UK retailers ‘can do more with email marketing’

UK retailers are not paying attention to simple measures with their emails that could help increase click-throughs and online sales, it has been suggested.

According to the dotMailer.co.uk annual benchmark study Hitting the Mark, 71 per cent of those companies involved in the research did not use a personal greeting, which is proven to significantly increase open rates.

Meanwhile, just 29 per cent asked for relevant interests when signing people up so that they can target emails more effectively.

“Many of the best practice guidelines outlined in the report are very easy to implement and by making these simple changes and improvements, retailers can start seeing some incredibly positive results,” said Tink Taylor, dotMailer’s business development director and a member of the Direct Marketing Association’s Email Marketing Council.

The top performer in the study was Marks & Spencer, with H Samuel in second.

Richard Rushing, recently writing for Email Insider, suggested that focusing on value can help win over non-responders to emails from companies.