Return Path recently conducted a new "Subscriber Experiences" study, subscribing to and studying email programs of 61 top-brand companies from the US. The findings were surprising, to say the least.
Eighty five percent of companies failed to personalize the first email message sent to new subscribers. This lack of customization, combined with other missed opportunities, leaves marketers unable to leverage the true power of email marketing.
Other missed opportunities found in the study:
"As marketers continue expanding their use of email, they need to keep in mind the unique capabilities that email offers. If you’re collecting information in addition to an email address when a person signs up, you should be using that information to create a personalized message. Personalization keeps subscribers involved with your brand and more inclined to purchase," said Bonnie Malone Fry, RP’s Director of Strategic Services.
For more details, read the full article about the Return Path study findings here.