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BizReport : Email Marketing : June 17, 2010

Silverpop: U.K. winning 'inbox clutter' battle

Carefully crafted, relevant and consumer-centric email campaigns are crucial to maximizing ROI and improving overall results in today's crowded inboxes. A recent Silverpop study found that U.K. retailers are particularly savvy at ensuring their email messages rise above the clutter.

by Helen Leggatt

silverPop_logo.jpgWhen compared with retailers in the U.S. and Australia, U.K. businesses give their email subscribers more opportunities to tailor their experience, found Silverpop's review of top retailers' email marketing programs.

Almost half (46%) of British retailers reviewed gave subscribers the ability to select preferences such as email frequency and format.

In the U.S. and Australia, however, only around one-third of retailers offered subscribers a preference option.

Silverpop also found that British retailers were twice as likely as their American counterparts to grab their recipients' attention with personalized subject lines.

"A crowded inbox can be a noisy place, so retailers need to keep their ears closely tuned in to what their subscribers are telling them about the types of messages they want to receive and when," said Bill Nussey, CEO of Silverpop.

One area in which American retailers did out-do both Australian and British retailers was offering deals via email. Nearly nine of 10 (87%) of the U.S. retailers reviewed included sales and special offers in their marketing emails whereas only 58% of U.K. and 56% of Australian retailers did so.

"By carefully listening and tailoring their messages, especially incentives and special offers, to each individual's specific interests, savvy marketers will ensure their messages rise above the growing din--becoming more than just welcomed, but actually helpful as online shoppers carefully consider purchase decisions," added Nussey.

Tags: consumer preference, consumer targeting, email campaign, email marketing, email strategy, email subscription

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