How to survive the apocalypse of retail

Marketing emails, but not just any

The study’s authors surveyed 1,000 consumers in June 2018 to determine what motivates them to engage with retailers, shop, and stay true to a brand.

The report examines opportunities and trends for marketers to ensure their e-mail campaigns stand out during the holiday season.

It is essential that retailers reach consumers with the right messages and products, all at the right time.

Forty-seven percent of consumers consider e-mail the preferred channel for brand communications, and Generation Z is more likely than all others to feel that it receives too many e-mails (68%). Yet e-mail communications do not seem to work well with consumers.

The overload of their inbox is the main reason why subscribers ignore marketing emails, followed closely by recommendations for products (50%) and content (41%) deemed irrelevant.

These numbers illustrate that many retailers do not understand the preferences of their subscribers in terms of sending frequency, delay, and interest. The study points out that only 37% of consumers say that the communications they receive from retailers are properly personalized.

Thirty-three percent of subscribers ignore marketing e-mails if they do not offer discounts or free delivery, and 60% will buy after receiving such e-mails if they offer these items.

The store is not dead, it changes

According to the study, more than four out of 10 consumers (42%) say they do not unsubscribe from emails that they do not read, but rely on the purpose of the messages to decide whether to open them or not. no.

So, how can retailers take precedence over the competition and convince customers to open marketing emails? The survey recommends keeping an email subject between 1 and 20 characters to improve the open rate.

Entering the recipients’ names in the subject line and including an offer also maximizes the chances of opening the email. Other techniques: Using social networks to share funny and interesting messages, write messages that engage your audience, and encourage positive feedback with your messages.

Nine out of ten consumers (90%) buy in stores at least once a month and 60% say they shop in stores because they want to see the items in person.

If you are about to give up, do not despair. The store experience is not dead, it is changing.

Retailers will have to change too.