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Consumers expect holiday emails to reflect previous online, in-store activity

by Helen Leggatt

Biz Report, August 7, 2015

The creative and effective use of consumer data will be key to marketing success this holiday season, according to recent research from Listrak, as consumers want promotion messaging to be as personalized as possible. 

Email marketers can really lend shoppers a hand this coming festive season, by using the data they have collected in-store and online to provide consumers with relevant and personalized email messaging.

More than half (56%) of the 2,019 consumers surveyed in June by Listrak said they expect retailers to use what information they have gleaned from previous interactions to personalize gift ideas. 

However, Listrak claims that many retailers have a lot of work to do to prepare for the festive frenzy that is on the horizon. According to Ross Kramer, CEO of Listrak, a whopping 46.77% of the 125 retailers they surveyed don't plan on using online behavioral data to personalize email this holiday season.

Of those that are planning to make good use of data to target consumers, 45.16% intend to use data on products most recently browsed, 40.32% will use category, department and/or brand most recently browsed and 32.26% will use the last online browse date.

"Our studies have shown a fourfold increase in clicks on products that were last browsed," said Kramer. "In my experience, consumers have found it very helpful, thinking, 'Hey, there's the shirt I was looking at for Uncle Fred, and it's on sale.'"

Other findings from the study include:

- 1 in 5 shoppers plan to do at least some of the holiday gift buying on a mobile device;

- 70.9% of retailers surveyed provide a mobile responsive website;

-Just 12.9% of retailers offer a mobile shopping app;

- Only 9% of consumers plan to use social media to plan their shopping, yet 25% say social media is the best channel via which retailers can reach them;

- A quarter of retailers expect no return on social media investment and just 12% expect a high ROI.

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