What email from a retailer do you actually click on and read?
If you’re like most consumers, you’re lured by one little, but powerful word: SALE.
“Email still sits among the top digital marketing channels, and many retailers plan to funnel even more spending into the channel this year,” according to eMarketer.
But here’s the kicker: based on recent research, “retailers should focus heavily on sales promotions in those communications.”
And in other news … water is wet.
“Listrak found that 72 percent of U.S. internet users opened and read promotional emails from retailers, and age and gender didn’t play huge roles in whether or not they did,” according to eMarketer. “Fully 71 percent of males said they looked at retail promo emails, as did 73 percent of females. Millennials were the most likely to open and read promotional emails, at 75 percent of respondents.”
But other demographic groups weren’t far behind: 73 percent of 35- to 44-year-olds were promo email readers, as were 71 percent of those 45 to 54 and 70 percent of the 55-to-64 and 65-and-older cohorts.
Personalized emails including recommendations are top response-getters. Bottom line, though, one thing is crystal clear: product sales are a key way to get users to check out tailored product recommendations.
“Considering the short amount of time retailers have to catch email users’ attention, they should put the reason behind their product recommendations front and center,” advised eMarketer.