Survey: Cross-Channel continues to defeat

“In 2016, retailers cannot afford a disjointed marketing strategy,” said Mike Iaccarino, chairman and CEO of Infogroup. “Brands need to promptly identify the gaps in their programs and select a partner with the technology and expertise to fill each of those gaps while maintaining the focus on the customer’s needs.”

Cross-Channel marketing continues to be an aspirational strategy rather than a fully implemented one. According to Yesmail’s new report about two-thirds of retailers are not using customer data to personalize email messaging, half aren’t addressing the body of an email to a consumer, and one-third aren’t personalizing subject lines. Those points, according to Yesmail’s experts, are part of the reason cross-channel campaigns are not performing better in the digital space.

“Before retailers can integrate with other digital channels, they must first utilize readily available data to improve their existing email marketing strategies,” said Michael Fisher, president of Yes Lifecycle Marketing. “From growing their subscriber base to developing more personalized content, as retailers fine-tune their email programs, integration with other channels will come more naturally. While many brands have adopted a variety of digital channels, a surprising number of them are not implementing basic email marketing best practices.”