Email marketing news

Top retailers need to focus on email basics

Email marketing can still be improved for retailers, particularly during the Christmas season as the DMA notes that only 11 per cent of top UK retailers send secondary emails out to consumers to remind them if they abandon their shopping basket.

Silverpop have carried out a study in to 2011’s Top 100 Retailers, which found several other areas that retailers need to work on. According to the study, more than 20 per cent of the top retailers in the UK send absolutely no emails in the first 30 days following opt in. This can mean that new subscribers have forgotten or changed their minds about wanting to communicate with the brand in the first place.

On a positive note, a huge 97 per cent of retailers with an email marketing service place the email opt in on the homepage, however half of those then put the option to opt in to receive email marketing at the bottom of the page, which then reduces volumes as the opt in is placed below the fold. Opt ins should be provided wherever customers are to be found, according to the study. This could include offering SMS opt in from offline advertising i.e. texting in to receive updates/communication or providing email opt in forms on a company’s social media pages.

Silverpop discovered that UK retailers can still improve their service in tailoring email marketing frequency to individuals, as only 27 per cent of those surveyed offered consumers the choice to receive fewer emails, specify frequency or offer communication through other channels. Doing this could be a positive way of maintaining a loyal customer base that doesn’t unsubscribe.