Testing, targeting and personalization - 2010 Marketing Mantra
As the economy struggles to rebound and we enter the fourth quarter, a look at the 2008 Holiday Season will be a valuable guide for the season fast approaching. Successful tactics include free shipping and sales as well as a viral promotion such as “My Wish List” and forward-to-a-friend. Regardless of the strategy, the same email best practices remain critical.
The Epsilon Q3 2009 Email Trends and Benchmarks study shows an increase in both open and click rates compared to the previous year. These findings show that marketers continue to rely on email as an effective communications tool and a critical component of the multichannel marketing mix.
A study from Return Path, an email reputation services leader, revealed that Epsilon’s client base had significantly higher deliverability in Q3 2009 with 91% of emails making it to the inbox. Return Path reported Q3 deliverability of 84% across their sample of US and Canada commercial email. Return Path conducted the study by monitoring data for more than 500,000 campaigns from January to September 2009. The study tracked the delivery, blocking and filtering rates and reviewed data from 45 Internet Service Providers (ISPs) in the US and Canada.
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