Segmented and tailored e-mail messages can be a key driver for sales while personalized follow-up can turn a one-time customer into a loyal repeat customer, according to a new survey from RightNow Technologies and Harris Interactive.
68% of consumers surveyed said they were prompted to browse a web site after receiving an e-mail from a retailer, according to the study. 73% said they would appreciate any post-purchase follow-up.
“Providing shoppers with easy access to relevant information is critical to the success of any online retailer,” says Greg Gianforte, CEO of RightNow.
The survey also found that 50% of consumers have increased shopping online “a great deal” or “somewhat” in the past five years. 42% said they would prefer to be able to find the answers they need online by themselves if they had a question or needed help during an online shopping experience.
The study was conducted online from March 26-28 among 2,873 adults ages 18 and over.
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