The majority of retailers are not taking advantage of personalization when it comes to email marketing, according to a new study from e-commerce services firm OrderDynamics. The research found that
seventy-four percent of retailers send emails featuring irrelevant products to customers despite the fact that they may have added an item to their shopping cart. For instance, one apparel retailer
studied in the report sent emails pushing women's sweaters to a customer that saved men's fleecewear the shopping cart. The report also revealed that only 33 percent of retailers are following up with
shoppers via email after the customer has signed up for the list.
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