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We find the following factors are associated with increased response rate: subject line, email length, incentive, number of images. We are able to link demographic and lifestyle data to response. Analysis of past campaigns suggests that recipients who have previously bought on the Internet have higher response rates to email marketing.
The basic characteristics of email marketing are low costs, shorter turnaround (in the time involved to prepare, send the messages and receive the responses), high response rates and customisable campaigns. The advent of HTML, audio and video email improves the scope for creativity in email marketing. Ultimately it is conversion, rather than response rate, that will determine the cost efficiency of acquisition email marketing; this will depend on the targeting, the message, and the receptivity of the recipient.
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