Interesting Email Study Stats
Internet Retailer released their latest study on email stats with some quite interesting information. Here are some bullet points:
1. Email frequency:
63.8% of retailers conduct up to three e-mail campaigns each month and another 25.2% conduct between four and eight campaigns. 62.8% also indicate that they’ve increased the frequency of e-mail campaigns in the past year.
2. Open rates:
26.5% of participants in the survey report open rates of 20% or more (11.2% reported 20% to 25% while 15.3% said more than 25%), while another 11.8% report open rates of 16% to 19%. 14.6% report e-mail open rates of less than 5%, with only 6.2% with open rates of 1% or less.
3. Conversion rates:
Sales conversation rates generated by e-mail marketing are also substantially higher than a year ago. For example, 28.3% report no change in their overall e-mail sales conversion rates. But 20.6% also indicate that sales conversions as a direct result of better e-mail marketing have improved by up to 5% in the past 12 months, with 7.2% reporting conversion increases of more than 10%.
4. List segmentation:
49.1% of online retailers segment their lists by repeat buyers and another 42.1% segment first-time buyers. 33% segment their lists by purchase frequency, followed by 19% that segment recipients by average ticket, 14.7% by age, 12.9% by sex and 12.3% by household income. 78% also list “other,” indicating that there are many ways to break down a customer file.
5. Sales from email activities:
49.4% reported less than 5% of their sales are attributable to email marketing. 23.8% said email says were 6% to 10%, while 20.6% reported sales form email campaigns at 11% to 30% of total sales. Finally, 6.3% said that their email campaigns resulted in more than 30% of their sales.
Google Gets into Click to Call
Google has just announced the launch of click-to-call ads with partner eBay set to begin next year. This deal sounds like it will be simliar to pay per call services provided by Ingenio which displays its pay per call ads on AOL.
Pay per call is a great venue for companies seeking lead generation through their web site, and companies that sell high priced, configurable or custom type products on thier site.
The announcment also means that we might see these pay-per-call ads used in podcasts, radio, free 411 services, outdoor media, or anywhere a unique phone number can be placed.
Find Me The Lazy Shoppers
A study released yesterday by Forrester Research, shows that, just like in the real world, there’s money to be made in the virtual world by targetting these 2 types of people:
1. Convenience-driven consumers
2. Luxury item buyers
Now number 2 is a no-brainer, but think about group 1. These are the folks that will stop at the AM/PM to pick up a half gallon of milk for 50% higher cost than the Ralph’s down the street because of the convenience.
According to Forrester, here is a suggestion for snagging these types of people:
Offer value-added features to address convenience, such as a “first look” at new arrivals or “longer saved” shopping carts.
Do everything you can to make the shopping experience quick and easy and you’ll find that you’ll have a better chance of developing a more loyal customer base that’s likely to purchase more frequently.
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