Bluecore：2019年零售电子邮件基准报告（英文版）(57页)(57页).pdf

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1、 22019 Retail Email Benchmark Report Table of Contents Introduction Key Takeaways Baseline Email Performance Benchmarks Conclusion Methodology Glossary of Terms Differentiated Email Performance Benchmarks 16 26 31 36 How Seasonal Events Impact Email Performance Prime Day Cyber Week How Audience Impa

2、cts Email Performance Spend Level Purchase History Lifecycle Stage How Retail Vertical Impacts Email Performance How Average Order Value Impacts Email Performance 32019 Retail Email Benchmark Report Introduction As people-based marketing trends emerge and new privacy laws like GDPR set higher requir

3、ements for collecting and using data, email the most addressable identifier with explicit opt in and opt out requirements has become a more important asset than ever. Changes at Facebook and Google to remove third party data and adjust ad algorithms are also evaporating the efficacy of paid media ma

4、rketing dollars, which only adds to the growing importance of email for modernmarketers. To successfully navigate this environment, the fastest-growing retailers have become more strategic about how they use email as both an identifier and a channel to increase customer engagement and growrevenue. T

5、o better understand how retailers are using email, including the extent to which they have embraced individualized messaging opportunities and the effectiveness of those messages, Bluecore turned to the data. Specifically, we analyzed the performance of more than 3.26 billion emails sent by eCommerc

6、e brands from April 2018 through March2019. Our 2019 Retail Email Benchmark report provides a baseline understanding of these activities and more. Email is the most valuable component of digital marketing. While brands have often glossed over this decades-old channel, thats changing in 2019. In fact