Retailers must avoid ‘spray and pray’ marketing

LONDON: Retailers are more likely to protect their return on investment from direct marketing and retain consumer engagement if they focus on relevant and highly personalised content, according to new research.

Although many other studies have reported on the importance of relevance in email and social media marketing, it appears more work still needs to be done in the UK because a survey commissioned by Engage Hub found 90% of consumers have cancelled communications from retailers in the past 12 months.

Bron en volledig bericht: WARC