Online firms missing out at pre-purchase stage
|11 Sep 2012 12:55 BST||Back|
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14% of the UK’s top online companies don’t allow pre-purchase registration, according to new research by RedEye.
These online companies are missing a huge opportunity to engage consumers and improve conversion rates because without pre-purchase registration they can’t send any email communication.
RedEye’s fifth Behavioural Email Benchmark Study found that from those that allow pre-purchase registration, 60% sent a specific welcome email and 26% sent a general, untargeted form of communication.
Since September 2011, the amount of untargeted email communication has decreased. In 2011, 38% of companies monitored sent some form of untargeted general communication. This has now dropped to 28%.
There are now more companies than ever using behavioural email. The retail sector is in the lead, with 17% of companies allowing pre-purchase registration, sending a basket abandonment email. Both the travel and leisure sector and the insurance sector are not far behind, with 11% of companies within both sectors sending behavioural emails.
Katie Traynier, marketing manager at RedEye said: “Pre-purchase communication is a key stage of the customer’s email lifecycle. Online subscription is one of the most valuable ways of obtaining data... Pre-purchase triggers such as basket abandonment have achieved conversion rates as high as 17%. It really is surprising more online marketers aren’t taking advantage of such strategies.”
RedEye’s fifth Behavioural Email Benchmark Study looks at the use of pre-purchase communications by nearly 200 online companies across retail, travel and leisure, and insurance sectors. They include Amazon.co.uk, Play.com, Miss Selfridge, British Airways, Thomas Cooke and Halfords. Data was collected over July-August 2012, and compares research with results from RedEye’s previous Behavioural Email Benchmark Studies released in March 2012 and September 2011.
Download the full report.