Consumers expect tailored marketing campaigns

Consumers increasingly expect email marketing to be tailored to them, and new research has uncovered the essentials for effective email campaigns.

According to the BIGresearch and Shop.org July 2009 American Pulse survey, consumers want online retailers to remember things about them when they send out email marketing or html email newsletters.

Top of the list of things that must be remembered was the language a consumer uses.

This was followed by automatic log in and recognising which country the shopper is from.

Fiona Swerdlow, head of research at Shop.org, said: "What struck me is that the top three items are very much fundamental - log me in, remember my language preference, know where I'm based."

"If they don't already do this, retailers should work with their IT groups to determine how these fundamentals can be done without onerous development work," she added.

According to recent research carried out by Engine Ready, conversion rates for email marketing at leading retailers was 6.58 per cent – much higher than conversion rates from paid search advertising, which stood at 2.03 per cent.

Written by Mark Hainsby