Social Alerts show 29% higher conversion rate than general marketing emails

Summary

Social Alerts deliver nearly 5x higher click-through rates and 29% higher conversion rate, and 96% of contributors opt in.

  • Social Alerts deliver nearly 5x higher click-through rates
  • Social Alerts have 29% higher conversion rate
  • 96% of contributors opt in

Sears Canada launched Bazaarvoice Ratings & Reviews™ and Ask & Answer™ in May 2009, followed by Stories™ in June 2010.

In May 2010, they launched Social Alerts™, which automatically sends follow-up emails to site visitors who opt in after submitting reviews, questions, or stories. These emails inform contributors when their content has been approved or rejected, based on the company’s unique moderation rules. In the case of questions, Social Alerts lets contributors know when their question has been answered. Because these emails reach customers as a direct result of their actions, the message is highly relevant to recipients.

What we measured

Over an eight-month period, we compared performance metrics for all Social Alerts emails to the average performance of Sears Canada’s general marketing emails. We also looked at the performance of “Your question has been answered” Social Alerts, and compared these to the retailer’s general marketing emails.

Social Alerts deliver nearly 5x higher click-through rates

Sears Canada’s Social Alerts have a 186% higher average open rate than the retailer’s general marketing emails. These emails also show a 478% higher click-through rate, driving a nearly 5x higher percentage of readers back to the Sears Canada ecommerce site.

Social Alerts have 29% higher conversion rate

These notification emails did more than just drive traffic — Social Alerts emails showed a 29% higher conversion rate than general marketing emails. And shoppers who converted after reaching the site through a Social Alerts email had a 37% higher average order value (AOV) than converting customers from general marketing emails.

96% of contributors opt in

96% of Sears Canada’s question contributors opted in to receive an email alert when their question was answered, giving the retailer another opportunity to bring these engaged contributors back to their site through email. These emails showed a 589% higher click-through rate (nearly 6x higher) than marketing emails, and had a 48% higher AOV.

The bottom line

Social Alerts emails are highly relevant, reaching customers as a direct result of their actions on the site. These emails show higher open and click- through rates than general marketing emails, driving visitors back to the site for additional revenue.

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