Why consumers aren't engaging with email
by Kristina Knight
Published in BizReport 12/8/2010
Turns out that although most marketers know the dos and don'ts of email marketing, many are still not following the best practices and are therefore missing out on engaging consumers. A new survey from Listrak finds that many emailers are using less than half of the available 'touch points' in messaging which could increase engagement and purchases.
"Retailers are overlooking crucial opportunities to further engage customer when they are most receptive to it," said Ross Kramer, CEO of Listrak. "Customers who leave items in a shopping cart before completing the purchase are prime for remarketing campaigns."
Researchers found that retailers are using only 2.3 key touch points, there are 6 available, to engage consumers. What are these touch points? Welcome messages, confirmation messages, transactional messages, shopping cart abandonment, seasonal messages and post-purchase messages. They further found that more than three-quarters (82%) are only measuring opens and clicks when research has shown that simple click or open measurement doesn't offer the best insight.
"By reaching customers at key touch points with relevant messages and using more advanced measurement criteria, retailers can cut through the clutter and overcome barriers to truly engage customers. That is how retailers will build brand loyalty and increase customer lifetime value," said Heather Bonura, Listrak Director, Brand Strategy.
Instead, marketers need to use the touch points, mentioned above, to more deeply engage their lists. Sending welcome messages, following up on a purchase - especially in the case of replenishable products - and messaging to announce new products or seasonal sales are good ways to engage a list without being obtrusive or annoying.