Big brand UK retailers are missing out on the opportunity to build profitable, long-term relationships with visitors to their website by failing to integrate email marketing with their ecommerce operation, according to a study by dotCommerce.
The study highlights that many online retailers have not put in place simple features to boost data acquisition, with only 30% giving the option to sign up to an email newsletter during the checkout process.
In addition, only 40% look to develop ongoing relationships with their customers by sending a marketing email within ten days of a purchase.
The findings form part of a benchmark study which assessed the websites of 20 of the UK’s leading retail websites.
At a time when retailers are facing increasing online competition, and relentlessly harsh conditions on the high street, the dotCommerce report suggests that many are failing to fully exploit the low cost, revenue-generating opportunities offered by integrating email marketing with their online presence.
One in five retailers neglect to have any sort of data capture on their homepage and 55% of those that do, fail to place the link towards the top of the page, making it invisible to most visitors. In addition, only 5% of follow-up marketing emails sent to new customers are personalised or targeted towards the individual.
According to Simon Bird, Technical Director at dotCommerce, retailers are missing a valuable trick by failing to use their website to build newsletter subscribers and not contacting online customers with targeted, personalised email messages.
“Too many of the retailers we surveyed are not using email marketing as effectively as they could, to maximise their ecommerce revenue and build stronger, more profitable customer relationships,” he said.
“Email offers an unbeatable, low-cost channel for retailers to engage with their online customers, with the flexibility for personalisation and customisation and high ROI.”
Bird added, “Any online retailer that neglects email marketing does so at their peril. At the very least they should ensure they collect permissioned contact data through the online customer journey and use that information to inform timely, personalised and targeted email communications.”
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