Not targeting marketing emails is a missed opportunity, says dotMailer
Research from dotMailer’s ‘Hitting the Mark’ report has found that not enough retailers are producing personalised marketing emails.
The report showed that 69% of emails showed no personalisation and 87% of emails sent following a purchase were not different to those sent to people who had not bought anything.
However, it was found that 93% of UK retailers in the survey use emails to build customer loyalty and 67% keep online customers updated with order-tracking.
Amazon was put forward as a business model which does tailor emails to what a consumer has looked at and bought.
Tink Taylor, MD at dotMailer, said: “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.”