The answer was generally a resounding “no.” I only received targeted messages in a few cases. And each time a brand asked for my gender at sign-up, they failed to use it. Post-purchase messaging was lacking in all instances. But this was just the tip of the iceberg. Here are some of my more interesting findings:

Welcome Messaging

• Three of the five brands asked for my gender at sign-up. None customized the welcome message or series based on that information.
• Only one brand sent a traditional welcome series. It was four messages long and contained a social invite and a message inviting me to manage my preferences.
• One brand sent me a welcome message every single time I filled out a form and, for some reason, even sent one after I abandoned my shopping cart (two weeks after my original sign-up).
• One brand sent two welcome messages. The initial message sent with a from name of “online” was in plain text and included no call to action. A well-designed, branded welcome was sent two days later.

General Messaging and Segmentation

• Send cadence to the various email addresses was almost identical, regardless of shopping behavior. Only two brands had slight variations.
• Only two of the five brands sent mobile-friendly emails. I was stunned!
• No brands included product recommendations in their emails.
• Almost all messaging was batch-and-blast.
• Only one company sent me gender-based messaging more times than not.
• Email open or click activity did not affect the marketing strategy for any of the five brands.
• One company signed me up for three sister brands (all related to children) – but it was not for the address that clicked the maternity link in every email.

Abandonment Messaging

• Only two brands had a cart recovery strategy. One had only one message, while the other sent two.
• None sent browse recovery messaging.

Post-Purchase

• No brand included a true post-purchase series.
• One brand sent me two product review messages on the SAME day. I should note these came two days after the company issued a return label to me.
• Only one brand had optimized their transactional messaging by including sister-brand promos in the message.

One Not-so-fun Fact

• One company removed my email address altogether after I updated my preferences. It was also the email from which I opened and clicked on every single message.

I encourage everyone reading this to thoroughly analyze your email program (and other digital marketing tactics) to see how well you’re connecting with your customers. If you see some of the same results, it’s time for a change.

Consumers today expect you to listen to them and offer a relevant, personalized experience with your brand. If you don’t deliver, you can kiss those subscribers good-bye.