Never mind social media. Retailers have been increasingly turning to a relatively old-school weapon to reach more customers: e-mail.
The number of emails retailers sent to customers jumped 20% in the first half of the year over the same period in 2011, according to a survey released this week by Responsys, a California-based marketing software company. In June alone, these stores sent an average of 16 emails per subscriber, up 21% on last year.
Tablets and Smartphones make consumers a moving target for click-happy retailers on national holidays and weekends, experts say. People weren’t accessible on these days in previous years, but that’s rapidly changing: The number of people using their mobile phones to open email has risen 28% over the past year, according to market researcher ComScore Inc.