Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
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.
When 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
Tweet
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- How to update programmatic strategy for 2021
- Top 3 tips for email success in 2021
- Report: Streaming services push media spending surge
- Experts predict life in 2025 will be more tech driven
- Look for virtual events, social commerce to stick post-pandemic
- Studies ID risks, impact of remote work
- What are the differences between social media platforms?
- Expert: How Covid-19 will impact merchants in 2021