E-Tailers are growing email lists

Say what you will about paid search and social networking being the best online marketing options. E-tailers aren't buying it. According to the latest survey from the Internet Retailer, e-tailers are choosing instead to increase email marketing efforts.

by Kristina Knight

In April the Internet Reporter surveyed all subscribers of the IRNewsLink and found that more than 94% are actively working to grow current email lists. Also, nearly 65% are conducting more email marketing campaigns now than a year ago.

However, there is a problem with e-tailers methodology. Apparently even though they are growing their email lists, the delivery rates of email campaigns are not growing at the same rate. In fact, only about 59% of e-tailers have successful delivery rates. Click-through rates for email campaigns are also low, with most averaging between only 2% and 15% click-throughs.

Jordan Ayan, CEO of SubscriberMail LLC said (via Center for Media Research), "The fact that more merchants aren't reporting better delivery rates tells me they aren't doing the right mix of list management and data analysis. If I had to grade... most merchants would only get a C on their report card."

In addition to actively growing email lists, e-tailers need to upgrade the copy in those messages. Including active copy and emailing only when there is a reason such as a special savings offer or free shipping are two must-includes for email messages. Those messages should also include a call to action. Email lists should be scrutinized on a regular basis, culling out non-responding or bouncing email addresses every one to two months.