The volume of email being sent is growing at a rapid pace, that means consumers are wading through hundreds of emails on a daily basis. Combine that with the fact that most consumers spend just a few seconds looking at an email, and you see that marketers need to find better ways to capture and hold audiences’ attention.
One answer? Kinetic email.
Consumers access their email on a number of devices, including desktop, tablets and smartphones. While marketers have already designed emails to fit the screen of any device their audience uses, kinetic email enables them to develop content that is more interactive and dynamic. Rather than an immediate gateway to the website, consumers can explore the brand’s offerings without leaving their inbox.
For example, retail marketers can use carousel navigation to showcase color and size choices within the email. This is not only more convenient for the consumer, but cuts down on the steps to purchase.
But how effective is it?
In Cross-Channel Marketing’s Q4 2016 Email Benchmark Report, we analyzed seven brands that sent out kinetic emails in 2016, and compared the results to similar non-kinetic mailings sent by the same brands. Based on findings from our report, kinetic emails increased unique click rates by as much as 18.3 percent, and click-to-open rates by more than 10 percent.
Other findings included:
- Email volume increased 14% percent year-over-year, while open, click and transaction rates, revenue per email and average order volumes all remained relatively stable during the same time period.
- Fifty-six percent of total email opens occurred on mobile phones or tablets in Q4 2016.
- Revenue per email increased to $0.08 in Q4 2016 compared with $0.06 the previous quarter.
But don’t just take the data at face value. Test email campaigns with your own audience to see if kinetic email works for you. Roll out new designs in a staged fashion, from simple to more complex, and measure the performance of campaigns with and without kinetic designs. You can also take it a step further and test based on the type of designs, choice of products, and audience segmentation. Maybe one type of messages works better for a particular audience.
At the end of the day, each consumer is unique. There isn’t a one size fits all approach. Marketers can leverage our data and insights to better understand how consumers in specific verticals respond to email, and adjust their marketing campaigns accordingly. Consumer preferences change constantly. It’s the marketers who can adapt and deliver messages that resonate that will stay ahead of the competition.
Download a complimentary copy of the email benchmark report and learn more about kinetic emails.