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Marketers Cranked up the Christmas Volume in 2013: Experian


By Ken Magill

Evidence that those who say permission-based email marketers should be less concerned with increasing so-called engagement and more concerned with increasing email volume may be onto something comes to us courtesy of Experian Marketing Services.

The volume of emails sent by marketers increased nearly 13 percent during the 2013 Christmas season compared with the 2012 Christmas season, which also saw record highs in volume, according to a statement put out by Experian earlier today.

While email click-through rates and transaction metrics decreased year over year, the increase in email volume led to a 9 percent rise in the number of total transactions from email marketing campaigns and an 18.4 percent increase in overall revenue, Experian reported. Further, email volume within the last 10 days of the Christmas season increased 35.8 percent over 2012, according to Experian

In the statement, Peter DeNunzio, general manager, cross-channel marketing, Experian Marketing Services, attributed the transactional and revenue increases to more sophisticated marketing.

“Traditionally, as email volume increases, performance decreases, but in the 2013 [Christmas] season we saw the opposite. An increase in total transactions and revenue tells us that leading marketers have found their stride, sending more relevant emails to each customer based on his or her unique needs,” he stated.

Actually, an increase in total transactions and revenue tells me marketers sent more email and got more revenue. Something to consider.


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