| If you are like most online companies, you are probably spending a great deal of time and money generating traffic and gathering customer emails; however, you may be failing to maximize your profits if you aren't using the proper email marketing software, which if used properly can dramatically increase your sales.
A study conducted by Silverpop looked at 250 retailers' practices to identify ways to improve email marketing campaigns. Of that initial group, which included national companies like JC Penney, Neiman Marcus and CompUSA, only 68 percent were actually running email marketing software programs.
Another interesting find was that retailers that sent out e-mail, only personalized their messages to their customers 25 percent of the time. Of these, only 5 percent of the retailers addressed the recipient using their full name; while 20 percent used only a first name. Furthermore, the study found that 57 percent of the surveyed companies didn't send a confirmation message following an online registration.
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