[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2014\/07\/24\/your-customers-get-too-many-emails-and-most-of-it-is-noise\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2014\/07\/24\/your-customers-get-too-many-emails-and-most-of-it-is-noise\/","headline":"Your customers get too many emails, and most of it is noise","name":"Your customers get too many emails, and most of it is noise","description":"The overwhelming volume of email and the poor relevance of the content to each user seem to be broad concerns.","datePublished":"2014-07-24","dateModified":"2024-04-12","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/arvind-krishnan\/#Person","name":"Arvind Krishnan","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/arvind-krishnan\/","identifier":82,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/b85787198043100b5603ebbbd55546f82457128294d752108ba3cb1e10af3853?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/b85787198043100b5603ebbbd55546f82457128294d752108ba3cb1e10af3853?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/10\/B2C-email-marketing-strategy.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2020\/10\/B2C-email-marketing-strategy.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2014\/07\/24\/your-customers-get-too-many-emails-and-most-of-it-is-noise\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/sales\/crm\/","name":"CRM","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_relationship_management","http:\/\/www.wikidata.org\/entity\/Q485643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/marketing-general\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]}],"wordCount":543,"keywords":["Customer Engagement","E-commerce","Email","Marketing","Retail"],"articleBody":"We thought it\u2019d be interesting to ask our\u00a0following question in a survey about customer expectations: \u201cDo you receive the value you perceived when you signed up for these email newsletters from your favorite retail stores?\u201dSome of the responses we received shed a great deal of light on how these messages are received:\u201cNo, they are annoying and don\u2019t usually contain relevant information. They are much too frequent.\u201d\u201cUsually the deals I receive aren\u2019t for items I\u2019m looking for, so I don\u2019t usually use them.\u201d\u201cNo, the deals are often not what I\u2019m looking for at the time, it\u2019s too many e-mails with too little purpose.\u201d\u201cI feel that I subscribed to too many emails and sometimes the savings from these emails is not worth all the hassle I have to go through sorting them.\u201d\u201cI get so many emails from retail stores that it\u2019s overwhelming. I like to know when things are on sale, but it seems like there\u2019s something new every day that I just have to delete.\u201d\u201cHonestly, no. I feel that most retailers are just annoying, and tend to spam me with \u2018offers\u2019 that I don\u2019t really want or need. Some retailers send far too many emails, and some just send emails with no offers, just a blatant attempt to get me back to their site. That can get annoying.\u201c\u201cIt depends on the retailer, but if the retailer doesn\u2019t offer good deals I remove them from my list. I\u2019ll keep the good ones on my email list.\u201d\u201cI get way too many emails from companies trying to sell me things. They used to be interesting. Now it\u2019s just annoying and I delete them without looking.\u201d      Marketing tech stack: The unicorn of personalization + great CX                Personalization and engagement are key to business today. By consolidating your marketing tech stack, you create better customer experiences.      See some consistency in that feedback? Clearly,\u00a0the overwhelming volume of email and the poor relevance of the content to each user\u00a0seem to be broad concerns.There is low-hanging fruit in this context that retailers can easily leverage and benefit from, but the first step is for retailers to view email as a relationship-builder and invest in that relationship for the long haul.Optimizing for the short-term click or maximizing sales influenced by email doesn\u2019t always align well with that bigger objective and it is important to recognize that and take corrective action.The call to action for retailers is fairly straight-forward: Build the relationship, foster loyalty by demonstrating clear and consistent value to your consumers and the benefit you derive over the long haul will significantly outdo any short-term gains. Any attempts to short-circuit this path will only alienate your customers.It is not all gloom and doom however, and one must see\u00a0this more as an opportunity than a challenge. The willingness to sign up for email is a clear signal that they\u2019d like to see the retailer engage with them, and addressing these concerns opens up huge opportunities to further that relationship.  The friction is REAL when it comes to the modern buyer’s journey.\u00a0Fortunately, there’s an omnichannel solution. 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