KeithMoore.org

Written By: Greg Hyer

Understanding how others use email marketing for their business can help you with developing your own email marketing strategy. One way you can gain insight is by utilizing studies from marketing research firms like the eMarketing Association, Email Experience Council or Forrester.

Below are some stats published by industry recognized marketing research firms:

• 88% of retailers listed email as a high priority for the year, largely to retain customers, the study found. - Forrester Research and Shop.org, “Retailing Online 2009: Marketing Report” (2009)
• Visual appeal is an important factor for retail customers- and accordingly HTML formatting was favored by 95% in 2009, up from 86% in 2008. - E-Tail Group “More Merchants Rely on Email to Minimize Cart Abandonment”(2010)
• 41% of US Internet users threatened to stop buying from companies that send them irrelevant messages,. -CMO Council and InfoPrint Soultions (2010)
• More than 1 billion consumers will be accessing email on their mobile phones by the year 2013. This is compared to fewer than 200 million in 2009. -The Radicati Group(2010)
• 18% of business executives wanted to add social components to their e-mail campaigns and did not know where to begin. - eMarketer “2010 Marketing Trends Survey” (2010)

Small retailers should be aware of the problems that larger retailers face. Smaller retailers have the advantage of being able to make quicker decisions while adapting to market conditions, as compared to larger retailers. These same lessons  apply to email marketing.

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