Sixty-percent of respondents to a new survey offer no personalization in their e-mail or Web marketing efforts.
The survey, conducted by the e-tailing group, inc. in partnership with Exmplar Inc., reported that 26% said their e-mails are very personalized based on past customer behavior, while 22% said their site greets customers by name. Fourteen percent said their site offers tools allowing customers to personalize the experience to suit their needs, and 7% said their site shows products based on past customer purchases.
Forty-seven percent of respondents define their level of sophistication regarding customer segmentation as rudimentary and 36% report some use of segmentation. However, the primary elements that come into consideration are product category (63%) and transaction data (61%).
“Ultimately merchants need a comprehensive plan that addresses both tactical and relationship issues,” said Keith Wardell, president and CEO of Exmplar Inc. “A model that integrates marketing and merchandising with segmentation and personalization will deliver the higher conversion, customer retention and reactivation that merchants seek.”
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