Retailers Increase Email Marketing Activity
By George Anderson
Research by Bigfoot Interactive indicates that retailers are finding email marketing to be both a cost effective and productive means to increase sales.
According to a poll of 5,100 retailers, the delivery rate of messages to consumers email boxes was 94 percent during the last holiday season. The click through rate for email
delivered was 4.8 percent.
Of the retailers responding to Bigfoot Interactive’s poll, 60 percent said online revenues increased during the holidays. More than one in four credited email marketing as being
at least partly responsible for their sales growth.
Moderator’s Comment: Which retailers (online or multi-channel) do the best job of email marketing? What Best Practices should retailers follow if they
are looking to be successful using email as a means to brand and/or grow sales? –
George Anderson – Moderator