International holidayemail performance study
Page 2 | International holiday email performance study (Oct. 1–Dec. 31, 2012)
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About this study
The focus of this study conducted by Experian Marketing Services — a globalprovider of consumer insights and targeting, data quality and cross-channelmarketing — is to observe the practices and results of email communications sent byclients during the holiday season.Every year from October to December, brands across the world approach holidayshoppers with varying tactics to maximize revenue and engage consumers. Sincethis is the time of year that generates the highest revenue for many retailers, thisstudy aims to support organizations that already have a global footprint or are lookingto expand internationally. We hope to provide global insights to help marketers makeadjustments to improve their holiday communication plan and ultimately learn fromthe past holiday season to make the next even better.Today, global brands can maximize operational efficiency and return throughinternational holiday email campaigns, thanks to an ability to reach a broaderinternational audience and employ similar messaging tactics across multiplecountries. Yet, results of this study indicate that although some countries docelebrate holidays similarly, there are opportunities to communicate with emailsubscribers about local events that are more relevant to recipients.Also, depending on each market’s level of maturity, some email practices andtactics are not yet common across all countries. Thus, global brands could benefitfrom this insight to obtain a first mover advantage. For example, abandoned cartand integrated social media email campaigns could surprise, delight and educaterecipients in countries that are not used to these practices, thereby capturingrecipients’ attention and increasing engagement and conversion.This study examined email campaigns from October through December 2012throughout 10 countries: Australia, China, France, Hong Kong, India, New Zealand,Singapore, Spain, the United Kingdom and the United States. More than 1,000brands and more than 100,000 campaigns were included. Metrics for volume,unique open and unique click rates were compared by country and by various typesof email campaigns.