A new report finds that retailers have room for improvement in email effectiveness

From the RSR/Coherent Path report

All those young whippersnapper technologies can tout their flashy new features, but ol’ man email keeps delivering the goods.

To find out how this venerable channel generates a ROI as high as 3,800 percent (per the Direct Marketing Association), market intelligence firm RSR (Retail Systems Research) authored a free report on “Measuring Email’s Effectiveness,” sponsored by email service provider Coherent Path.

This study analyzed the email practices of 138 retailers — some of which are Coherent Path customers — on the Internet Retailer Top 500 list, based on every email sent by the retailers to an unknown or generic user from March 2016 to March of this year. The recipients were not subscribed to that retailer’s loyalty program, and the retailer knew nothing about their preferences. The emails were acquired through a third-party tool, MailCharts.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.