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.
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