Online retailers failing to personalise content

More than half (52 per cent) of the top 50 online retailers in the UK do not use the customer’s name or personalise content in their email communications.

/r/m/p/internet160.jpg

Two-thirds of these brands also fail to use a call to action or make relevant promotional offers when sending out a welcome email to new subscribers.

The findings emerged in study of email welcome programmes among online retailers carried out by Responsys. It found that one third also fail to send welcome or thank you messages when a customer opts-in to email. None of the brands in the study had integrated email with mobile communication and only three had included social media components into emails.

Simon Robinson, marketing and alliances director, Responsys EMEA, says: “The results show that many e-tailers fall short on welcome email programmes, with many failing to engage with customers using dynamic content, cross-channel integration or personalisation. Email is still the most popular communication channel for retailers, so I am surprised to see so many not even thanking customers for signing up to email communications.”

He adds: “It is clear that many retail marketers lack the tools needed to boost customer engagement and brand loyalty, pointing to a gap between retailers talking about the importance of personalisation and cross-channel integration and acting on it. The reality is the majority have a long way to go if they want to truly capture customer attention over email and boost sales conversions.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here