Notify wanted to know how brands communicate with their customers in a context where consumers feel over-solicited by promotional messages. Through the first part of the study, the scale-up returns to the temporality and personalization of mailings.
The first lesson from the Notify study on deciphering promotional campaigns is that the number of campaign sendings by brands is more or less important depending on the day of the week. Wednesday is the most intensive day with 55 campaigns sent on average for the 100 brands analyzed. Friday comes in second with 25 campaigns, then Sundays and Mondays are tied with 19 campaigns. Tuesday (eight campaigns), Saturday (six campaigns) and finally Thursday (five) come last.
Second interesting element, The most active e-commerce sectors are: fashion with 52 campaigns sent on average each week, beauty (31 campaigns) and home (20 campaigns). Conversely, the least active sectors are: mass distribution (average of nine campaigns per week), food (five campaigns) and media (four campaigns).The consumer is over-solicited. He receives up to 80 notifications and 45 pushes per day. He is at the heart of a multiplication of channels (conversational, merchant apps, social media, etc.), and an explosion of the offer (multimodal and cross-channel commerce, expansion of retailers, products, etc.)“, says Ous Ouzzani, CEO of Notify.
Morning marks
When it comes to time slots, brands favor morning shipments. Indeed, 46% of campaigns are sent between 6am and 9am, 21% are sent between 9am and 12pm. 15% are distributed between 12:00 and 17:00 and finally 18% are distributed between 18:00 and 21:00. Depending on the sector, the peak times differ. The preferred time for the food sector is 11:00 while that of mass distribution is 10:00. The peak time for the fashion sector is much earlier: 7:00.
The least homogeneous vertical in its sending schedules is beauty with shipments mainly in the morning until 12 noon and a slight recovery in the afternoon. On the contrary, the home is the most homogeneous vertical with almost constant shipments. The most active vertical is that of fashion and the least active is that of the media. The peak time, all markets combined is 8:36 a.m., to be exact! As for the most improbable time for a message to be sent, it is 3:59 a.m.
The fashion industry in action
When it comes to the highlights of the calendar: Christmas, Black Friday and sales, fashion is the most active sector with an average activation of 42%. Next comes beauty (37%) and far behind travel (14%). Black Friday is the time of year when brands are most active.
Areas for improvement: personalization of messages
Notify also wanted to know the level of personalization of messages sent by brands. More than one in two messages (56%) are personalized. 34% are completely impersonal.. The levels of customization differ: in 60% of cases it is the name, in 40% of cases the gender and in 20% of cases it is the selection of products that changes. The fashion sector is the one that customizes its products the most (38%), followed by travel (23%) and beauty (15%).
Finally, last point, some e-commerce sectors offer offers to their customers on the occasion of their birthday. The scale-up highlighted that 100% of the fashion brands analyzed send one, 30% of beauty brands do so too, as do 25% of brands dedicated to the home.The form and tone of promotional messages are key elements in captivating and engaging customers. A detailed analysis shows that personalized messages, including the recipient’s first or last name, significantly increase receptivity. The composition of messages, whether informative, promotional or triggers, must be meticulously structured to capture attention from the first seconds.“, concludes Elodie Frey, Customer Success Manager at Notify.
Source: www.ecommercemag.fr
