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Coherent Path Survey Finds Retail Marketers Under Organizational Pressure to Send More Email

PALM SPRINGS, Calif.--(BUSINESS WIRE)--

eTail West (Booth #615) -- Today at eTail West, Coherent Path, the email marketing calendar company, unveiled the results of a new survey designed to measure how retail marketers currently think about and plan their email marketing calendar.

The survey of retail marketers found that, despite sending multiple emails to customers each week, 65 percent feel pressure to send even more emails to boost revenue and drive awareness. This is not a surprise given today’s retail environment, where every retailer is searching for ways to remain competitive and win their piece of the digital pie. One strategy has been to simply send more emails. Fifty-seven percent of marketers surveyed reported sending three or more emails a week, while 11 percent of that group send five or more each week.

“Email continues to be a successful driver of revenue, so it’s only natural that marketers get addicted to the ROI and feel pressure to send more,” said James Glover, founder and CEO of Coherent Path.

Other marketers are defaulting to merchant-centric tactics that leave the customer’s wants and needs as an afterthought. The survey data revealed that email marketers are relying too heavily on what worked last year (85%) when planning email marketing calendars for the next 12 months, with a majority of retailers relying on major events and holidays (87%). Only half (50%) are using data from an individual’s past email behavior to decide what email message(s) they will receive each week.

In addition, 76 percent of marketers surveyed say they rely heavily on email promotions to drive revenue. A third say more than half of all emails sent include a promotion or discount.

“As retailers start to move toward a data-driven strategy, they should consider one that not only individualizes communications based on the evolving tastes and interests of their customer base, but also informs them on how to expose more of their product catalog to relevant audiences within their list. This gets retailers away from relying solely on promotions and breaks the consumer of the growing discount mindset,” added Glover.

Full results from the survey are currently available for download at coherentpath.com/email-marketers-dilemma. Retailers attending eTail West can pick up a copy at Booth #615, as well as receive a custom email grader evaluation.

About Coherent Path
Coherent Path is the email marketing calendar company for top retailers seeking to transform their email program into a modern data-driven channel focused on revenue. The company’s machine learning solution empowers retailers with the relevant themes and categories they should feature in today’s campaigns while continuously learning to inform the campaigns of tomorrow. By creating an optimized email diet that caters to each customer’s evolving tastes and moods, Coherent Path helps retailers quickly engage and cross-sell customers and promote strategic product categories while reducing email fatigue. Headquartered in Boston, Mass. with offices in Toronto, Coherent Path works with retail leaders including Neiman Marcus and Staples. For more information, visit www.coherentpath.com, follow Coherent Path on Twitter or connect on LinkedIn.

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