[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2014\/09\/02\/retailers-only-one-of-six-consumers-reads-your-email-newsletter\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2014\/09\/02\/retailers-only-one-of-six-consumers-reads-your-email-newsletter\/","headline":"Retailers, only one of six consumers reads your email newsletter","name":"Retailers, only one of six consumers reads your email newsletter","description":"Six out of 10 consumers that put their hand up to say they\u2019d like to hear from retailers, but only one of the six is actually reading those emails.","datePublished":"2014-09-02","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\/2024\/01\/social-commerce-strategy_FTR.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2024\/01\/social-commerce-strategy_FTR.jpeg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2014\/09\/02\/retailers-only-one-of-six-consumers-reads-your-email-newsletter\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/content-marketing\/","name":"Content Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Content_marketing","http:\/\/www.wikidata.org\/entity\/Q558685"]},{"@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"]},"Retail Trends, Data, News"],"wordCount":438,"keywords":["Content Marketing","Customer Engagement","Email Marketing","Marketing","Retail"],"articleBody":"In an attempt to better understand consumer expectations, Swym conducted a survey of our target users on what they thought of retail newsletters, and uncovered some pretty cool insights. I wanted to share those insights because they are valuable in the broader context.The average retail consumerIn terms of audience profiles, the respondents represent the typical shopper \u2013 consumers that frequent their favorite retail stores a few times a month (not including grocery stores), are mobile-savvy, and a little more than half of them believe they spend at least $100 a month at these stores on average. About 60 percent of our respondents were women, and two-thirds were between the ages of 20 and 40.58 percent of users said they\u2019ve shared their email addresses with the retail stores.\u00a0That is six out of every 10 users telling the store that they\u2019d like to hear from them! Granted the stores offer compelling incentives for users to sign up (such as spot discounts and special offers) but this is precisely what makes Email such a powerful channel to build engagement and loyalty; it is one of the few channels where shoppers opt themselves in and are interested in communicating with the retail brands.It doesn\u2019t get more powerful than that.So we asked these users what motivated them to share their email. No surprise there, almost three in four do so to receive information on Offers and Deals on products that might interest them. A little over 50 percent do so to hear about new product announcements, product catalogs etc. And one-third\u00a0of the users say they\u2019d like to hear about special promotions, sale events and the like.What it should meanIt is clear from their responses that consumers sign up for email marketing because there is strong underlying affinity to the retailer and they are willing to listen.\u00a0Email is the medium that facilitates a great first step to building a relationship between them.What it really isOnly 16 percent of users even read most or all of these emails.Take a minute to reflect on that: Of the six out of 10 consumers that put their hand up and said they\u2019d like to hear from the retailer, only\u00a0one of the six\u00a0is actually reading those emails on a regular basis. The other five simply aren\u2019t finding enough value \u2013 despite them wanting to.When users were asked if they were receiving the value from these retailer emails they signed up for, the vast majority felt they weren\u2019t.  Your customers are managing 85% of their relationships online. Omnichannel CX can provide everything they want \u2013 and more.Get started HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2014","item":"https:\/\/www.the-future-of-commerce.com\/2014\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"09","item":"https:\/\/www.the-future-of-commerce.com\/2014\/\/09\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"02","item":"https:\/\/www.the-future-of-commerce.com\/2014\/\/09\/\/02\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Retailers, only one of six consumers reads your email newsletter","item":"https:\/\/www.the-future-of-commerce.com\/2014\/09\/02\/retailers-only-one-of-six-consumers-reads-your-email-newsletter\/#breadcrumbitem"}]}]