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Coherent Path Survey Finds Retail Marketers Under Organizational Pressure to Send More EmaileTail West (Booth #615) -- Today at eTail West, Coherent Path, the email marketing calendar company, unveiled the results of a new survey designed to measure how retail marketers currently think about and plan their email marketing calendar. The survey of retail marketers found that, despite sending multiple emails to customers each week, 65 percent feel pressure to send even more emails to boost revenue and drive awareness. This is not a surprise given today's retail environment, where every retailer is searching for ways to remain competitive and win their piece of the digital pie. One strategy has been to simply send more emails. Fifty-seven percent of marketers surveyed reported sending three or more emails a week, while 11 percent of that group send five or more each week. "Email continues to be a successful driver of revenue, so it's only natural that marketers get addicted to the ROI and feel pressure to send more," said James Glover, founder and CEO of Coherent Path. Other marketers are defaulting to merchant-centric tactics that leave the customer's wants and needs as an afterthought. The survey data revealed that email marketers are relying too heavily on what worked last year (85%) when planning email marketing calendars for the next 12 months, with a majority of retailers relying on major events and holidays (87%). Only half (50%) are using data from an individual's past email behavior to decide what email message(s) they will receive each week.
"As retailers start to move toward a data-driven strategy, they should consider one that not only individualizes communications based on the evolving tastes and interests of their customer base, but also informs them on how to expose more of their product catalog to relevant audiences within their list. This gets retailers away from relying solely on promotions and breaks the consumer of the growing discount mindset," added Glover. Full results from the survey are currently available for download at coherentpath.com/email-marketers-dilemma. Retailers attending eTail West can pick up a copy at Booth #615, as well as receive a custom email grader evaluation.
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