A recent study found out how US retail marketers plan their email calendars, and what sorts of campaigns they include. They give a lot of weight to what worked last year—85% of respondents chose this as an influential factor. A slightly higher proportion (87%) slot in major holidays and events.
Most of the retail marketers surveyed realize the risk in overwhelming their customers with too many emails. About 43% of respondents said they send one to two emails per week, while 46% said they send three to four.
But because email is such a powerful tool, marketers are being pressured by their companies to do more campaigns. While only 11% of US retail marketers said they send five or more emails weekly, the majority said they feel pushed to send a higher number to up their returns and increase awareness.
In many ways, discounts and deals seem to drive email’s success. One reason email is so successful is because customers know that marketing emails often include promotions. Three in four marketers cited the use of promotions to drive revenues as a source of influence when planning their email calendars.
Almost a third of respondents said between 50% and 75% of the emails they send include promotions. And one in 4 retail marketers said that more than 75% of their emails include some type of discount.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.