Top retailers reach all-time high in promotional email marketing in 2011
Retailers are re-evaluating store operations to determine ways to improve sales and revenue. One sector many companies are focusing on is marketing.
The holiday season proved to be particularly illustrative of this, as the average number of email campaigns delivered by retailers to customers reached an all-time high in 2011, according to a study from Responsys, which tracks more than 100 top retailers.
Additionally, the research found that retailers sent subscribers an average of 177 promotional email campaigns – an increase of 16 percent over 2010. Furthermore, since 2008, this number has increased annually by 51 percent.
"Email marketing continues to become more critical to holiday sales, with the average number of email campaigns sent to a recipient during November and December growing at 20 percent year-over-year, outpacing annual growth," said Chad White, research director at Responsys.
Retailers can continue to innovate and improve their email marketing campaigns by integrating them with social media. Networking sites can be used to mine opinions and ideas for fine-tuning initiatives.
