January 3, 2012, 3:17 PM

E-mail marketing increases 16% in 2011

Responsys says a surge in holiday marketing messages boosted growth.

Thad Rueter

Senior Editor

Lead Photo

Online shoppers received more e-mail marketing messages from retailers in 2011 than they did in 2010, according to data released by Responsys Inc. The e-mail marketing services provider says retailers, on average, sent each of their subscribers 177 promotional e-mails last year, up 16% from 2010.

Responsys based its findings on its tracking of e-mail marketing messages from more than 100 U.S. e-retailers. The company expects similar e-mail growth in 2012, says Responsys research director Chad White.

“During 2011, major retailers relied more than ever on cost-efficient e-mail marketing to reach their customers and generate sales,” he says. “But the growing challenge for marketers going forward is to gradually rely less on volume increases and more on increases in message relevance to drive success. Deploying better analytics, more triggered e-mails, and more segmented and personalized messaging should be key areas of focus in 2012.”

Last year’s growth in e-mail marketing was helped by a late season surge in those messages during the 2011 holiday shopping season. Responsys says that during November and December, the retailers it studied sent, on average, at least 41 promotional e-mails, a 20% increase from the 2010 holiday shopping season.

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement