Poor Systems Integration Just Makes It Worse, Part II
In Part I, I talked about how sad/amazing it is that large companies don’t tie their systems together well in this day and age of flexible computing and 1:1 marketing.
A recent research study that our consulting team conducted at Return Path points to more of the same as it relates to email marketing. The two big findings were that:
– 2/3 of companies in our survey don’t send an immediate welcome message to their new subscribers
– 3/4 of companies in our survey don’t use personalization, even though most ask for personal data
Appalling, right? The full study, and a 12-minute webcast done by the study’s author, my colleague Bonnie Malone Fry, are available (and really well done!) here.