Catalogers Excel in E-mail

Consumers are responding best to emails from catalogers and retailers, according to findings from DoubleClick.

The New York-based company said a study of email campaigns that it has distributed for clients suggests that marketers in the catalog and retail industries typically see greater numbers of click-throughs and emails being forwarded to others.

According to DoubleClick, catalogers’ emails see average click-throughs of 9.5 percent, while retail marketers’ email comes in at slightly less, at 9.1 percent. Retail leads in the percentage of emails forwarded, at 0.6 percent, while 0.4 percent of emails from catalog marketers were passed along.

Response rates were markedly lower for other segments. Entertainment and financial services marketers produced click-throughs of 6.2 and 6 percent, respectively, and 0.3 percent and 0.4 percent pass-along rates. B2B campaigns and hospitality services posted click-throughs of 4.6 percent and 4.4 percent, and about 0.2 percent of recipients forwarded campaigns.

The data would seem to suggest that retailers and catalog marketers are doing the best job in using email to deliver messages relevant to recipients, and to their colleagues or friends. However, the findings might also point to the benefits of email list enhancement practices like email append, a controversial process used most often by cross-channel retailers and catalog marketers.

“The data indicates that consumers are not only interested in receiving email offers from catalogers and retailers, but also want to share this information with their network of contacts, and we see this important trend increasing,” said Genevieve Mallgrave, vice president and general manager of direct marketing at DoubleClick.

DoubleClick’s analysis of email campaign data also suggested that customers are more likely to respond to marketers’ mailings if they arrive during the middle of the week. On the other hand, publishers’ email newsletters (and embedded advertising) seems to receive the most attention during the weekend.

Between Tuesdays and Thursdays, click-through rates for marketers’ mailings rise above the average, to 6.5 percent. Publishers’ click-through rates hit 9.4 percent during weekends, potentially as a result of the greater amount of leisure time afforded to readers outside of the workweek.

DoubleClick said it intends to release findings from its study of email campaigns quarterly.

Reprinted from Internet Advertising Report

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