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BizReport : Email Marketing : January 04, 2012

Responsys: Email spike to continue for retailers

Throughout the 2011 holidays, Responsys has reported a spike in marketers' email usage. Now, that spike seems to be less a holiday occurance and more a simple resurgence of the medium. In 2011, retailers sent an average of 177 promotional messages per subscriber, a 16% increase over 2010 and a 50% increase over 2008 numbers.

by Kristina Knight

email.jpgAlthough the week following Christmas saw email sends drop 31% (week to week), they remained 24% over 2010 levels. That plunge was expected - the holiday shopping spree is over, consumers are buying less right now as they look to the new year.

"As we kick off the New Year, email continues to play an increasingly prolific role as a marketing tool for retailers," said Chad White, Research Director at Responsys. "During 2011, major retailers relied more than ever on cost-efficient email marketing to reach their customers and generate sales. And, we expect retail email volume to continue trending upward in 2012."

According to Responsys retailers in November and December sent an average of 41 emails sent per subscriber, a 20% increase. The key going forward, advises White, is to rely less on increasing the number of messages sent and to rely more on the relevance of the message to the subscriber.

Meanwhile ReturnPath reports mobile viewing of emails is steadily rising. While desktop/webmail views still account for more than 70% of email viewing, mobile views have increased to 23%. Interesting to note are the messages getting the most attention through mobiles; ReturnPath notes most mobile email messages opened are related to publishing, entertainment or social network notifications. Desktop engages business-related message readers most and webmail users are most likely to read Finance (49%), Shopping (48%) and Travel (45%) messages.

Tags: email advertising, email marketing trends, email message trends, Responsys, ReturnPath

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