In his Email Insider blog, Chad White, research director at Smith-Harmon, provides statistical data to support his contention that email volume from retailers hit an all-time high in 2009.

While it's no surprise that more companies are sending out emails -- especially with larger numbers of consumers opting-in to receive them -- there is clearly a challenge in this for marketers. As with so many other ad vehicles, how do marketers cut through the clutter and avoid the delete button?

According to Mr. White, retailers he tracks sent him an average of 11 emails per month. During December, the average climbed to 15.4 emails. This number trend, he insists, cannot be sustained and merchants need to focus on finding more effective (see targeted and personalized) means of communications rather than trying to stuff more emails into consumers' in-boxes.

Among his recommendations are:

• Offering consumers a preference center to give them greater control over the email they receive.
• Building triggered email programs around events such as anniversaries and birthdays. Emails in response to abandoned shopping carts can also be effective "if done right," according to Mr. White.
• Add personalized content and promotions to increase their relevancy to individuals receiving them.
• Use detailed customer profiles from loyalty programs to increase the effectiveness of target offers.

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