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Retailers are struggling to cope with advanced e-mail techniques

Rachel Wheeler Archive
Retailers could be encouraged to seek assistance with their email marketing campaigns following the publication of a new report.

According to Hitting the Mark, the latest email marketing benchmark study by dotMailer, average email effectiveness has plummeted to 52 per cent.

The result follows a fall of eight per cent since 2010, the study showed.

Tink Taylor, managing director at dotMailer and a member of the Direct Marketing Association’s Email Marketing Council, explained: "For two years in a row, there has been no obvious improvement made by the retailers assessed, which is disappointing given some of the simple steps that can be taken to boost the effectiveness of email marketing."

"Email offers a highly cost-effective, trackable and accountable way of communicating with prospects and customers, but this latest study shows that too many are still getting it wrong."

Figures from the report also showed that 34 per cent of email marketing subject lines are "enticing" and just 11 per cent show evidence of personalization in the email itself.