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03.26.09
Online Retailers Need Better Email Marketing
 By Mike Sachoff
Many online retailers find it challenging to maximize the numerous sales opportunities available through more effective email marketing, a new study from Return Path found.
Return Path conducted the "Increasing Revenues By Optimizing Emailing Practices with Online Buyers" report by purchasing items from 45 online retailers, monitoring the transactional and promotional message streams, and comparing those emails messages with messages received by registering for the same email programs without making a purchase.
The study found 31 percent of companies' added customers to their email lists after a purchase without requesting permission.
Over half (58%) of retailers sent the same first promotional email to buyers as to non-buyers, missing chances to personalize or adapt the first promotional email based on a customer's purchase.
Only 15 percent of retailers used information the received during the purchase process to target their promotional message to buyers.
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"Online retailers have become very sophisticated in the art of selling online. And, almost every online retailer has some type of email marketing program. However, retailers still struggle to integrate purchase history and customer data to deliver truly personalized and relevant email messages," said Margaret Farmakis, Senior Director of Email Response Consulting at Return Path.
"This type of integration isn't necessarily easy - it requires time, technical resources and marketing expertise. But, when done right, it can exponentially increase response rates by making email more engaging for recipients."
About the Author:
Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.
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