Over the last few years there has been a significant increase in email marketing. In 2013, email marketing has produced the highest open rates than ever before. Q2 2013 E-mail Trends and Benchmarks Report which was released by Epsilon earlier this month revealed that Q1 of 2013 saw the largest quarter-over-quarter jump (14 percent) in open rates. It was the highest average open rate (31.3 percent) since 2006. Q2 remained high at a 28.5 percent open rate suggesting a continuation of the trend.
While open rates will vary by industry and target audience, it is important to keep track of trends. As you analyze your own e-mail performance, your bottom line metrics like RPE (revenue per email sent) and ROI (return-on-investment) should consistently improve. By utilizing best practices such as segmentation, targeting and testing, companies are able to see their rates improve.
E-mail marketing to college students remains a highly effective approach. This demographic is constantly checking their phones and have their email easily accessible 24/7. Therefore college students are likely to see offers right away and not let tons of e-mails build up in their inbox.
OnCampus Advertising excels in utilizing email marketing to acquire the college market and we are trained in creating a campaign that is tailored to the needs of your business. Together we can strategically execute this campaign to remain competitive while keeping an eye on how the industry is working.