Email marketing has been increasingly used by retailers over the past few years to generate sales and reach out to customers in a more personal way. These messages give merchants the opportunity to connect with their patrons and show their appreciation through relevant products and services as well as discounts and deals that can be redeemed in stores or online.

And it seems as though retail customers are more receptive to these emails than they have been in the past. Internet Retailer reported that a study by Forrester Research found that 44 percent of consumers admitted that they delete marketing and advertising emails. This figure is down from the 59 percent who said the same back in 2010. The research also revealed that 6 percent of respondents stated they often purchase products that are included in these emails, up from the 4 percent who did this two years ago, the source detailed.

These findings show that shoppers are more aware of retailers' emails, and they are opening these messages more to see how the content is relevant to their needs. For merchants that use this marketing channel for boosting sales, having a strong retail management system in place that analyzes customer preferences is one of the best ways to ensure that emails are seen and acted upon. 

This entry was posted by Retail Pro on Friday, August 2nd, 2013 at 6:28 am .