A new report finds that retailers have room for improvement in email effectiveness
Conducted by RSR Research for email service provider Coherent Path, the study analyzed emails to users whose tastes were unknown.
All those young whippersnapper technologies can tout their flashy new features, but ol’ man email keeps delivering the goods.
To find out how this venerable channel generates a ROI as high as 3,800 percent (per the Direct Marketing Association), market intelligence firm RSR (Retail Systems Research) authored a free report on “Measuring Email’s Effectiveness,” sponsored by email service provider Coherent Path.
This study analyzed the email practices of 138 retailers — some of which are Coherent Path customers — on the Internet Retailer Top 500 list, based on every email sent by the retailers to an unknown or generic user from March 2016 to March of this year. The recipients were not subscribed to that retailer’s loyalty program, and the retailer knew nothing about their preferences. The emails were acquired through a third-party tool, MailCharts.