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Email – is it really a cost savings?

Email – is it really a cost savings?

Do you know that on average I get 20 emails daily advertising sales, discounts, savings, and promotions? And these are from “approved” retailers like J. Crew, Macy’s, Nordstroms, Toys’R’Us, etc.

Do you know that on average I delete 20 emails daily advertising sales, discounts, savings, and promotions? And these are from “approved” retailers like J. Crew, Macy’s, Nordstroms, Toys’R’Us, etc.

Why?

I delete these because at the time they send the message I don’t have a “burning desire” to purchase anything. And impulse buying online isn’t quite the same as seeing it in the store. I also know that just because I delete this offer, there will still be another tomorrow (or the next day, or the one after that).

I know that email is viewed as a cost savings in the field of direct marketing and given that I work in this field I’ve heard this over and over again. As a consumer I don’t see it as a cost savings. I see it as an annoyance, something to be deleted – though it doesn’t stop me from shopping with the retailer.

Email (like any offer) can be effective – when the offer is timed right, when you don’t inundate the consumer, and when you are offering something truly special. Unfortunately, there are not many retailers that embrace that view.

Direct mail does have a better chance of converting to a sale – more on that in my next post.

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