2 in 5 firms ‘shun their online customers’
- Added:
- May 15, 2009
UK companies are collecting personal and demographic data on their email subscribers but fail to use it, according to new research.
The study, from email deliverability services company Return Path, reveals that 85 per cent of companies that collected valuable subscriber data failed to use it to personalise or individualise marketing messages.
Significamtly, 2 in 5 organisations failed to send a single email during the five week study period.
Only 14 per cent of marketing-related email was personalised to the recipient
The report, Creating Subscriber Experiences That Maximise Returns for UK Email Marketers, can be viewed here:
http://www.returnpath.net/landing/ukstudy/
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