Practicology has released the findings from six months of research into retailers’ email marketing campaigns. Conclusions? There’s substantial room for improvement.
One hundred well-known retailers were chosen, and of these Practicology was able to sign-up to receive email marketing from 91 of them without having to register for an account with the site. This is what the Practicology team discovered:
- 15% never contacted Practicology once they had signed up for newsletters. These include Marks & Spencer, Majestic Wine, Bathstore, Halfords, Mothercare, Jigsaw and Tesco F+F
- Only 67% sent a welcome email, but 63% sent the welcome email the same day as signing up
- 7% email on a daily basis – Practicology only advises retailers to do this if they have genuine, engaging content to warrant such regular communication
- 76% send emails with links to their social media accounts included
- Only 48% have sent emails which are fully responsive (change design to suit the size of screen on which they are displayed). Retailers who have responsive/mobile websites but sent emails which were not responsive include: Argos, Sports Direct, Lakeland, Ikea, Fat Face, Boohoo, Paperchase, Karen Millen, Bonmarche and Boden
- Only 47% acknowledged at least one of four key events that took place during the six months: Mother’s Day, Father’s Day, Easter and Wimbledon.
Practicology’s Head of Data & Analytics Will Dymott said of the report’s findings: “It seems perverse that so many brands would ask for a customer’s email address and then do nothing with it. But even for those brands that did begin to contact us, there are many improvements that could be made. A well-constructed welcome programme, followed up with a grow-and-nurture programme which begins to tailor email content, should deliver you first-time buyers and convert them into more valuable repeat customers in time.”
He added: “Retailers who have invested in a dedicated mobile site or a responsive site, but have not moved their email marketing to responsive design should think about this as a next step. If consumers are browsing your website and even transacting on smartphones, then they will be opening your emails on those devices too.”
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