Retail marketers are missing out on key data capture in sign-up forms, research by Emailvision found, with 82 per cent name asking for gender, 81 per cent not asking for age and 49 per cent not asking for a surname.
The research also found that 86 per cent don’t ask for an address and 42 per cent don’t even ask for a first name, while 5 per cent do not have an email programme in place.
The data from the top UK e-retailers found that M&S, New Look, Debenhams and Very topped for sign-ups which maximised customer intelligence potential.
Henry Smith, director of product marketing at Emailvision, said: “Marketers need to be increasingly effective in what is an ever-challenging climate.
“Retailers are seeing increased inbox competition with a multitude of offers and promotions falling into consumers’ inboxes every day. In order to better stand out from the crowd marketers need to unlock the potential of their data to build better customer relationships, based on trust and move from broadcast to dialogue marketing. Market as if you only have one customer.”
Sign up image via Shutterstock.