ClickSquared and The Relevancy Group Study Shows Despite Social Frenzy, Marketers’ Love Affair with Email Isn’t Waning
- Email remains the most used channel in marketers’ tool chests
- Marketers send an average of 6.6 million email messages each month
- Overloaded inboxes and irrelevant offers contributing to consumers’ email fatigue
BOSTON, MASS and London November 13, 2012 – A recent study from ClickSquared, a global provider of SaaS cross-channel campaign management software and email services, and The Relevancy Group indicates that while email remains marketing’s workhorse, lack of relevancy contributes to deletions, fuels requests to unsubscribe and pushes consumers to mark messages as spam. To improve results, marketers must embrace strategies to heighten email relevancy and improve timing. By doing so, they’ll increase customer engagement and improve conversions.
“Email is still the number one go-to for most marketers, with 67% of study respondents saying it’s their most-used channel, contributing to an average of 6.6 million messages sent each month. However, its popularity is also contributing to a decline in response rates,” said Dan Smith, SVP of Marketing at ClickSquared. “Marketers need to stop flooding inboxes with one-size-fits-all emails that cause even the most loyal customers to ignore the message. It’s time to re-embrace targeting, timing, and relevancy. Relevancy builds trust and translates to success.”
According to the survey, 69% of consumers admitted they delete marketing email because messages are sent too often. In order for brands to achieve relevancy, marketers should be asking themselves the right questions. Has the customer shown prior interest in the product(s) that I am marketing? Does the customer usually buy trendy products, or does s/he respond to clearance sales? Does s/he tend to buy online, or visit my store—and when? Moreover, marketers should be looking at the technology behind their campaigns. If their email solution doesn’t support a full marketing database and allow for data-driven content, then marketers are really just talking to an email address -- not the customer.
Smith will discuss the survey findings, how social campaigns complement email marketing, and how to achieve relevancy at The Advanced Email Conference on November 14 in London in a session entitled “What Does Social Media Mean for Email Marketers.” Smith will also be presenting “Sack your Email Service Provider” at a ClickSquared hosted event, Cocktails with ClickSquared, the third in a series of debates and discussions on the issues facing today’s marketers. The cocktail reception will be at the Grand Connaught Rooms in London.
ClickSquared is the only company offering SaaS cross-channel campaign management software, enabling B2C marketers to design, manage and deliver data-driven marketing programs across email, social, mobile, direct mail, survey, and web channels without the cost and complexity of “big software” and multi-vendor integrations.
ClickSquared’s Cross-Channel Marketing Hub and value added services provide fast time-to-value, capture marketing efficiencies, deliver high ROI and create lasting value for organizations of all sizes.
ClickSquared has helped to build some of the world’s best known brands including ARAMARK Parks and Destinations, The Boston Celtics, Capital One Bank, Miami Dolphins, Dr Pepper Snapple Group, Four Seasons Hotels and Resorts, Greyhound, HomeAway, Hyatt, Lenovo, Leading Hotels of the World and Santander. ClickSquared has offices across the United States, including its headquarters in Boston, Massachusetts as well as offices in the United Kingdom. For more information, call +1.857.246.7800 or visit http://clicksquared.com/ or via the links below:
Tier One Partners