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Contact South West Web Marketing Four in five of UK's top retailers fail to personalise emails

Four out of five of the top 50 UK online retailers fail to personalise or fill emails with engaging and relevant content. This is according to a study by email providers Responsys, which claims that 78% of the top online retailers struggle when it comes to implementing a quality email marketing strategy.

Only 8% of retailers customise emails according to gender and just 12% make recommendations based on location, while less than a quarter send emails that respond to individual customer behaviour such as abandoning shopping carts or browsing the website, the study says.

It suggests that retailers are more focussed on providing customers with timely information – with 66% of online retailers linking emails to upcoming offers or brand events and a further 14% using bank holidays and national events as a hook.

Responsys said that only 22% of online retailers are frequent mailers, sending emails out every 3 to 5 days, while over a third send weekly updates.

With more emphasis being placed on cross-channel marketing, it appears that brands have recognised the growth in other digital channels and have begun using email to drive traffic to the key interactive channels consumers are using today such as social, mobile and the web. According to the study, forty-six per cent of retailers now include social media links in emails, a fifth include a mobile element, and 20% encourage users to share content by forwarding emails to a friend.

"While many retailers recognise the importance of communicating regularly with customers across the key interactive channels, the results of this study highlight that with more channels than ever before, it’s becoming increasingly difficult for marketers to gain a single customer view", said Simon Robinson, senior director of marketing and alliances, Responsys EMEA.

“To target customers successfully, cross-channel marketers need to segment them and provide relevant content linked to their past interactions with the brand. [Retailers] need the ability to collate insight about customers across the different channels in order to deliver dynamic and targeted content designed to drive sales and increase brand advocacy", he added. In September, research carried out by mail specialists Return Path suggested that the number of emails sent by marketers to UK consumer inboxes had fallen by 3.5% since December 2009 – putting UK email performance behind that of the industry's French and German counterparts.

For more information or to chat about your newsletters and email campaigns, contact Shaun on 07957 214474 or email enquiry@southwestwebmarketing.co.uk

Tags: Newsletters, Web Design, Social Listening, IPhone Apps, Analytics

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