As 2012 settles in, your Internet marketing service provider is most likely ready with your social media battle plan for the year. Hopefully, e-mail marketing is among the key priorities because according to a report from the Internet Retailer, last year proved to be a good year for e-mail marketing.
According to Responsys Inc., online shoppers received more e-mail marketing messages last year than they did in 2010. On average, the data revealed that retailers sent out 177 promotional e-mails to each subscriber which is a 16% improvement from 2010. The study also found that the upbeat performance of e-mail last year was greatly helped by a “late season surge” in holiday shopping season messages. The company is looking at the same kind of growth as 2012 unfolds. This is good news for e-mail marketing service providers because in the past year, e-mail marketing has taken a backseat to a more popular form of Internet marketing service—social media.
Responsys Research Director Chad White was quoted in the article saying that e-mail marketing was preferred by many major online retailers because of its low cost factor. However, he also noted that the bigger challenge now is to focus less on volume and more on content and relevance of message. He reminded e-commerce merchants and Internet marketing service providers to focus on “better analytics, more triggered e-mails and more segmented and personalized messaging” for a more successful e-mail marketing campaign in 2012.