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Experian Marketing Services' 2013 Q4 Email Benchmark Study

Experian Marketing Services 2013 Q4 Email Benchmark Study

Experian Marketing Services’ 2013 Q4 Email Benchmark Report details the overall email marketing trends for the fourth quarter of 2013, as well as the key performance indicators (KPIs) that have shaped the success of our client’s email programs.

Key findings in the study include:

  • Email volume rose by 11.2 percent in Q4 2013 compared to Q4 2012
  • Unique open rates were 16.4% in Q4 2013, just slightly ahead of the 16.3% seen in 2012
  • Unique click rates were 2.1 percent in Q4 2013, declining from 2.5 percent seen in Q4 2012
  • Revenue per email was $0.10 in Q4 2013 compared to $0.09 in Q3 2013, but down from the $0.14 last year. However, average order values stayed the same year-over-year

This quarter in the spotlight on section we take an in-depth look at coupons in emails. This report highlights how marketers can increase opens, clicks, transaction rates and revenue per email by including coupons that provide a means of offering cross-channel promotions, and allow customers to choose the venue for their transactions, including in-store, online and mobile, thus customizing the customer experience.

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