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.
- 109 of the 418 emails had subject lines longer than than 50 characters.
- The Children’s Place and Macy’s had the two longest subject lines: 123 and 77 characters, respectively.
- "Your” was the most frequently used word by retailers in email subject lines, followed by "daily" and "extra."
About the research: The report was based on data from 418 emails 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).
Continue reading "The Email Strategies of 20 Top Retailers" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Email Marketing: