That figure includes both business and consumer emails.
"Marketers still believe that the more emails they send, the more revenue they make," said Allen Nance, CMO of Emarsys. "But part of the problem is that it is easier to rest on what has worked in the past and say ‘Wednesday is 20% off coupon day and send that to the whole list.’"
According to Nance, the conundrum is that doing personalized, data-driven email is hard and frankly, more expensive. "Marketers run the risk of investing more time, resources and budget and potentially not seeing the same return they get from their weekly blasted promotional code," he said.
By and large, when a consumer gives a brand the privilege of getting in their inbox, marketers shouldn’t abuse that.