The type of incentive or offer retailers should consider including in emails depends on their business goal, according to a recent study. For those hoping to get their messages opened, less overt sales messages with no specific offer (open rate of 15.6%) or loyalty incentives (14.6%) had the highest open rates. But among digital retailers hoping to create sales conversions, the study suggests retailers should focus on messages like free shipping (7.6%) and “percentage off” discounts (7.9%), as these led to the highest conversion rates.
What does all this tell US retailers about how to boost the performance of their email efforts? The answer depends largely on the intended business goal, and the data suggests that trying to include too many messages in the same email message can be counterproductive. Start with a single objective and work from there. Trying to “do it all” in a single email message can ultimately backfire with consumers.
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.