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Offers in Welcome Email Result in More Sales

Offers within welcome email result in significantly higher transaction rates than those within bulk messages, according to research released October 19 by Experian Marketing Services. 4-Tell can provide cross-sell / up-sell recommendations to make these email messages work harder and return more.

Welcome e-mails have transaction rates nine times higher than bulk mailings, according to the study, “The Welcome E-mail Report: Benchmark Data and Analysis for Engaging New Subscribers through E-mail Marketing.”

The service provider penned the report after a year of research, from May 2009 to April 2010, with 65 Experian clients.

“We have encouraged welcome e-mails for a long time, [as they] serve to establish the best relationships,” said Shelley Kessler, e-mail marketing analyst at Experian CheetahMail, and the report’s author. “We wanted to have data that best supported that.”

The report also indicated that revenue per e-mail is eight times higher for welcome e-mails than for bulk mailings, as well as that welcome e-mails generate four times the open rates and five times the click rates as other bulk promotions. DMNews

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