Retailers missing opportunities for personalised targeting and cross-selling using email marketing
Research has shown that the vast majority of the UK's top retailers are adopting a one size fits all approach to their email marketing.
According to the research by dotMailer, this approach reduces the accuracy of communications and results in risking lower conversion rates and effectiveness. Brands like Republic and Amazon that - according to the study - get it right are more likely to achieve a better return on investment through this marketing channel.
dotMailer’s annual Hitting the Mark report added a new criteria this year which scrutinised whether brands were using the customer data available to them to better target their email messages.
The study found that 69% of emails showed no personalisation at all and 87% of messages that were sent following a purchase were no different to those sent to cold prospects. This vast majority of retailers apparently made no attempt to drive cross-sell, up-sell or repeat purchase based in the customers previous online buying behaviour. What’s more, only 13% customised the email based on the gender of the recipient.
Shockingly, this year’s Hitting the mark study found that only one retailer Amazon.co.uk followed up an online purchase with an email-marketing message tailored to that purchase.
It wasn’t all bad news, however, with 93% using triggered emails following a purchase to reassure and build customer loyalty and 67% keeping online purchasers informed on the progress of their order, through the use of timely emails.
Tink Taylor, Managing Director at dotMailer, sees this as a wake-up call for those in charge of marketing budgets. “By their nature, online sellers should have access to customer data that can allow them to dramatically increase the relevancy and impact of their email marketing communications with customers. In this tough economic climate, marketers who are not actively collecting and using that data to create targeted email messages that drive related sales are really missing a trick.”
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