Measuring Email’s Effectiveness: How Do Top Retailers Stack Up?
For retailers, email remains one of the most reliable marketing tools. As such, it’s critical that they understand how it impacts the health of their overall business. But how many actually know where they stand when it comes to creating a successful email strategy? As we move beyond the batch-and-blast practices of the past, it’s on retailers to develop relevant, engaging and individualized experiences that lead with the customer. However, there’s still a lot of gray area when it comes to achieving this.
With this challenge in mind, RSR Research and Coherent Path set out to discover the general practices that make or break a retailer’s email strategy. By analyzing nearly 140 retailers on the Internet Retailer Top 500 list, they explored specific elements of emails that could be measured objectively to identify the places where retailers are over- and underinvesting in their subscriber list, and ultimately leaving money on the table. Learn how email frequency, catalog exposure and email content impact email success, which areas top retailers are excelling and falling behind in, and how retailers can start improving their email programs today.