Consumers receive marketing information on a plethora of channels, with email remaining one of the most effective. It is the most highly ranked marketing channel for return on investment, with three in four marketers rating it as either ‘excellent’ or ‘good’.
With 80% of consumers being more likely to make a purchase from a retailer that tailors offers to their preferences, retail marketers should focus on personalizing email communications to further increase ecommerce revenue and customer loyalty.
Effective personalization can be as simple as a smart “welcome email” that leaves a great first impression, or as complex as displaying the shopper’s favorite colorway instead of the default color of the promoted product.
On the other hand, including the customer’s name in the subject line or body of your newsletter is an ineffective way of checking off the “personalization” box without much strategic thought. Research shows that more than one in three consumers don’t care if retailers use their name in marketing emails.