• by Ray Schultz , August 23, 2018

Most retailers do not address shoppers by name in emails following a site visit, according to a new study by Internet Retailer.

Only 13..5% of those that sent follow-up emails used the names of testers, although those names had been provided and accounts opened in some instances. And a mere 17.9% of the card abandonment emails used the names.

This may be because the firms were wary of the creep factor. However, they clearly had gathered behavioral data on the testers—98.1% of the emails showed products the person had viewed, and that data also drove 93.6% of the cart abandonment emails.

Internet Retailer studied the practices of 125 retailers.