Subject line: “Prime Members: Your sounds of Rio streaming guide”
Inbox %: 98.28%
Read Rate: 39.44%
By: John Landsman, Director of Strategy & Analytics, eDataSource
As published in DMN
Using eDataSource’s panel-generated competitive data reflecting email activity and performance by brand, we’ve identified five retail and travel brands* which we believe to be unusually strong performers. These are listed in the table below, along with their basic comparative metrics, reflecting the last thirty days. These brands were selected from a combination of consistently strong inbox deliverability and engagement (read rate) metrics. We consider a 10% read rate average. Each of these brands substantially outperforms that baseline, some by several orders of magnitude.
Recent strong mailing example (featured vendor promotion)
Subject line: Michael Kors: effortless summer style + FREE gift!
Read Rate: 25.00%
Southwest: This travel brand has a well-enough developed email base that the brand appears as prominent audience overlap for most of the B2C brands that we analyze. They’re not particularly heavy mailers, and their average email subscriber receives a promotional email from them about once a week. Nevertheless they drive consistently solid inbox and read rate performance. Much of their marketing email is highly personalized; i.e., origin or destination-based, rewards-related, and/or promotes hotel or car rental cross-sell for an existing trip.
Recent strong mailing example (focus on point of origin)
Subject line: “3-day sale! From Austin one-way as low as* $59”
Read Rate: 25.53%
Expedia: This brand maintains strong inbox performance and read rates. Contact frequency is a sensible 2-3 times per week. Much of their messaging can be targeted around destinations. They mail and cross-sell throughout the waypoints of a given purchase cycle. But much of their message is also highly promotional, with discounts specific to destinations, car rentals and hotel.
Recent strong mailing example (deep discounting)
Subject line: “ 📢 CONFIRMED: You’ve qualified for 50% off – because you’re an email subscriber”
Read Rate: 21.42%
*Note: This is not an empirically exhaustive list of ‘best performers,’ but rather examples representing brands which consistently deliver very strong email performance in the retail and travel spaces. We base these assessments on our current data, and on our overall experience with comparative analysis of brands in these spaces.
John Landsman is director, strategy and analytics at eDataSource