Distribution companiesThis study is the result of the analysis of Email Marketing shipments of a group of companies integrated in the National Association of Large Distribution Companies (ANGED) in a period of three months: November and December 2015 and January 2016. Taking advantage of the Christmas campaign, the shipments of different companies in the sector have been analyzed to observe what actions are carried out with this tool.
RELEVANT CONCLUSIONS OF THE STUDY
Handling the registration process
In general, few actions are taken to follow up on the user registration process. Most of the companies analysed do not reinforce their subscriptions with Welcome Emails and Confirmation Emails .
Welcome email Ikea
Mobile adaptation
Only two of the seven brands have at&t email list adapted their emails to mobile devices.
responsive designPersonalization
Less than half of brands personalize their subject lines and email content.
Email retargeting
None of the brands analyzed responded through an email remarketing program to the purchase processes that we abandoned in their respective e-commerce (Spain).
Shipping days and frequency
The month with the highest number of shipments was November and 32.03% of the total shipments made were on Thursdays .
Emailing Christmas campaign 2015
So… Are you giving email marketing the importance it requires? The answer is no. At least not as much as you should. Although all the brands analysed stand out positively in some of the aspects analysed in the benchmark, the general conclusions of the study indicate that the use that is being given to email marketing in this sector is insufficient . By the term “insufficient” we mean that they are not taking advantage of it as they could. Perhaps due to the lack of expertise in this sector or the absence of a digital marketing department or a specialised agency when it comes to managing the different email marketing tools . As we have mentioned in multiple situations, Email Marketing has established itself as one of the most effective tools to generate traffic and sales in the industry in general. Therefore, large retail companies should not neglect this valuable tool and should learn to get the most out of it.
