News: Telephone and Writing Skills
Writing skills training: 71% of firms 'do not personalise customer emails'
01 April 2009
A study has found that 71 per cent of companies are failing to personalise email communications with their customers, highlighting the importance of writing skills training.
The Hitting the Mark survey, conducted by dotmailer.co.uk, found that almost a third of these failed to meet the legal requirements for business communications.
Among the best performing companies are Marks and Spencer and H Samuel, while the lowest include Somerfield and H&M.
Tink Taylor, dotmailer.com's business development director and member of the direct marketing association's email marketing council, claims a number of changes can be made to improve this content, which could include writing skills training.
She states: "Email offers a highly cost-effective, trackable and accountable way of communicating with prospects and customers. Spending more time investing in email best practice will reward retailers both now and long after the recession is over."
David Meerman Scott, marketing strategist and entrepreneur, recently told Manage Smarter that it is important not to include jargon and over-used phrases in communications with customers.
