According to a recent study by MarketLive, 39% of consumers who have opted in to receive emails from a retailer, would like to hear from the retailer on a weekly basis.
This is one of those surveys that you want to have in your files because invariably someone asks how many email touches is too many. Once a week just sounds about right to us, so this graph will stay in our files.
Statistical information like this is especially important to deliver to your retailers because advertising is changing so fast that it causes retailers to get frustrated about what to do.
Most of your retailers know a lot about radio, TV and newspaper advertising because those mediums have been around for a long time and local reps call on your retailers to keep them up-to-date (with biased information but information none the less).
Unfortunately, no one ever walks into an independent retailer and says, “Hi, I’m from the Internet, let me tell you what we can do for you. Do you know that a typical ROI for a search campaign is 7 to 1?”
That’s why it’s now so important for great brands to provide direction and the tools independent retailers need to take advantage of the great ROIs that digital advertising delivers. (One of the reasons the ROIs are so good is that there aren’t any salespeople to account for.)
The only way to keep up is to have a robust online marketing communications portal that helps with both traditional and new media.
The good news is that the technology is here today that can really help your brand and your retailers, on and offline.