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Online firms failing with welcome email programmes

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11th Jan 2011
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Etailers are missing a trick with welcome email programmes, with just over a third not even bothering to produce one and two-thirds of those that do failing to offer relevant promotions or calls to action.

A study of welcome email programmes among the global top 50 online retailers undertaken by email marketing software vendor Responsys also revealed that 52% of the welcome emails sent to consumers that have actively subscribed to brands’ communications do not even use their names or personalise content.

Some 42% failed to send them from their own email address but rather from ‘info’, ‘do not reply’, ‘help’ or customer services, while one in three of such messages arrived in plain text format without any branding, imagery or inspiring content.

Simon Robinson, marketing and alliances director for Responsys in Europe, the Middle East and Africa, said: "The results show that many etailers fall short on welcome email programmes, with many failing to engage with customers using dynamic content, cross-channel integration or personalisation."

Email was still the most popular communication channel for retailers, but the majority still had a "long way to go" to truly capture customers’ attention using the medium in order to boost sales conversions, he added.

Robinson also pointed out that none of the programmes examined included mobile integration, while only three embedded social media information into their messages.

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