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Wednesday, 29th June 2011, 15:54:46
Online marketing benefits of email 'not fully utilised by retailers'
The vast majority of the UK's top retailers are failing to take full advantage of the online marketing benefits offered by email, according to dotMailer.
Research from the digital agency revealed too many companies are taking a one-size-fits-all approach to the promotional strategy, potentially resulting in lower effectiveness and conversion rates.
More than two-thirds of emails sent as part of an online marketing campaign failed to show any form of personalisation, while nine in ten messages forwarded to people who have previously made a purchase were the same as those dispatched to cold prospects.
Furthermore, only 13 per cent of brands customised emails based on the gender of the recipient.
Tink Taylor, managing director at dotMailer, said: "In this tough economic climate, marketers who are not actively collecting and using ... data to create targeted email messages that drive related sales are really missing a trick."
Earlier this year, Global Industry Analysts predicted the global market for email-based strategies will be worth $15.7 billion (£9.8 billion) by 2017.
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Posted by Kevin Jenson
Categories: | Online Marketing / Search |
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