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.


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.”

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