Retailers hit email marketing high in 2011

Last year, retailers upped their email marketing strategies to reach out to consumers and boost their customer experience management techniques.

Last year, retailers upped their email marketing strategies to reach out to consumers and boost their customer experience management techniques.

According to a recent report from Responsys, the average number of promotional email campaigns delivered by top retailers hit an all-time high last year. Unsurprisingly, December - the height of the holiday shopping season - saw the highest number of average campaigns, with subscribers receiving almost 15 messages in their inboxes per month.

On average, retailers sent subscribers a total of 177 promotional email campaigns in 2011, representing a 16 percent increase from 2020. Furthermore, the study reported that since 2008, the number of email campaigns sent to company subscribers has increased by 51 percent.

The study also found shifting trends regarding consumers, including when they are the most responsive and likely to shop.

"While Friday is the most popular day for retailers to send email campaigns, its popularity is driven more by the announcement of weekend promotions than by increased response rates," said Heather Blank, vice president of strategic services at Responsys.

Regardless of when an email is sent or what it's actual content is, retailers need to ensure that recipients are subscribers. This means asking customers to opt-in online or in store.