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Industry Research : Study Shows Marketers’ Love Affair with Email Isn’t Waning
A recent study from ClickSquared, a global provider of SaaS cross-channel campaign management software and email services, and The Relevancy Group indicates that while email remains marketing’s workhorse, lack of relevancy contributes to deletions, fuels requests to unsubscribe and pushes consumers to mark messages as spam. To improve results, marketers must embrace strategies to heighten email relevancy and improve timing. By doing so, they’ll increase customer engagement and improve conversions.
"Email is still the number one go-to for most marketers, with 67% of study respondents saying it’s their most-used channel, contributing to an average of 6.6 million messages sent each month. However, its popularity is also contributing to a decline in response rates," said Dan Smith, SVP of Marketing at ClickSquared. "Marketers need to stop flooding inboxes with one-size-fits-all emails that cause even the most loyal customers to ignore the message. It’s time to re-embrace targeting, timing, and relevancy. Relevancy builds trust and translates to success."
According to the survey, 69% of consumers admitted they delete marketing email because messages are sent too often. In order for brands to achieve relevancy, marketers should be asking themselves the right questions. Has the customer shown prior interest in the product(s) that I am marketing? Does the customer usually buy trendy products, or does s/he respond to clearance sales? Does s/he tend to buy online, or visit my store—and when? Moreover, marketers should be looking at the technology behind their campaigns. If their email solution doesn’t support a full marketing database and allow for data-driven content, then marketers are really just talking to an email address - not the customer.
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Published: Monday, October 29, 2012