Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

You've Got (Too Much) Mail

Frequency, relevancy and incentive factor into opens

Are retail emails compelling enough to open? Many consumers say no.

In fact, of the 1,006 US digital buyers surveyed in a June 2018 study from Yes Lifecycle, just 9% of respondents said they don't ignore emails from retailers.

But why? For one, they get too many of them.

More than half (55%) of respondents said as much, with younger digital buyers—those ages 18 to 23—more likely to feel this way than their older cohorts. Nearly as many respondents (50%) said they disregard emails because the product recommendations they're seeing are irrelevant.

There were also those who felt that the emails hitting their inbox were too personalized, and ultimately creeped them out (12%) or lacked the kind of personalization the survey respondents were looking for (11%).

Meanwhile, roughly one-third of those polled ignored retail emails because they didn't offer anything, like a percentage off their purchase or free shipping.

Discounts are certainly one way to drive consumer engagement, in addition to driving email conversions.

A survey from SendinBlue conducted late last year found that email is still one of the primary ways that consumers want to receive information from retailers. The study found that many respondents were motivated to open up a message if it featured a promotion. As did a recent study conducted by Adobe in June of this year. Some 50% of smartphone-owning US internet users cited email as the preferred contact method to receive an offer from brands.