Industry Research : Retail Marketers Fail to Maximise or Leverage Data Potential
New study from Emailvision reveals retailers are missing a trick when it comes to online data gathering
Retail marketers are failing to leverage the potential customer data available to them with more than 80 per cent omitting to ask potential customers for simple yet invaluable insight according to research from Emailvision, a provider in marketing automation and customer intelligence. Consumers want targeted, tailored messages and to receive personalised content based on their personal information, website activity and past purchases, yet Emailvision’s study proves retailers are missing a trick by not gathering relevant information from their online customers such as gender, address or date of birth and using the data they have to create more meaningful conversations with their prospects and customers.
Emailvision reviewed the websites and sign-up processes of the top 100 UK e-retailers, as defined by IMRG (based on site traffic), to develop the Retail Email Benchmark Study. It found that more than 80 per cent of top retailers do not maximise their data capture potential from online sign-up forms. Although half ask for first name and surname (58 per cent and 51 per cent respectively), 82 per cent fail to ask for gender, 86 per cent don’t ask for an address and 81 per cent don’t ask for a date of birth – all straightforward information fields against which data can be simply split to provide better targeted email campaigns for customers.
In addition, although 95 per cent of companies do have an email programme in place, 5 per cent of UK retailers are missing out entirely on a key revenue generator.
"Marketers need to be increasingly effective in what is an ever-challenging climate," said Henry Smith, Director of Product Marketing at Emailvision. "Retailers are seeing increased inbox competition with a multitude of offers and promotions falling into consumers’ inboxes every day. In order to better stand out from the crowd marketers need to unlock the potential of their data to build better customer relationships, based on trust and move from broadcast to dialogue marketing. Market as if you only have one customer."
Emailvision’s customer intelligence technology helps marketers deliver more relevant and personalised online marketing experiences. Campaign Commander helps solve the data challenge for marketers by providing SaaS Customer Intelligence that is integrated into email, mobile and social campaign management. Marketers can explore detailed profile data including purchase behaviour and responsiveness to past campaigns and are given the visibility and insight needed to build timely and targeted campaigns that deliver results.
Emailvision last week announced its acquisition of PredictiveIntent Ltd., a provider in behavioural targeting and predictive analytics technology. This technology extends Emailvision’s customer intelligence offering, empowering marketers with the ability to deliver content and promotions that are tuned to the behaviour and characteristics of their subscribers, fans, followers and website visitors.
The study was designed to explore and recognise best practise in the sign-up process, offer guidance on the key areas where small improvements can lead to substantial rewards and help marketers to optimise their online marketing programmes for their organisation.
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Published: Tuesday, February 5, 2013