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BizReport : Email Marketing : September 18, 2014

Study: Top retailers failing at email

There is a new study out from Simple Relevance that suggests top retailers are failing at email - not because they are over- or under-sending or because they don't follow White Hat strategies. Because they aren't getting personal. In their study researchers found the top retailers - brands like Target, Home Depot and even Macy's - aren't offering a personalized experience through email.

by Kristina Knight

Some experts predict ecommerce will account for nearly $400 billion in sales by 2017, making email and other online ad formats increasingly important to brands. But one study indicates email strategies are falling short of engaging customers.

According to the researchers only 8% of the top retailers are providing a personalized email experience - by offering products, discounts and other information that is personalized to the recipient rather than a mass mailing that might or might not be relevant.

The study looked at how the top 20 retail brands used product recommendations, image optimization, time of send, send frequency and subject lines in more than 400 mailings.

The full report can be found here. Among the interesting takeaways from the report are:

• 9% of the Top 20 offered personalized product recommendations
• 25% offered zero product recommendations
• No marketing emails were sent by Walgreens, Sears or CVS following a customer purchase
• 78% 'falsely suggested' product recommendations were personalized
• 10% included images and personalized them

Researchers also found that more than half of the Top 20 retailers sent out marketing messages in the afternoon which shortens the amount of time a shopper has to get to the store - online or offline - before the deals expired.

Image via Shutterstock

Tags: email marketing, email trends, retail email trends, simple relevance

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