Posts tagged with Email Creative

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Why Macy's frequent & repetitive sales emails dilute the impact

Email is a versatile marketing channel. For example, it can be used to deliver a content strategy, to maintain customer relationships, or to promote new products.

However over at Macy’s, email is really only used for one thing – offering discounts and money off.

In fact I’ve noticed that for the past few months the only marketing messages I’ve received from Macy’s are those that promote a seasonal sale or special offer.

Email is a very effective sales tool, with respondents in Econsultancy’s Email Marketing Census stating that it delivers the best ROI of any digital marketing channel.

Discounts or offers are a common tactic and can drive high volumes of sales, however Macy’s approach is overkill.

I have to go back three weeks to 25 August to find a subject line that didn’t mention some kind of sale or discount, but since then I’ve received 12 other sales emails.

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