14 reasons for marketers to fall in love with e-Receipts

e-Receipts are more than a passing crush

The popularity of e-Receipts has bloomed since being introduced by Apple in 2005. Fueling e-Receipts’ growth is:

• Consumers’ craving for mobile device utility
• Transactional emails’ successful track record
• Technological advances by ESPs to make execution easy

This past holiday season, more retailers adopted e-Receipts, including brands such as Best Buy, Dick’s Sporting Goods, Home Depot, and Macy’s.

If your organization does not use e-Receipts at this time, and you’ve made it a goal to launch a program this year, here are fourteen transactional email statistics to support your business case to start an e-Receipt program.

Data shows that transactional emails

• Have open rates as high as 75%¹
• Register an average of a 39% open rate and a 22% clickthrough rate²
• Have 14% higher click-through rates versus commercial emails³
• With cross-sell opportunities included, generated better results than e-Receipts without promotional copy:
  • Up to 600% increase in clicks (0.18% basic to 1.26% enhanced)
  • Up to 125% increase in transactions (0.04% basic to 0.09% enhanced)
  • Up to 360% increase in revenue per email ($0.05 basic to $0.23 enhanced)⁴

Consumers endorse e-receipts

• 33% of marketers report that more than 25% of their customers are willing to provide their email address at point of sale⁵
• 57% of consumers surveyed have a positive view of marketing content in transactional emails⁶

Marketers are responding

• 53% of marketers say they have an excellent understanding of customers’ purchase history⁷
• 41% of marketers recognize email as a very effective tactic for completing post-sales transaction goals⁸
• 48% of organizations deploy automated transactional email messages⁹
• 51% of B2C use email to compete post-sale transactions¹⁰
• 35% of retailers offer digital receipts¹¹
• Of those retailers offering e-Receipt programs 83% offer them for email acquisition¹²

Bottom line results

• Revenue per email of $0.13 for e-Receipts compared to $0.09 for bulk mailings demonstrates good potential to generate repeat purchases.¹³
• Retailers with up-sells in e-Receipts created 6x times higher transaction rates and 8x higher revenue per email compared with bulk mailings¹⁴

Please keep in mind, e-Receipts are not just for e-commerce sites and big box retailers. Brick Street’s clients have used this strategy to communicate ATM withdrawals via email and SMS, as well as account statement e-mails from Utility, Telecom, and Financial institutions. To learn how your organization can capitalize on this trend, download our whitepaper.

Read: EARN REVENUE AND TRUST WITH TRANSACTIONAL EMAILS

Summary: In less time than a coffee run, you can learn a four step process to generate more revenue and customer loyalty through transactional emails. In addition, the 19-page report provides answers to the following questions:

• What are the differences between transactional emails and commercial messages? pg.5
• What are the technical requirements for executing a transactional email program? pg.11
• How do I comply with the U.S. CAN-SPAM Act? pg.15
• How do I keep communications relevant without abusing the trust I have earned? pg.15
• How do I maximize the impact of my transactional email-marketing program? pg.16

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References

¹Keye, E. (2011, June 15, 2011) Transactional Message Musts & Missed Opportunities, Bronto. Retrieved from http://bronto.com/blog/email-marketing-strategy/transactional-message-musts-missed-opportunities#.Uv5KsfldV8E

²MarketingSherpa. (2013). Email Marketing Benchmark Guide. Jacksonville Beach, FL: McGlaughlin, F. Retrieved from http://www.meclabs.com/training/publications/benchmark-report/2013-email-marketing/overview

³Christian, G. (2011, March 17). Transactional Email 14 Best Practices Retrieved from http://emailexpert.org/transactional-email-14-best-practices/

^4,5,12Experian Marketing Services. (2013).  Q1 2013 Email Benchmark Study. Retrieved from http://www.experian.com/assets/cheetahmail/white-papers/email-marketing-quarterly-benchmark-study-q1-2013.pdf

⁶MarketingSherpa. (2007). Ecommerce Benchmark Guide. Warren, RI: Clarke, T. Retrieved from http://www.marketingsherpa.com/exs/Ecom07Summ.pdf

⁷Gleanster Research. (2013).  The State of Customer Lifecycle Engagement in Mid-to-Large B2C Companies. Michiels, I. Retrieved from Gleanster Research website: http://www.gleanster.com/report/the-state-of-customer-lifecycle-engagement-in-mid-to-large-b2c-companies

^8,9,10MarketingSherpa.(2012) Email Marketing Benchmark Survey. Jacksonville Beach, FL: Rice, W.J. Retrieved from http://ftp.marketingsherpa.com/Marketing%20Files/PDF’s/Executive%20Summary/2012EmailBMRExcerpt.pdf

¹¹Frawley, A. (2011, June 27). The rise of digital receipts: retailers weigh in. Retrieved from http://www.epsilon.com/international/newsletter/apac/2012/june/headlinefeature.html

¹³Experian Marketing Services. (2012, December) Acquisition and Engagement Tactics Survey. Retrieved from http://www.experian.com/assets/cheetahmail/white-papers/acquisition-and-engagement-tactics.pdf

¹⁴Celerant Technology Corp. (2012, December) Digital Receipts: Beyond the Green Benefit. Retrieved from http://www.celerant.com/default/assets/File/Celerant_GreenReceipts_V1(1).pdf