E-mail Marketers Missing Upsell Opportunities, Study Shows
While basic transactional e-mail practices are excellent, many well-known brands have missed opportunities to maximize sales and upsell by inadequately targeting messages to buyers and lacking the appropriate promotions in transactional messaging.
These were key findings from a new study from Return Path’s Professional Services Group, which ordered items from 45 online retailers. It then monitored the transactional and promotional message streams, and compared those e-mail messages to messages received by registering for the same e-mail programs without making a purchase.
The study discovered the following:
- 31 percent of companies added customers to their e-mail lists following a purchase without requesting permission;
- 58 percent of retailers sent the same initial promotional e-mail to both buyers and nonbuyers, missing opportunities to personalize or adapt the first promotional e-mails based on customer purchases; and
- 15 percent of retailers used data they received during the purchase process to target their promotional messages to buyers.