Back To School Email Newsletters Produce Higher Engagement in 2012

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Email marketing leader, Elite Email, has released a new study that shows higher email newsletter engagement during the 2012 back to school season as compared with the same period the previous year.

Elite Email

Elite Email

The key to maximizing the results of email newsletters is to have good content and the right context.

A study by email marketing leader, Elite Email, has revealed that back to school themed email newsletters sent in the month of August yielded higher engagement metrics than the same month in the previous year. The open rate (or render rate) during August 2012 was 4.1% higher than August 2011, which means consumers were more eager to open these themed email newsletters. The click-through rate, a key metric for email marketers looking to drive conversions, increased 5.9% over 2011 levels.

The study analyzed all emails containing the phrase “back to school” at least one time that were sent between August 1 and August 30, 2012. Any email campaigns that did not contain any links were ignored so as to not affect the average click-through rate.

The study also monitored increased engagement due to the email newsletter being shared on social networks such as Facebook, Twitter and Google Plus. August 2012 saw a very large spike with 14% higher impressions from social shares than August 2011. It should be noted however, that the July release of Elite Email Fusion made sharing newsletters created through the email marketing software on social networks a lot easier, which could contribute to the dramatic increase.

“The key to maximizing the results of email newsletters is to have good content and the right context,” said Robert Burko, CEO of Elite Email. “The back to school season makes it easier to achieve those goals with your email marketing because we already know what is on the minds of our customers.”

Part of the increased email newsletter engagement during the current back to school season could be due to the continual rise of smartphone penetration. According to eMarketer, US smartphone penetration increased from 93.1 million in 2011 (29.7% of the population) to 115.8 million in 2012 (47.7% of the population). The fact that more people have smart phones gives them on-demand access to these email newsletters, which ultimately provides them with more opportunities to read and engage with the content.

The study also revealed that small business email marketing was particularly effective when the back to school newsletter was paired with an exclusive coupon available only to email subscribers. This not only helped to propel mailing list growth because people wanted to receive the special coupons, but also helped encourage engagement, which could explain the spike in click-through traffic.

About Elite Email

Elite Email is a leading North American email marketing service provider (ESP) that has been helping customers achieve greater email marketing results for almost 10 years. The Elite Email cloud-based (software-as-a-service) platform allows organizations of all sizes to build and grow their mailing list, create eye-catching emails, and track results with detailed reports and analytics. All services are backed by Elite Email's outstanding support and customer care.

Elite Email has been featured on TV, radio and print media and is a member of the Email Experience Council, eMarketing Association, Better Business Bureau, Canadian Federation of Independent Business, Vaughan Chamber of Commerce and Toronto Board of Trade. Elite Email is the only Canadian company listed by the Utah and Michigan Child Protection Agency as a compliant sender. Elite Email recently won the Business of the Year award at the Toronto Board of Trade Business Excellence Awards.

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Matthew Georgiadis
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