Practicology is now Pattern

By Sam Gaunt | Marketing Manager

In our Brand Email Marketing Report 2018, we studied the email marketing performance of 80 CPG brands and used this data to develop a range of key benchmarks.

Email remains an effective marketing tool with 73% of marketers valuing it as the number one digital channel for ROI. For CPG brands, targeted email marketing has the potential to deliver promotions at appropriate times, increase brand awareness and help nurture direct relationships with consumers.

Yet, many CPG brands are underperforming, and our research revealed the product categories that were seizing the opportunity that email marketing offers.

Welcome programme

For many brands, the first direct point of contact with a consumer may be when subscribing to a newsletter. With the increased open rates and click-through rates that welcome emails generate, brands should ensure their initial email introduces the brand and encourages the customer to take action – whether completing a purchase or providing more information.

Our research revealed that the percentages of brands from each category to send a welcome email were*:

  • Pet care – 100%
  • Alcohol – 71%
  • Food & drink – 69%
  • Health & baby – 67% 
  • Beauty & hair care – 62%
  • Electricals – 57%

Email frequency

Deciding how frequently to send marketing emails is a challenge for CPG brands and retailers alike. Although email marketing generates direct revenue and influences offline sales, sending too many can antagonise recipients leading to lower deliverability and higher unsubscribe rates. 
In our research, the average number of emails sent per week were:

  • Beauty & haircare – 1.46
  • Electricals – 0.88
  • Health & Baby – 0.43
  • Food & drink – 0.39
  • Pet care – 0.36
  • Alcohol – 0.19

The product lifecycle should be the primary consideration when deciding how frequently to send marketing emails and brands should focus on surfacing key content at the optimal time. 

For example, it is understandable that Electricals brands would choose to send less than one email per week. Yet Alcohol, Food & drink, Health & baby, and Pet care brands (all with significantly shorter lifecycles) may be missing the opportunity to engage with consumers more frequently.

Email responsiveness

As consumer behaviour shifts, mobile devices have now become the preferred platform for reading email, with 55% of emails being opened on a mobile device (rising to 60% during the weekend). 

CPG brands should respond to this, ensuring all emails display clearly on mobile as well as desktop. Our research revealed that many brands neglected this area, and the percentage of sending emails that DID NOT display clearly on a mobile device were*:

  • Alcohol – 73%
  • Beauty & hair care – 67%
  • Health & baby – 50%
  • Electricals – 33%
  • Food & drink – 33%
  • Pet care – 25%

Emails which are not responsive or scalable often display text that is illegible on a mobile device and require subscribers to pinch-to-zoom or scroll across the screen to view the content. This is a poor user experience and subscribers are likely to ignore the email altogether.

If you’d like to find out more about email marketing strategies for CPG brands, you can download our Brand Email Marketing Report 2018 here, or you can contact us at hello@practicology.com.

 

*including only brands that sent at least one email

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