UK retailer newsletters failing to engage with consumers
Practicology has released the findings from six months of research into retailers’ email marketing campaigns. Conclusions? There's substantial room for improvement.
Practicology has released the findings from six months of research into retailers’ email marketing campaigns. Conclusions? There's substantial room for improvement.
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:
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.”