More NewsStudy: Catalogers Excel in E-mail

Study: Catalogers Excel in E-mail

UPDATE: Catalogers' click-through and pass-along rates are almost twice those of the online direct marketing from B2B and other industries.

Consumers are responding best to email marketing from catalogers and retailers than from many other industries, according to findings from DoubleClick .

The New York-based company, which studied email campaigns that it distributed for clients, suggests that marketers in the catalog and retail industries on average see greater numbers of click-throughs and emails being forwarded to others than do DoubleClick’s clients in other major industries.

According to the firm, 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 some of the best jobs in using email to deliver messages relevant to recipients, and to their colleagues or friends. Potentially, at least, it’s because of the industries’ strong background in direct marketing best-practices, which they’ve brought online.

“I think the reasons you’re seen such strong results is they are traditional direct marketers who are doing testing the way they should be and incorporating it with a full-blown multi-channel strategy,” said Genevieve Mallgrave, vice president and general manager of direct marketing at DoubleClick. “No cataloger would do a drop of three million catalogs without testing it first, and the same principals apply online as offline.”

She added that most clients who opt to not do segmentation or testing do so because of email’s relative inexpensiveness, as compared to offline direct channels, where segmentation is more common.

“But what these people miss is the opportunity cost,” she said. “You want to make sure you’re matching the right offer with the right individual.”

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.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts