2018 Email Marketing Study: How 100 of the Top Retailers Engage Shoppers in the First 45 Days and Beyond

Retailers work relentlessly to acquire new customers with carefully timed emails, curated content and maintaining the right frequency, but what happens after the retailer succeeds and that customer makes that long-awaited first purchase? How is the retailer working to retain that customer and maintain a loyal customer base?

To answer this question, Coherent Path conducted a study to help give retailers visibility into how their peers are performing and to facilitate a discussion on optimal email marketing practices in retail.

Coherent Path evaluated 100 retailers from the Internet Retailer Top 500 list and acquired every email each of these retailers sent to email subscribers who have never purchased a product from July 2017 to December 2017. The company also purchased from each retailer and collected every email sent to them, as first-time buyers, for the first 45 days after the purchase was made from November 2017 to December 2017. Coherent Path then analyzed the communication tactics between a “purchaser” email and a “non-purchaser” email received during this time to determine how retailers interacted with the two audiences. The report also looks at how retailers are performing in other key areas such as email frequency, content and catalog exposure.