New Study: Many Marketers Miss the Opportunity to Re-activate Subscribers
Pundits in the email industry have been declaring the end of batch-and-blast email for years. Return Path wrote the obituary four years ago.
Oh, if only it were true.
Instead, our new study finds that way too many top-brand marketers ignore signs of inactivity and instead send the same type of message, at a high frequency, over and over and over and over.
In a follow up to our 2008 study of email practices amongst ecommerce companies, my colleague Stephanie Colleton and I analyzed email from 40 retailers who sent messages to a former buyer who did not open, click or purchase for more than a year and a half. What we found was not completely surprising, though it was a bit depressing.
Here were our key findings:
Sending email without regard to whether or not its relevant for subscribers is not a winning strategy and there are costs associated with sending email to people who are unlikely to ever respond.
Here are four things you can do now:
Download our study now. It has much more detail on our findings and includes several screen shots of the few bright spots.
About Bonnie Malone
Bonnie is passionate about excellent customer experience. With a background in marketing, merchandise buying, and retail management, she helps companies stay relevant amid the changing digital landscape. Bonnie leads the knowledge and consulting teams at Return Path, the global leader in email deliverability. She is an active Email Experience Council committee member, featured speaker for events, and writes monthly for the Return Path blog and TotalRetail.