New Study: The Email Experience for Online Buyers

Margaret Farmakis
By Margaret Farmakis
Senior Director, Response Consulting

I’m proud to announce the launch of a new study on email experience: Increasing Revenues by Optimizing Emailing Practices with Online Buyers. You can download it now and also sign up for our March 19 webinar.

For this study the Professional Services Group bought merchandise from 45 retailers to see what type of promotional email they would send to us as buyers. Then we also signed up for the same retailer email programs using a different email address and not making a purchase. This allowed us to compare the first promotional message sent to a buyer with the first promotional message sent to a prospect – would it be different? Would the retailer use purchase and demographic data to target the buyer promotion and make it more relevant, or would buyers and non-buyer be treated the same?

In most cases we found that the email wasn’t different and wasn’t targeted based on that initial purchase. The study also reveals interesting findings about how retailers view permission, how they handle order and shipping confirmations, and how frequently they send email during the busy holiday season. While there is a plenty of the usual bad news about email practices, we also point out some examples of retailers who are following best practices with regard to targeting, segmentation and creating an interactive experience. These are ideas to steal!

Like all Return Path studies it is chock full of eye-popping stats, best practice recommendations and screen shots that illustrate key points. And to further illuminate the findings, my colleague Stephanie Colleton and I will be writing more blog posts over the coming weeks based on our observations while conducting the study. Stay tuned for those.

Download the study now! And then don’t miss the March 19 webinar featuring Stephanie Colleton, Director, Response Consulting, and Michelle Pelletier, Senior Director, Professional Services. They will walk you through the study’s findings and give you actionable advice for improving your content and contact strategies to buyers and prospects, your sender reputation and your email program response.

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