An article recently published in MediaPost leverages the RevTrax Promotions Benchmarking Report to shed some light on email as an important marketing channel, especially when it comes to offer management. The article uses the anonymized offer-data provided by RevTrax to highlight some key insights:
“Email looks better when studying the individual verticals. For example, email is the top performer in the baby & kids sector, achieving a redemption rate of 26%. Websites draw 24%, and other channels generate 25%."
The biggest issue with standard offers in e-mail is control. When there are no capabilities with your offer solution to prevent it from being used beyond your intended segment, it can become a brand's worst nightmare. All it can take is one forwarded e-mail before the whole thing snowballs.
The way our clients get the most out of email is through our Offer Management Platform, which allows them deliver dynamic email offers at the moment of open. The RevTrax OMP uses personalized offers, single-use links, customizable print limits, individualized barcodes, predictive fraud alerts, and more to make sure you retain control over how your offers are shared and redeemed.
As our benchmarking report calls out, "There’s a long-standing myth that customers don’t like brand emails. The real truth is they don’t want brand spam. But as brands get hip to more meaningful content, with personalization and targeting technology becoming more sophisticated and turnkey, customers are receiving emails that are more tuned to their needs, and these numbers show it. [Offers] integrated in the Email channel deliver results, and smart brands are riding this wave to great success."
The full MediaPost article can be found at this URL: