Six lessons in email marketing from Click Frenzy’s annual sale
How can businesses avoid customers deleting their emails without reading them? Guest columnist Theo Noel reveals his tips.
Email marketing is a key channel to market for many retailers, but email marketers face big challenges in ensuring that their message is relevant and engaging, and that it doesn’t end up in the spam folder or deleted without even being read.
Australia’s most recognised and successful online sale is Click Frenzy, promoted as ‘The Sale That Stops a Nation’. It offers special deals from premium retail brands in one online marketplace for 24 hours.
Return Path has used its consumer data network to analyse Click Frenzy’s operations to find out what works best in email marketing.
Our report is available here.
A key finding of our analysis was that during Click Frenzy, spam rates were up but delete rates were down: With so many emails being sent during Click Frenzy, the spam rate increased by more than 50%, which meant that many participant’s emails did not reach their intended audience.
Great tips. I’m fairly new to email marketing, but it seems like a really great channel to get your message out there. I’m using GetResponse, so I don’t have to learn coding for now.