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Why Customers Tune out from Retailers' Emails

Why consumers unsubscribe from retail emails, and how retailers can minimise this through more relevant and timely communication. 
According to a survey from Engage Hub, 90% of consumers have unsubscribed from retail emails in the past 12 months.
Among the main problems cited by the survey respondents were too many emails, or emails not being relevant to their interests.
46% said they receive too many messages – 26% said they get messages from some retailers at least once a day, while 15% receive more than that.
This is a common complaint from customers, and retailers do have to consider email frequency. Consumers will always report that they receive too many emails, but retailers need to study their results to decide on this.
There’s a balance to be struck between sending too many and running the risk of pushing up unsubscribe rates, and missing out on opportunities to sell by sending too few.
Retailers can also send too many of the same type of email. For example, Gap sends emails advertising sales and special deals several times a week, thereby lessening the effect of the tactic.

I’d argue that relevance may be a bigger issue here. For instance, I’ll ignore the majority of Gap’s emails as there’s only so many shirts you can buy, but I will take note of them when I’m looking for new clothes as they are then relevant to me.
Indeed, 24% of respondents in the Engage Hub survey have unsubscribed due to irrelevant emails, and a similar pattern is shown in a recent MarketingSherpa survey:

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Email Personalization Remains a Challenge for Companies

A new survey of email marketers finds that personalization at scale remains a challenge for many companies, despite its benefits.
Personalization can be very effective but, as Matt Hayes told us recently, it’s ‘bloody hard’ to put into practice.
This was the topic of our recent webinar with KickDynamic, in which we looked at some examples of personalization in action. It’s also a key area of focus for marketers, as revealed by the latest Econsultancy / Adestra Email Census.

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Are Retailers Wasting Their Time With Personalization?

In our latest webinar SaleCycle CMO Chris Sheen looked at the topic of email personalization, with help from Kickdynamic CEO Matt Hayes… 
Personalized email campaigns generate 30% more revenue for many retailers, but only 3% are doing it successfully.
Other surveys suggested that just a minority of marketers use personalization. Econsultancy’s latest CRO report found that 34% of companies aren’t using any form of personalization at all, in emails or on site.
So why are marketers finding personalization hard to put into practice? Well, as Matt puts it, ‘it’s bloody hard’

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