Those Emails Keep Coming and Coming
his Email Insider blog, Chad White, research director at Smith-Harmon,
provides statistical data to support his contention that email volume from
retailers hit an all-time high in 2009.
it’s no surprise that more companies are sending out emails — especially with
larger numbers of consumers opting-in to receive them — there is clearly a
challenge in this for marketers. As with so many other ad vehicles, how do
marketers cut through the clutter and avoid the delete button?
to Mr. White, retailers he tracks sent him an average of 11 emails per month.
During December, the average climbed to 15.4 emails. This number trend, he
insists, cannot be sustained and merchants need to focus on finding more effective
(see targeted and personalized) means of communications rather than trying
to stuff more emails into consumers’ in-boxes.
his recommendations are:
- Offering consumers a preference center
to give them greater control over the email they receive.
- Building triggered email programs around
events such as anniversaries and birthdays. Emails in response to abandoned
shopping carts can also be effective “if done right,” according to Mr.
- Add personalized content and promotions
to increase their relevancy to individuals receiving them.
- Use detailed customer profiles from loyalty
programs to increase the effectiveness of target offers.
Are the sheer number of retailer emails making them less effective from a
marketing standpoint? What do you think are the keys to achieving the greatest
return on investment from email marketing programs?