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Retailers Have Some Improvements to Make With Email

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.

Read the whole story at Direct Marketing News »

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