Experian: Marketers Should Focus on Improving Data Quality from POS

Experian releases Q2 2016 Email Benchmark Report, according to which marketers should consider the quality of subscriber data obtained during acquisition, social media, creative content, email personalisation and retention strategy.

Some of the highlights of the report include:

  • Data Quality:¬†Marketers need to take the appropriate steps to improve the quality of the data obtained at the POS, as those subscribers often are highly engaged with the brand, with POS subscribers showing a 32 percent higher click-to-open rate of welcome mailings.
  • Social Media: Welcome emails sent to subscribers who engaged via Facebook had an 11 percent higher click-to-open rate than other welcome emails from the same brand.
  • Content:¬†Marketing campaigns that included a dynamic countdown clock had a 41 percent higher click-to-open rate and more than double the transaction rate of other holiday mailings from the same brands.
  • Personalisation: Brands that included personalised subject lines experienced 27 percent higher unique click rates, 11 percent higher click-to-open rates and more than double the transaction rate compared with other promotional mailings.

You can download the full report here.

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