Study Shows an Increase in Behavioral Email Marketing

Allison Howen
by Allison Howen 15 Sep, 2011

A new study shows an increase in the use of behavioral email marketing.


The study, by behavioral email marketing solution provider RedEye, shows that behavioral marketing has increased across all sectors including retail, insurance and gambling.


However, retail companies send the least amount of behavioral targeted emails, yet commonly use a welcome program. Welcome programs send an email to a user after they have registered in order to build brand loyalty. 


The study also shows that 27 percent of retailers fail to offer pre-purchase registration, which prevents them from implementing behavioral emails.


"Pre-purchase registration is an integral step in improved conversion rates," says Brian McConnell, U.S. RedEye Commercial Director. "Without implementing this simple form of data capture, retailers are missing a huge opportunity when it comes to turning an online browser into an online buyer."


Additional statistics show that 70 to 85 percent of shoppers abandon their online shopping carts. This statistic provides an estimated loss of $18 billion in the U.S. from abandoned shopping carts. Research also shows that only 13 percent of retail companies take action against shopping cart abandonment such as providing an abandoned basket email to customers.