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BizReport : Email Marketing : August 17, 2009

Email marketing: What subscriber information do you put in links, if any?

When sending out emails to your subscriber base, do you tailor the webpages linked to therein to that subscriber? Some companies are reluctant to do so for fear of overstepping the privacy mark. But, what do consumers themselves think? asked them.

by Helen Leggatt

As part of the BIGresearch/ July 2009 American Pulse survey, consumers were asked what information, if any, they wanted online retailers to remember about them when providing links from within email communications.

A number of options were provided including being remembered by name and displaying items that complement previous purchases.

The results demonstrate that consumers do want retailers to remember certain elements of their subscription. In particular "know my language", "log me in automatically" and "recognize which country I'm in" were the most popular.

Other than that, most of the elements they most want remembered relate to past purchases and stated preferences, such as providing a reminder of what items were last viewed or an alert when a new product becomes available.

"What struck me is that the top three items are very much fundamental - log me in, remember my language preference, know where I'm based," said Fiona Swerdlow, head of research at

"If they don't already do this, retailers should work with their IT groups to determine how these fundamentals can be done without onerous development work. The next layer - and more directly pertinent to retailing - could be more complex development endeavors, but could also prove a step in the direction of translating online the best features of the traditional star sales associate."

Tags: country, email, email marketing, language, links, past purchase, preferences, previous purchase,, subscriber

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