The e-tailing group signed up to receive e-mails from 98 retail sites at the end of 2003 and found that the number of retailers studied in a specific category did not necessarily coincide with the volume of e-mail received by those retailers.
In fact, mass marketers and books and music retailers both averaged the highest amount of e-mails sent per week at 1.6.

The e-tailing group received 1,000 e-mail messages during the time period of 6 October through 28 December in 2003. Other types of retail outlets that claimed the highest percentage of total e-mails received for the study were apparel outlets and home and garden outlets claiming 16% and 15%, respectively. Meanwhile, gifting and drugstore retailers represented a respective 14% and 11% of the total merchants studied by the e-tailing group, but each contributed to less than 10% of the volume of e-mails received.

Of course, the e-tailing group notes that an increased number of e-mails were sent by retailers as the holiday season approached. The research firm also warns retailers that sending too many messages can be overkill to consumers, as targeted messages and relevant content are still the most important factors for successful e-mail marketing.

E-Mail can be an extremely valuable tool for retailers. Shop.org and BizRate reported in November 2003 that 74% of US retailers found e-mail the most successful online ad vehicle to drive shoppers online. Posted by: DTB at 9:19 PM  |  Permalink