I’m always amazed when I see studies that show that the majority of marketers are not doing things right.
Most companies don’t understand search engine marketing; most don’t use
web analytics well. But the numbers reported by Silverpop surprised me,
because email marketing has been around for so long. I thought more
retailers would be using it effectively.
Most marketers don’t use common email features such as
personalization, dynamic content and advanced layout/design, according
to Phase II of Silverpop’s “2005 Retail Email Marketing Study,” which
compared message content and creative design of 175 major retailers’
email campaigns, writes
ClickZ. Personalization, among the easiest tactics, was used in fewer
than 5 percent of emails; and 27 percent of messages did not have a
specific call to action.
percent of messages included a discount offer; and fewer than 20
percent of messages sought to persuade recipients to buy an item for an
event or holiday.
First question to ask yourself? Am I using personalization in my
emails? It is “among the easiest tactics.” I once saw personalization
(of both the subject line and email content) increase response rates by
400%. So personalize!
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