Who's E-Mailing in Retailing

04/26/2004

After signing up for e-mail marketing communications at 98 retail Web sites in the US, the e-tailing group was able to determine that while mass merchants represented a relatively low percentage of the sample, 15% of the e-mails received for the study came from such retailers.

In fact, mass marketers and books and music retailers both averaged the highest amount of e-mails sent per week at 1.6.

the e-tailing group received 1,000 e-mail messages during the time period of 6 October through 28 December in 2003. Other types of retail outlets that claimed the highest percentage of total e-mails received for the study were apparel outlets and home and garden outlets claiming 16% and 15%, respectively. Meanwhile, gifting and drugstore retailers represented a respective 14% and 11% of the total merchants studied by the e-tailing group, but each contributed to less than 10% of the volume of e-mails received.

Of course, the e-tailing group notes that an increased number of e-mails were sent by retailers as the holiday season approached. The research firm also warns retailers that sending too many messages can be overkill to consumers, as targeted messages and relevant content are still the most important factors for successful e-mail marketing.

Source of Article: eMarketer

Date of Article: April 22, 2004