Many major retailers are not personalizing their marketing emails based on customer behavior, instead sending out generic messages with nontargeted product recommendations, according to a recent report from SimpleRelevance.
The report was based on data from email campaigns sent by 20 companies in the Internet Retailer Top 500, including Internet-based retailers (e.g., Amazon, Netflix) and brick-and-mortar stores with significant e-commerce operations (e.g., Macy's, Wal-Mart, Walgreens).
The data set was relatively small (418 emails total), so the analysis is more of a snapshot of current behavior rather than a comprehensive audit of all campaigns sent by the companies.
Below, key findings from the report.
- Of the 418 emails examined, 104 did not include any product recommendations at all.
- 46% of those emails that did include product recommendations were generated on an individual basis, and 54% were delivered based on categories.
- 78 of the emails examined suggested that their product recommendations were tailored for the customer, but more than half of those were in fact composed of generic content; only 37 of the emails offered truly personalized recommendations.
- Only 10% of the emails contained personalized images (i.e., images of products relevant to that particular consumer based on previous behavior).
- 40% of the retailers included in the analysis sent less than one email per week or didn’t send marketing emails at all during the time period examined.
- However, a few retailers sent a high volume of emails; in particular, both the Home Shopping Network (11.8 emails per week) and Men’s Wearhouse (10.5) were aggressive with their messaging.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji