According to new research, non-profit organisations are struggling with email customisation in online direct marketing.

This is despite the study also revealing that most non-profits have mastered the basics of email marketing.

62 per cent of charitable organisations send new subscribers a welcome message, compared to 40 per cent of commercial marketers. Following best practice, 90 per cent of non-profits send their welcome message within 24 hours.

However, although 81 per cent request geographic data, only 12.5 per cent use it to customise or segment their email marketing.

The results revealed that only 20 per cent collect demographic data, while 28 per cent did not send an email to subscribers during the 30 day study period.

Meanwhile, in other news, high street chain Homebase has announced the expansion of its email marketing campaign.

As featured on equimedia.com.

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