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BizReport : Email Marketing : January 24, 2015

Consumers want marketing email based on previous purchases

To engage consumers that read promotional emails, recommend products based on previous research, recommends Listrak following a recent study, and keep track of unsubscribes to get send-frequency relevant.

by Helen Leggatt

Eighty percent of U.S. consumers that read marketing emails say they find them most helpful when those messages contain recommendations based on previous purchases, finds research from digital marketing platform provider Listrak and marketing research firm Harris Poll.

Of the 2,000 U.S. adults surveyed, 72% said they read promotional emails, and it is based on this particular segment that Listrak's research was based. More than two-thirds of these marketing email readers said they enjoy personalization through many channels, not just email, including online retargeting ads (69%) and product recommendations on a retailer's website (67%).

So what type of recommendations do readers of marketing email desire? Recommended on-sale items interests 81%, products organized by price (40%), new items (39%), top-rated items (38%), top sellers (31%) and most-Pinned Pinterest products (8%).

However, too much of a good thing can work to a retailer's disadvantage. Of those who read marketing emails 44% receive five or more each week, and 21% receive nine or more. Yet, according to the survey, 21% say five or more marketing emails per week is the maximum they would prefer to receive.

Listrak CEO Ross Kramer says that if marketers see a rise in unsubscribe rates, which may indicate they are sending too much email, a technique such as opt-down can be implemented. This enables email recipients to access a preference center via which they can opt to receive less email. According to Kramer, when this technique is implemented unsubscribes were cut to nearly half.

Image via Shutterstock

Tags: email marketing, personalization

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