THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
Interviews
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE
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.

OMNICHANNEL

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.”

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
The HR Summit 2019
The HR Summit 2019
Tuesday 8 October 2019
The Cavendish Conference Centre, London W1
The 11th HR Summit 2019, The Cavendish Conference Centre, London W1, 8 October 2019
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, 22 Duchess Mews, London W1G 9DT
Digitally native competitors and demanding customers are forcing a new perspective in retail. AI and machine learning can help you step up to the challenges; and some ‘small and beautiful’ solutions can increase your conversion rates within just a few weeks.
Payment Roundtable 2019
Payment Roundtable 2019
6 February 2019
The Cavendish Conference Centre, 22 Duchess Mews, London W1G 9DT
The Retail Bulletin Payment Roundtable will raise debate and discussion centred on but not exclusive to improving the in-store payment process