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BizReport : Email Marketing : November 22, 2011

Emailers: Why your messages may be falling on deaf ears, blind eyes

Although more people will be shopping online this holiday season, there are many brands and marketers who won't see an uptick in sales. Why? Because their email campaigns aren't hitting the mark.

by Kristina Knight

According to Responsys email marketers are using bad tactics and because of this are losing potential clients and conversions. The "Email Engagement and Deliverability Study found that over half (54%) of retailers are sending emails to inactive subscribers; many of these are emailing inactives at the same rate they email active subscribers. This over-emailing can lead to marketers messages landing in spam/junk folders.

"If over 50% of an email distribution list has not clicked or opened a single email in one year, major ISPs will filter all the incoming email to a junk folder, even those messages going to engaged subscribers," said Heather Goff, Senior Deliverability Consultant at Responsys. "ISPs tolerate even less inactivity from high-volume senders with list sizes in excess of one million subscribers."

Meanwhile, a report from MarketingSherpa finds less than one-third (28%) of email marketers report they're sending emails filled with relevant content, sent to segmented lists and sent with clear conversion goals.

These mistakes can and should be easily corrected, especially considering the fact that more people are shopping or researching purchases online; all that shopping and researchers means many will sign up for newsletters, sale/discount information, etc. In fact, according to a recent RetailMeNot survey 46% of employed consumers will shop via computer this holiday season. Most of these shoppers (82%) will use coupons, 26% will look for free shipping options and 23% will look for buy-one-get-one-free options.

Tags: 2011 holiday trends, ecommerce, email marketing, email messages, email trends, Marketing Sherpa, Responsys, RetailMeNot

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