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Multichannel Merchant: Shoppers Want More Emails With Personalized Product Recommendations

By Daniela Forte

Multichannel Merchant, January 15, 2014

Online shoppers want emails featuring merchandise selected based on their own shopping habits, according to according to results from a Listrak-sponsored Harris Interactive survey.

Shoppers are willing to receive more emails if it makes shopping easier for them and they are willing to share information with retailers in order to receive more emails that are relevant to them, according to the survey.

Shoppers are also willing to purchase items if the email has products based on their own shopping habits and preferences, according to the survey.

Eighty-four percent of shoppers who signed up to receive promotional emails, reported that they find it helpful if products featured in the emails are relevant based on their shopping habits and preferences.

Sixty-nine percent, even reported that they are willing to share personal preferences with retailers in order to receive emails more relevant to them.

According to the survey, 27% of online shoppers reported they were extremely or very willing to receive additional promotional emails on a weekly basis from certain retailers if they were personalized based on past shopping habits, with 82% at least somewhat willing to do so.

Emails that present online shoppers with recommended products personalized to their unique preferences and past purchases are considered helpful, which is why many online shoppers are willing to receive more promotional emails.

According to the survey, 90% of online shoppers who’ve signed up to receive promotional emails reported they find it helpful to be alerted when products they frequently buy, go on sale, and 72% revealed they are willing to receive more emails if they make shopping easier for them; such as weekly sales, top sellers and new products.

The survey revealed that 77% of online shoppers who’ve signed up to receive promotional emails reported that they are more likely to purchase items online or in store if emails feature products based on their shopping habits and preferences.

Twenty-five percent of online shoppers reported they were extremely or very likely to purchase items online or in-store if the emails feature products based on their shopping habits and preferences, according to the survey.

Eighty-two percent were at least somewhat likely to purchase more items online or in store if they were to receive email featuring recommended products based on personal preferences and/or shopping habits.

The survey was conducted online by Harris Interactive on behalf of Listrak between Dec. 11-13 among 2,019 adults ages 18 and older.

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