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While the economic crisis is forcing retailers to cut back on many marketing initiatives, e-mail marketing budgets are relatively unscathed. Due to its comparative low cost, high ROI and focus on customer retention, e-mail marketing is a recession-ready alternative.
The Retail E-Mail report analyzes the factors that are driving the growth of e-mail marketing during the downturn.
E-mail marketing still accounts for only a tiny proportion of direct marketing budgets in the US, approximately 1.5%, but that is partially due to its low cost. And when marketing budgets are tight, low costs are good.
Results are good, too. To build loyalty, e-mail marketers are using segmentation and personalization tools to create e-mails that speak to a customer’s interests or circumstances.
Marketers must overcome challenges, though. Consumers are increasingly pushing back on spam and moving to social networks, text messaging and other media to gain greater control over their personal and commercial relationships.
Key questions the “Retail E-Mail†report answers:
The Retail E-Mail report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
