(As seen in Retail TouchPoints)
Email continues to be the little engine that could — while it’s a long-established channel, it continues to be an effective customer engagement tool for retailers. In fact, according to the Direct Marketing Association, email marketing has an ROI of 3,800%. Because of the profitability of this channel, retailers across industries face pressure to send more emails, more often.
We recently conducted a survey examining how retail marketers currently think about and plan their email marketing calendar and found that, despite sending multiple emails to customers each week, 65% feel pressure to send even more emails to boost revenue and drive awareness. Fifty-seven% reported sending three or more emails a week, while 11% of that group send five or more each week.
But more doesn’t always generate better results. According to Marketing Sherpa, about one in five respondents said they’d unsubscribe if an email was irrelevant to them or if the content of the email is boring or repetitive. Instead, consumers crave relevance. 81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email (Source: eMarketer) while 74% of marketers say targeted personalization increases customer engagement (Source: eConsultancy).
So, as consumers continue to get bombarded with emails, how do you cut through the noise even if your emails make it to the inbox?
Hop on over to Retail TouchPoints to read the full article for Coherent Path’s tips that will help you create emails that consumers want to receive, revitalize your email program, help you get noticed and avoid the delete button: http://www.retailtouchpoints.com/features/executive-viewpoints/avoiding-the-delete-button-creating-emails-consumers-want-to-open
Also published on Medium.