‘The secret to email marketing success: delivering relevance’ – Marketing Land
James Green says, “It’s no secret why marketers rely on and continue to invest in email. In 2015, there were more than 4.35 billion email accounts and nearly 2.6 billion email users worldwide. And according to eMarketer’s Retail Email Marketing: Benchmarks and Trends in the US, internet users of all ages continue to open promotional emails, welcome targeted messages when shopping and think of email as a preferred channel for interacting with retailers.
While you might assume young adults have abandoned email for other channels, checking and sending email is still the leading digital activity for 18- to 34-year-olds. The fact is, customers still love their email.
But here’s the catch: You’ll only succeed with email if you deliver relevant content. We know that spamming customers isn’t the answer, and sending email that doesn’t align with your consumers’ interests doesn’t move the revenue needle, either.
Your audience will be most receptive to messages about merchandise they have already shown interest in, explicitly or passively”.
Comments are closed.
