Business Marketing

Consumers are overwhelmed by company emails [report]

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Email marketing is the second most effective marketing channel in ecommerce, but it might be worth noting that there is a point where customers say “when.”

The customer is always right

With statistics like “an average of 222 percent ROI on email services” (EmailStatCenter.com) or “email generates 50 percent more sales-ready leads at 33 percent lower cost,” (Hubspot), it’s no wonder that so many businesses use email as their primary marketing approach. It might be worth noting that there is a point where customers say “when.”

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How many emails are too many?

In a survey released in November 2015, First Insight asked 1112 participants about their thoughts about email from retailers. Most customers think they get too many emails. About two-thirds of respondents reported that they received five or more emails per week from a retailer, and that was too many. One the other hand, about one-fifth of respondents who received fewer than five emails per week thought that was too many.

According to Business 2 Community, email marketing is the second most effective marketing channel in ecommerce. The first is search. More businesses are spending more of their marketing dollars on email and social media, while direct mail, tradeshows, and print advertising are seeing decreased spending. The customers are coming online to find your organization.

Keeping up with what your customers want

Businesses cannot afford to quit sending emails, but it is important to make sure that your message is relevant to consumers. Most people unsubscribe from email lists because they are getting too many emails or the emails become irrelevant. By “hyper-targeting” the message in the email, more consumers are clicking through. Your business has to go beyond just name, age, or location to really reach the target audience, but in today’s marketplace, that data is available.

Make sure your brand pays attention to the analytics of your email marketing. Utilize the data you receive when someone interacts with your website or social media account. Taking advantage of this information will let your business engage customers and convert sales, instead of wasting money on emails which don’t get the desired results.

#StopOverEmailing

1 Comment

1 Comment

  1. Jo Shinner

    March 29, 2016 at 12:28 pm

    Hi Dawn, Couldn’t agree more.
    I was just writing a blog piece on the opportunities for marketers to create a robust double-opt-in email address list, so your points about the positive use of targeted email fell against an open door. Email marketing gives marketers the opportunity to really pinpoint messages to a target audience.
    I think modelling consumer data to send relevant content is an established method in other marketing channels. Email marketing is catching up with this and the features of some new technology, like geo data, gives some really exciting ways to make emails and other digital comms relevant and timely. Thanks for the article.

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