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Doing Email Wrong Says SilverPop To Retailers

Posted on 6.03.2008
Email is one of those marketing practices that you must engage in and do well to truly provide a benefit to your online enterprise. Unfortunately, most never get involved so never understand the value proposition it brings to the enterprise.

A recent survey by email service provider SilverPop found that the most sucessful email makreting programs deliver the products consumers want and when they want them. If you aren't collecting the information during transactions or throughout the consumer relationship building process, email efforts will be untargeted, completely irrelevant to needs and untimely.

The number of emails sent in a 30-day period varied quite a bit among companies studied. While some retailers practically bombarded inboxes with promotional messages, far too many ignored consumers. Thirty-five percent of retailers failed to send any message at all within 30 days after registration – no confirmation message, no welcome message, no product information or sales notice. Can you imagine? It may be time to take a close look at the messages you are sending (if you're doing it at all), when you are sending them, and the response that individual messages are generating to see if they can be improved.

"Delaying a first send only confuses the recipient," said Elaine O'Gorman, senior vice president of marketing and product strategy for Silverpop. "If consumers have to wait for more than a month to receive the first email message from a retailer, chances are they'll have forgotten that they even registered with the company and will hit the spam button to keep such messages from reaching their inboxes in the future."
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