Experian Marketing Services’ 2013 Email Market Study

Email Market Study 2013: a report from Experian Marketing Services

Email continues to reign as one of the most profitable channels for marketers and a key touch point for customer engagement. However, the ability for consumers to access information anytime and anywhere, share their own experiences and influence the purchase decisions of others has elevated the expectations of how brands market to their customers.  Not surprisingly, survey results from this study show that most brands are now active in email, Web and social channels, which is a sure indication that brands are evolving their marketing programs to effectively connect and engage with today’s dynamic, empowered and hyperconnected customers.

This study examines top email marketing trends in 2013, as well as identifies key areas of opportunity and improvement for email marketers. The study also examines real-life examples of how today’s brands are using email as the hub of cross-channel marketing to create more integrated, customer-centric programs. 

Key findings from the study include:

  • More brands are promoting Pinterest in emails with 2013 numbers almost doubling those of 2012, while Instagram, is being promoted by 39 percent of brands
  • Real-time triggered campaigns such as second abandoned cart reminders have a 54 percent lift in revenue, while browse emails have a 3.4x increase in revenue
  • Sixty percent of marketers do not give customers the option to select the types of emails they want to receive, and only 30 percent of marketers let their customers decide how often they want to be mailed

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