75% 'Overwhelmed' by Retailer Emails, Retailers Adapting Email Practices

An online study conducted in January by YouGov found that 75% of the 2000 consumer respondents feel overwhelmed by the amout of email they are receiving from retailers, and are turned off and resentful about receiving them. Some retailers are already adapting. Fab.com, for example, saw 75% of its traffic coming from email in 2011, but today that number is down to 25% with smartphone and tablet apps picking up much of the slack. Zappos.com has invested heavily in personalization to ensure emails remain relevant, and in analytics to monitor consumer response and sentiment.

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