Despite being one of the oldest features of the Internet, email is still one of the most effective: Seventy-two percent of U.S. Internet users open and read promotional emails. Big box brands are taking advantage of this trend: 82% offer newsletter signup and 92% offer account signup. However, most fail to leverage their email and account program to collect information about their consumers. For example, just 20% of brands in L2’s Digital IQ Index: Big Box allow users to customize their preferences when signing up for a newsletter and only 4% address customers by name in emails.

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The content from Big Box brands is on the promotional side, asking users to purchase or save items to a purchase list. Forty-six percent of emails sent during the study period highlighted savings through a coupon and 31% had a “Shop Now,” “Buy Now,” or “Add to List” button.

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Like in many other categories, incomplete transactions are an opportunity for Big Box brands. However, few brands take advantage. Just 30% of brands in the Index send an email following a cart abandonment. Rite Aid is one of the exceptions; it emails shoppers who abandon their carts with a $5 dollar discount, followed by a 15% off coupon.

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