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Study: Email remains the backbone to engaging today's multi-channel consumer

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Study: Email remains the backbone to engaging today's multi-channel consumer

Timeliness and relevancy the key to better results.

Customers demand perfect moments from brands, where relevant deals on items they want, often before they realize it themselves, are presented at precisely the right time and place. With 50% of companies increasing their digital marketing budgets in 2015, it's clear Chief Marketing Officers and teams are looking to answer the call by delivering these experiences across multiple channels including social, mobile, Web and in the store. As the adoption of these tactics continues to grow email remains a vital component—the Direct Marketing Association reports that for every $1 spent on email marketing, there's an average return of $44.25.

According to a study released today by IBM, top performing brands demonstrated a commitment to establishing an ongoing engagement with customers, one that provides each individual with additional value while opening up new revenue opportunity for the business. Specifically the study found that brands used email campaigns triggered by a person's previous action, such as a recent purchase or the resetting of their password, drove higher customer engagement due to the timeliness and relevancy of these messages. In fact according to the study these campaigns (known as transactional emails) produced an open rate of 72% and average click through rate of 30%.

"By combing email marketing with deep analytics, marketers can now understand their customers on entirely new levels."

For example, if 500 customers who purchased a cruise vacation are sent a follow up email containing additional deals on related items, 360 consumers would open the email with close to 110 clicking on the link to get more detail.

"Keeping our fans around the country up to date on the Kentucky Derby is a key component of our digital marketing," said Kate Ellis, Marketing Analyst at the Kentucky Derby. "Email is vital as it allows us to target our messages to specific levels or types of customers, giving them each the information they want including important upcoming news, details about their trip to the Derby, charitable initiatives and other special events. We can also use it to conduct surveys about their experiences. Looking forward email will continue remain a critical vehicle for us to engage customers with personalized campaigns that drive business success."

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