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Ken Magill

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Personalized, Branded Transactional Emails Work: Experian

12/17/13

By Ken Magill

Transactional emails, such as shipping and order confirmations, that included brand names in their subject lines achieved on average 7 percent higher open rates than those that did not, according to Experian’s Q3 2013 benchmarking report.

What is more, transactional messages that personally addressed recipients achieved 23 percent higher click rates than those that did not address recipients personally, according to Experian.

“Our latest Benchmark Study provides even more evidence that personal connections really do matter,” said Peter DeNunzio, general manager for cross-channel marketing at Experian Marketing Services, in a statement. “Transactional emails showed 23-percent higher click rates when they personally addressed a customer in the body of the email. These are the kind of emails that can help marketers generate repeat sales.”

Also, order confirmations that included cross-sell sections achieved 54-percent higher transactions rates than those that did not, according to Experian.

The lesson here: If IT is writing your transactional messaging and not marketing, you’re leaving easy money on the table.

In other findings, Experian reported that email volume overall was up12.7 percent in the third quarter of 2013 compared to the same quarter last year.

Revenue per email was 9 cents in the third quarter of 2013, compared to 11 cents in the same quarter last year.

However, average order sizes were up 4.9 percent, according to Experian.

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