Retailers’ Emails Still ‘Spray and Pray’
“In the 12 years I've been writing for BizReport,” writes Helen Leggatt on Wednesday, “I can guarantee this topic rears its ugly head at least a few times each year. Yet, here I am, still reporting that marketers are failing to optimize their email marketing in terms of relevancy and frequency.”
She cites research from Engage Hub showing why customers opt out of email marketing. “Retailers Continue to Miss the Mark With Email Frequency, Relevancy” shows “90 percent of consumers have cancelled email communications from retailers in the past; of which, nearly half (46 percent) did so because of the high frequency of messaging. A quarter (24 percent) of respondents claimed to receive an email every day from some retailers [and] 15 percent claimed to receive even more.”
[Author’s note: I thought of a retailer immediately upon reading this research, checked, and saw that two emails arrived from the marketer within three hours of each other. When I check the e-commerce site, the blouse I want is regularly out of stock.]
Simon Brennan, Engage Hub's VP of sales in Europe, says irrelevant emails sent too frequently generate spam complaints and often remain unopened. If that doesn’t worry a retailer, perhaps the subsequent lowered ROI and customer engagement will.
Retailers’ urge to push “send” is understandable, as Engage Hub finds 62 percent of consumers prefer email messages to other marketing channels.
However, James Glover, CEO of Coherent Path, said retailers “get addicted to the ROI.”
His company’s research found: “76 percent of marketers rely on email for revenue and, as a consequence, more than half send at least three emails each week. Ten percent send more than five emails a week.”
What do you think, retailers? Is this a case of looking for quarterly ROI over long-term results? Is there some other explanation?
Please respond in the comments section below.
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