Personalized email campaigns that acknowledge recipients' birthdays or anniversaries are more successful at engaging their target audiences, generating higher open rates, transaction levels, and revenue, according to research by Experian CheetahMail.
Among email campaigns studied, open rates for birthday mailings were over three times higher than for mass-promotion mailings sent to the same clients: 56.2% vs. 16.8%. Open rates for anniversary campaigns were nearly three times as high: 34.4% vs. 12.9%.
Moreover, transaction rates for birthday campaigns were nearly five times higher than standard bulk campaigns: 0.49% vs. 0.10%. Transaction rates for anniversary campaigns were nearly six times higher: 0.63% vs. 0.11%.
Birthday and anniversary campaigns' revenue per email also soared well above bulk rates:
- Anniversary emails generated nearly seven times more revenue, on average, than bulk mailings to the same clients: $0.66 vs. $0.10 per email.
- Birthday emails generated over twice the revenue of bulk mailings to the same clients: $0.51 vs. $0.20 per email.
Below, other findings from The Birthday and Anniversary Report by Experian Marketing Services.
Daily deployments of birthday emails registered slightly higher transaction rates than birthday emails sent 1-2 times per week: 0.64% vs. 0.61%. However, both daily and weekly birthday mailings pulled roughly 40% more transactions than those deployed monthly (0.43%).
Birthday Campaign Segmentation
Among birthday-email campaigns studied, 75% of marketers sent emails to everyone in their files with a known birthday, whereas 25% selected specific customer segments, such as frequent purchasers, credit card customers, or loyalty program members, to receive the birthday-based emails.
Among those selected segments, click rates were nearly twice as high: 18.7% vs. 9.9%. That said, birthday mailings sent to all subscribers generated more revenue per email than those sent to selected subscribers: $0.55 vs. $0.37.
Birthday mailings sent to all subscribers also generated double the transactions of those sent to selected subscribers.
Looking for solid, substantiated information about email from the industry's best resources? The 67-page Email Marketing Factbook featuring 39 charts tells you about email usage, what captures users' attention, and how organizations are using email to reach customers. This email factbook consists of chapters 1 & 2 from the larger Digital Marketing Factbook a 144-page compilation of data and 110 charts that also covers search engine marketing and social media.
Most birthday and anniversary campaigns sent by email marketers included some type of promotional discount. Among anniversary mailings specifically, campaigns that offered dollars off purchase amounts generated higher transaction rates than percent-off campaigns—as well as more revenue per email ($0.44 vs. $0.39).
Birthday campaigns that offered dollars off generated the highest revenue per email ($0.57), followed by campaigns that offered free shipping ($0.38) and percent-off campaigns ($0.27).
Offers that required a minimum spend had significantly lower transaction rates and revenue per email than offers without such requirements.
About the data: Findings are based on the results of 7,000 birthday and 3,000 anniversary email campaigns conducted by 53 Experian Marketing Services' CheetaMail clients during 2009.
Continue reading "Birthday, Anniversary Emails Generate More Revenue" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Email Marketing:
Email at Scale: How to Increase Campaigns and Manage Complexity
Composing a single email is hard enough. How can you possibly plan for email at scale? It helps to keep these tips in mind. read this »
How to Effectively Use CTAs in B2B Cold Emailing
"Click here for more." Is anyone actually going to click on a call to action like that? Probably not. Check out what makes for a good cold email CTA in this article. read this »
Email Subject Line Benchmarks for Common Tactics and Words
How does including personalization, adding emojis, and using common words impact email subject line performance? To find out, GetResponse examined nearly 7 billion emails sent by its customers in 2021. read this »
Taking the Mystery Out of Email Deliverability [Infographic]
What can you do to ensure your emails avoid spam folders and are delivered to the intended recipients' inboxes? read this »
More Meaningful Metrics: Four Tips for Marketers Post-Apple iOS 15 Privacy Updates
Apple's email privacy updates have been a migraine for some marketers who depend on email data for their campaigns. But it's time to rise to the challenge and admit that open rate doesn't matter much, anyway. Here are four things that do. read this »
Four Things You Should Know About Email List Validation
You've obtained a prospect's email address. Huzzah! Nothing can stop you now! Except spam traps. And temp emails. And bounce rate. And... well, that's why you need email list validation. read this »