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Email is losing its power as a marketing tool for online retailers, according to senior-level executives at Gilt Groupe and Rent The Runway.
Fewer consumers are opening promotional emails, especially since Gmail added a new setting in August that automatically archives promotional messages into a tab separate from users' inboxes, executives said.
"I think everyone would probably agree that email, even before the shift with Gmail, was becoming a less and less powerful channel," Jennifer Fleiss, cofounder and president of Rent The Runway, said at Business Insider's Ignition 2013 conference....
No surprise here that email marketing is on the decline! Such a big opportunity to begin using a mobile first approach to marketing!