Brands struggling to deliver engaging email content to customers
Posted by Rachel Fielding in Marketing, Technology on Fri, 07/10/2011 - 09:57
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The UK’s top etailers are struggling to engage customers with dynamic and relevant content, and a fifth of online retailers fail to communicate with customers over email at all, even after they have actively signed up to receive emails.
The analysis of websites from the top 50 online retailers in the UK by Responsys, a provider of email and cross-channel marketing solutions, also found that 78% of etailers do not personalise emails, and struggle to engage customers with dynamic and relevant content.
Despite the hype among marketers to target customers with information based on their preferences and previous interactions with a brand, only 8% of retailers target customers according to gender and just 12% make recommendations based on location.
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