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t Analyst Reports
License eMarketer’s paid RESEARCH FINDS RETAIL BRANDS AREN’T SENDING ENOUGH MESSAGES
subscriber reports.
This post was contributed and sponsored by Braze.
Strong customer and brand relationships are built Push notifications are gaining steam in the retail world, with our
on thoughtful communication. When brands send research finding that there was a 245% year-over-year increase
messages at the right frequency for their audience, in push notifications sent by leading retailers from 2017 to 2018
they can see more opens, stronger engagement and during the two weeks leading up to and including Christmas.
higher conversions. When they send too many or too So while you’re striving to hit the optimal push frequency
few messages, they run the risk of overwhelming benchmark of two to four monthly push notifications per user,
consider cutting through the noise by leveraging advanced push
consumers or miss prime opportunities to build loyalty.
techniques like push stories and rich push to create a standout
To help retail brands make the most of their customer user experience.
messaging, research conducted by Braze has identified
Braze data suggests that retailers are underutilizing email—but
t Roundups
the email, push notification and cross-channel messaging
send frequency averages for those industries, as well as that they should be cautious about sending too many additional
the frequencies that result in the strongest engagement. messages. Depending on what your brand is looking to do
One surprise? Most retail companies aren’t sending enough (increase open rates, boost app engagement, or drive more
messages to see optimal performance. conversions, for instance), getting closer to that magic number
while keeping a close eye on your engagement metrics is
Retail Industry Send Frequency: There’s Room for Improvement— probably wise. But make sure to test before raising your email
And More Frequent Messages rates too much.
Customized collection of
There’s a major opportunity for retail brands to see stronger
results by increasing how often they’re messaging their users—
but if the outreach you’re sending isn’t relevant and valuable to
the people you’re sending it to, you’re probably better holding
off. Start out by assessing how your brand compares to both the
industry average and optimal send frequency, then use message
Engage.
to channel expansion.
infographics of industry (Don’t you think it’s time your brand engaged like one?)
December 2019
Americans are poised to spend $590.67 billion in retail ecommerce in 2019, with a year-over-year
growth rate of 12.8%. eMarketer has curated this special industry package of articles, insights and
forecasts to break down the key trends in retail ecommerce today.
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