Email


Jim Schuh, director of digital marketing at indoor water park Great Wolf Resorts, discusses how the brand uses data to boost customer acquisition efforts.

Jennifer Stamper, interactive marketing manager at Extra Space Storage, talks about the brand's acquisition strategy and why email's role in it is growing.

Nicole Oliver, director of brand experience at US online eyewear retailer Coastal.com, talks about how the company built an email marketing strategy that is personalized to each recipient.

Only about one-third of US retail email list subscribers have actually made a purchase from the retailer whose email they subscribed to, according to industry data. Many have made just one purchase from that retailer, suggesting inboxes may be cluttered with unwanted retailer offers.

For nearly a third of retailers, the average customer makes a purchase within the first 48 hours of signing up for marketing emails, June 2016 research found. And for approximately a quarter more merchants, customers first buy within a week of email signup.

For most small- and medium-sized retailers in the US, email marketing helps with both customer acquisition and retention. And according to March 2016 research, it’s far better than any other tactic for both objectives.

Email marketing trends, like fluid hybrid design, are emerging. However, most marketing professionals still use responsive email templates, according to November 2015 research.

The death of email marketing has been prophesied for much of the last decade. At one time spam looked as if it might prove fatal, turning many consumers against email advances from brands. Also, newer forms of digital marketing, such as social media and video, promised a more contextual engagement with consumers.

Shop.ca executives discuss how Canada's online marketplace uses email to reach customers.

Placing a sign-up form on the homepage of a website is the primary way US digital retailers encourage email subscriptions, according to research.

US email marketers are having increasing success with mobile devices compared to the desktop. According to August research, mobile devices were driving more email clicks, orders and revenues in Q2 2016 than a year earlier.

Despite whisperings of its decline in recent years, email remains a growing, go-to channel for marketers. However, for email to continue that success, marketers must consider how and why mobile use, increases in message volume and frequency and data-driven relevancy impact performance.

According to July 2016 research, personalization of marketing emails is most commonly the attribute that influences web users in the UK to click. Among the youngest users, however, design may be more of a factor.

Just under half of all marketing emails opened in Australia are opened on a mobile device, according to June 2016 data. Overall, about one in three emails sent are opened.

A solid majority of marketers in the UK use automated email campaigns, including more than half of those among even the smallest companies. At bigger firms, the rate is closer to 90%.

A review of marketing technology adoption habits found email marketing was among the most popular categories of software for marketers worldwide. New capabilities like dynamic content and better personalization, along with longstanding marketer familiarity with the tactic, are helping to keep the dollars flowing.

Retailers are continually relying on email to build a relationship with new and existing customers, and, ultimately, drive sales. But according to November 2015 data, consumers are getting too many emails from retailers.

Tom Tate, product marketing manager at global email services provider AWeber, discusses the value of having a team monitor regional laws to ensure email compliance for clients.

Claire Bara, vice president of marketing at Rona, discusses the issues the company faced after Canada's Anti-Spam Legislation (CASL) went into effect.

Email marketing is huge for retailers, and the first step in the relationship is getting a customer or potential customer’s address. According to October 2015 research, the most common place retailers do so is on their websites.