Online retailers are sending more e-mail, but they aren’t getting any better at offering customers choice.
The top 500 retailers in the study—ranked by revenue—sent a total 3,242 e-mails during the 30-day evaluation period last year, compared to 2,645 in 2007, according to a new study from Silverpop.
On average, the retailers sent 8.6 emails to recipients during the 30-day period, compared with 5.7 from the 395 retailers that didn’t make the list.
“Perhaps because of the tight economy, or because retailers have found that e-mail marketing works so well, retailers making the Top 500 list sent more than two additional emails a month compared with those companies that didn’t make the revenue cut,” Bill Nussey, CEO of Silverpop, said in a release.
Smaller retailers are e-mailing more, too.
Ninety-one percent of retailers ranked between 501 and 895 now offer e-mail programs—up from 83% last year. Also, more retailers (17%) are including specials and discounts.
Offering options to subscribers as to frequency and other considerations, however, has dropped off.
Only 28% of the Top 500 and 14% of the remaining retailers offered choices at opt-in. This is down from 56% and 26% respectively last year.
“Email has become a frequently used tool for retailers, but taking the time to do it right will require dedication and support,” Nussey said. “As retailers begin to rely on e-mail more heavily, it is important they recognize that consumers are in control and become adept at engagement marketing. Engaging with consumers will become critical for retail success in the coming years.”
The study, published in Internet Retailer’s “Top 500 Guide,” evaluated the e-mail marketing programs of 895 top retailers based on annual revenue.
