Dear [your name here]

Abu-Shalback Zid, Linda
July 2005
Marketing Management;Jul/Aug2005, Vol. 14 Issue 4, p7
This article discusses a study conducted by Silverpop, concerning the use of e-mails by retailers in the U.S. in 2005. The study found that 75% of 175 retailers failed to use customers' names in e-mails, despite personalization being a simple yet effective tool for establishing relationships. Offering a reason to sign up for e-mails from the retailers was another shortcoming, with 25% failing to make such offers. Moreover, 23% failed to include e-mail registration requests on the home page, while 78% offered only one choice of communication such as notices of sales, newsletters or information bulletins. Furthermore, 37% asked customers only for an e-mail address when they registered to receive information and seven percent did not send confirmation e-mails following registration.


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