Most merchants fail to take advantage of the technology and creative potential available in e-mail marketing, according to e-mail service provider Silverpop.
For example, 95% of the marketing e-mails in the company’s survey of 175 major retailers had no form of personalization even as simple as the recipient’s name, the company said in a press release published yesterday.
“Most retailers failed at the most basic and easiest way to reach out and connect with customers: personalization,” the company’s release said.
However, while failing to address customers by name, retailers worked hard to showcase their own, according to Silverpop, Atlanta. Three out of four of the companies positioned their logos prominently above the fold, the company said.
Also, while one in four retailers included discount offers in their e-mails, 27% offered no special reason to buy at all, Silverpop said.
The findings are part of “Silverpop’s 2005 Retail Email Study.”
