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New Research Finds Marketers Prioritize Cross-Channel Integration but Are Ill-Prepared to Implement It

Yes Lifecycle Marketing survey finds retailers are still not utilizing available data to inform campaign strategies

CHICAGO – Jan. 11, 2016 – Nearly a third of retailers indicate that integrating email with other digital channels is one of their top three email marketing priorities for 2016. However, according to “The 2016 Yes Lifecycle Marketing Channel Report,” this goal may remain out of reach for many brands that continue to overlook the importance of  incorporating key data points spanning social, browse, point-of-purchase, and demographic, into their digital marketing strategy.

Yes Lifecycle Marketing surveyed nearly 200 retailers at the National Retail Federation’s Shop.org Digital Summit to identify these brands’ priorities for 2016 and recognize opportunities to streamline email marketing. The study shows, that although 60 percent of retailers are integrating email with social channels like Facebook and Twitter, almost half do not collect email addresses via any social media channels or at in-store locations.

“Before retailers can integrate with other digital channels, they must first utilize readily available data to improve their existing email marketing strategies,” said Michael Fisher, president of Yes Lifecycle Marketing. “From growing their subscriber base to developing more personalized content, as retailers fine-tune their email programs, integration with other channels will come more naturally. While many brands have adopted a variety of digital channels, a surprising number of them are not implementing basic email marketing best practices.”

Two-thirds of retailers do not use customer data to personalize their email offers. Additionally, over one-third of retailers don’t personalize subject lines, and over half don’t use a recipient’s name in the body of their emails. Alarmingly, 64 percent of retailers do not personalize email copy at all. Yes Lifecycle Marketing research also found that 17 percent of retailers fail to obtain email addresses from visitors to their website and over two-thirds fail to capture email addresses through their brand’s mobile app.

“In 2016, retailers cannot afford a disjointed marketing strategy,” said Mike Iaccarino, chairman and CEO of Infogroup. “Brands need to promptly identify the gaps in their programs and select a partner with the technology and expertise to fill each of those gaps while maintaining the focus on the customer’s needs.”

To download The 2016 Yes Lifecycle Marketing Channel Report “Back to Basics: Retailers are not Ready for Cross-Channel Integration,” click here.

About Yes Lifecycle Marketing
Yes Lifecycle Marketing provides solutions that orchestrate cross-channel marketing communications to drive results and revenue. This is accomplished by leveraging technology, data, analytics, creative, and strategy to activate and optimize insights-driven, real-time, relevant communications. This holistic approach gives marketers the ability to source a full-service offering of best-of-breed technology and solutions from a single vendor in order to achieve their desired outcomes across all on and offline channels. To learn more, call 1-877-937-6245, emailsales@yeslifecyclemarketing.com or visit www.yeslifecyclemarketing.com.

About Infogroup
Infogroup is a marketing services and analytics provider that delivers best in class data-driven customer-centric technology solutions. Our data and software-as-a-service (DaaS & SaaS) offerings help clients of all sizes, from small companies to FORTUNE 100TM enterprises, increase their sales and customer loyalty. Infogroup provides both digital and traditional marketing channel expertise that is enhanced by access to our proprietary data on 235MM individuals and 24MM businesses[I1] , which is distributed real-time to our clients.  For more information, visit:www.infogroup.com