Like many, in the days leading up to Mother’s Day, my inbox was filled with offers tied to Mother’s Day. However, unlike many other Mothers, I didn’t receive flowers (but I did give some to my Mom). Knowing that flowers are such a popular gift for Mother’s Day, let’s look at three insights I uncovered for two large internet flower retailers.
With the new “subscriber overlap” and “trends” beta feature in Inbox Insight, I can easily see these data points and dive into the specific campaigns that are driving key email metrics up or down for further insights.
- Major Holidays = Increased Email Frequency
Just as we see around the major holidays for all retailers, these two flower purveyors increase their frequency week over week in Q2 leading up to Mother’s Day. For the week ending on Mother’s Day (May 12th), one sender increased frequency 33% while the other sender increased frequency 29%. Yet, neither sender saw a decrease in read rates due to this increased frequency.
- Increased email frequency often results in increased spam filtering
So, while neither sender saw a decrease in read rates, one sender saw their ISP-marked spam rate increase 120% from the beginning of the quarter to the week before Mother’s Day. We often see that increased frequency is one of the highest drivers of complaints and filtering of email into the bulk/junk folder.
Just think if that email goes to the inbox – how much more engagement could this sender have? The other sender actually saw a decrease in their ISP-marked spam rate over the quarter (it was already low and went lower). The lesson? Take caution whenever you are considering increasing email frequency and carefully monitor all your key deliverability metrics.
- Shared Subscribers Engage More with One Sender
With our new Subscriber Overlap feature (currently in beta), we can see that the sender with a smaller list, actually shares 15.5% of their list with their competition. And, these shared subscribers read the competition’s emails at a rate 17.6% higher than the campaigns sent by the smaller sender. During this crucial holiday time, that’s a lot of potential lost revenue. To stand out in the inbox, our smaller flower retailer is going to need to determine what is working for their competition. What are they sending? When are they sending it? What type of subject lines are working? Which campaigns are most engaging to this shared audience? Stay tuned for more blog posts that dive into these topics in the future.
Attending Internet Retailer this June in Chicago? Sign up for a one-on-one coaching session June 4th – 6th at IRCE 2013 with a Return Path Email Expert to learn how you can use competitive insights to increase subscriber engagement and help drive your email program optimization strategy. You can also see these new beta features in action!
Haven’t purchased your conference pass to attend IRCE 2013 yet? Return Path is happy to offer an early bird discounted rate for our customers or prospects that register before June 2. Simply enter discount code EC320354 when registering to receive your $100 discount!
Current Inbox Insight customers already have access to these beta features so login and take them for a spin, or contact your Account Manager for more details. Not currently utilizing Inbox Insight to optimize your campaigns and increase your ROI? Contact Return Path to learn more.