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BizReport : Email Marketing : March 17, 2016

Report: Consumers 'inundated' with email

Shoppers are feeling more overwhelmed that ever, and that overwhelmed feeling has a lot to do with how they are contacted by brands and retailers. According to one report shoppers are receiving up to 13 emails each week, most from 2 or fewer retailers.

by Kristina Knight

Retailers are sending more emails, but instead of the increase appealing to shoppers, many report they feel the message is irrelevant (95%) to them, and that 82% believe retailers 'don't understand' them/their wants.

First Insight surveyed shoppers to find how they felt about the email lists they sign up to receive. On average, shoppers sign up for emails from 2 retailers, and most of them (67%) believe receiving more than 6 emails per week is too many. On average, though, these shoppers are getting at least 13 emails per week.

Some interesting findings from the report include:

• Shoppers only open 1 in 4 emails
• 95% say the emails they receive are not relevant to them
• 44% have unsubscribed from a retail email list within the last 6 months
• 40% say they 'go out of their way' to shop with brands who 'don't waste their time' with irrelevant emails

"Retailers could find that by using a lighter touch and taking a more personalized approach with email marketing could inspire more purchases in the end. Sixty-one percent of consumers say that their favorite retailers only send them one or two emails a week, and 43 percent of consumers say they would be more likely to open emails from retailers if they knew those emails contained personalized suggestions of products or clothing that aligned with past purchases, rather than promoting products that were generally available or 'on sale'," writes the company.

Image via Shutterstock

Tags: email content, email marketing, email trends, First Insight

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