December 13, 2004, 12:00 AM

Promotional incentives improve e-mail marketing, study shows

Promotional incentives can increase e-mail open rates by more than 100% and click-through rates by as much as 1,000%, according to recent research.

Kurt Peters

Executive Editor

 

Promotional incentives can increase e-mail open rates by more than 100% and click-through rates by as much as 1,000%, according to research by Advertising.com, an online advertising and search engine marketing company.

It matters what kind of incentive marketers offer, but frequency doesn’t help much, the study indicates. Researchers analyzed e-mail marketing performance by four advertisers, each with a differing campaign and varying frequency.

A biweekly newsletter with no incentive achieved the lowest open and click-through rates, while campaigns with incentives achieved incremental increases in performance, Advertising.com says.

A newsletter with a coupon resulted in a 40% lift in open rate and a 398% increase in click-throughs, compared with a campaign that didn’t have a coupon. A newsletter with a sweepstakes increased the open rate by 86% and boosted click-throughs by 502%, relative to the newsletter without an incentive. A one-time promotion with an instant-win game pushed the open rate up by 133% and the click-through by 1,143%.

The instant-win game scored the highest open and click-through rates despite having less frequency, Advertising.com points out.

 

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