How often to email is a common question in direct marketing. Chad White from the Email Experience Council did a study of email frequency from retailers. Of the 92 retailers tracked the study showed that the average retailer sent 1.7 emails per week. Chad noted that Spiegel, Bluefly and Neiman Marcus sent 5 emails per week on average. Neiman, the quality leader in retail sent 7.2 emails.
Not what I would have expected. What it means is that high frequency emailing does work in retail. Customers are not complaining, or those that do opt out while those that stay buy. I suspect that the daily email is part of the shopping experience for that store.
Take my friend Sally (name changed to protect the innocent). She loves going to Saks Fifth Avenue . Sally knows the names of every retail associate in the store. She buys them gifts for special occasions. In return, Sally is first to learn about sales, gets preferred treatment for buying/returning and is invited to every private showing. Being recognized by Saks and acting as part of the Sacks experience is part of how Sally defines herself. Receiving a daily email that is brand right for the way Sally views Sacks only reinforces the behaviors that Sally enjoys. An email everyday? It's must make cents.
PS: Kudos to Saks for turning an entire floor of their flagship Fifth Avenue New York store into a women's shoe salon. It is all the buzz in New York retail and promises to become a tourist attraction for women. Smart thinking not to mention the chocolate bar concession that will be on the same floor. After all, feet do not get fat.