You are here > Home > News
Marketers 'not making use of email data'
Marketing News |
19/05/2009
Marketing professionals are failing to make use of the email marketing data they collect from consumers, according to a new study.
Research by email deliverability services company Return Path highlighted that 85 per cent of firms that collect personal data on subscribers are not using it to make their marketing more relevant to individuals.
The study also showed that marketers are not sending emails to customers promptly, with 39 per cent of the organisations the researchers signed up to failing to send them a single piece of correspondence over a five-week period.
Return Path's senior director of response consulting Margaret Farmakis said: "Email is one of the most cost-effective forms of marketing and, when it is personalised towards individual consumers, it's also one of the most effective."
She added that marketers should send out a welcome message to consumers within 24 hours of them signing up and ensure that it is personalised to establish a strong relationship from the outset.
The recent MessageLabs Intelligence April 2009 study highlighted that the vast majority of emails sent are spam messages.
Posted by John Lynes.
Sign up to our e-newsletter service to receive our headline news directly to your inbox.
