Is B&Q's kinetic campaign a glimpse into email marketing's future?

Chris Ward
Editor
MyCustomer
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With so many brands now turning to marketing automation to enhance their campaigns, is it time to reimagine the good ol' fashioned email and its relative lack of interaction?

B&Q thinks so – the UK’s biggest DIY chain has announced a partnership with Oracle to run ‘kinetic’ email campaigns, which it claims will bring a new level of immersive, content-centric service to its email subscribers.

Kinetic emails are designed with mobile users in mind; allowing smartphone and tablet users to view sliding panels much in the way bespoke mobile websites and apps allow the same functionality – without any need to scroll down a page.

The emails are said to allow for more image-based content, and offer a simple yet engaging alternative to the current static email option.

Combined with personalised content, B&Q believe ‘kinetic’ emails could potentially transform the B2C email experience:

“We are offering our customers something they have not been able to do before – access this level of information within the email template, without being directed away to the website,” says Christina Heaver, Email Planner, B&Q.

“We already see high open rates for our emails, but we are looking to increase the click-through rate for our growing mobile audience, and to increase email engagement. The benefit of this would be twofold: we can understand much more what information our customer base wants by testing the engagement levels, and in return we can send our customers relevant content in a design which is more visually creative and compelling." 

According to the most recent statistics for UK businesses, the average open rate for an email campaign currently stands at around 22.87%, while the average click-through rate hovers around the 3.25% mark. Clearly a new approach is needed for marketers to gain any prolonged success with the channel, especially through mobile devices where average click-through rates are at their lowest.  

Mobile devices currently account for over 50% of the open rate for B&Q’s email campaigns, and the retailer is focusing much of its attention on driving future marketing campaigns through this channel.  

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