September 24, 2019

Maybe The Email Marketers Weren't So Bad After All

Yesterday I criticized email marketers for purposely skewing their assortment to items priced lower than average.

Here's the same company ... looking at share of email marketing dollars by price band. Green represents higher-than-average figures.

The data shows that the email marketer has spent two years gradually featuring more expensive items in email campaigns. Email marketing might still skew to lower price points, but the multi-year trend is increasingly positive.

When you review whether your business has pricing issues, please review all of your marketing channels. It's common to see oddities (for example - catalogs that have higher-than-average price points due to items being fossilized on paper forever) ... and those oddities manifest themselves via strange downstream customer behavior.

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