retailer mobile fatigue

What's the bare minimum opt-in rate for retailers to find value in mobile marketing? According to Eric Holmen of Smartreply, 5% -- "If you can't get to 5% of their [customer] database within 8-9 months, they tend to start feeling fatigue." That said, Holmen added that Smartreply "aims for 18%-19%" -- numbers that make retailers recognize the potential of the medium (and invest even more).
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