Can Individualized Content Save Email Marketing?
Email marketing is one of the most powerful weapons in the modern marketer’s arsenal, but the key to success goes beyond a well crafted subject line. Legacy email marketing tactics have created a vicious cycle for email marketers – one that finds brands continually chasing poorly performing email campaigns with an increased volume of emails. You know what they say about continuing to do the same thing and expecting a different result?
Traditional email performance has declined over time, directly impacting its effectiveness as a revenue driver for retailers. Amidst this downward spiral of email KPIs, such as email click throughs, open rates, and conversions, retailers must implement new email tactics to engage and retain today’s consumers. Retailers can counteract this decline by delivering unique messages with personalized content and products based on the preferences of each individual recipient.
Individualized Content in Email Drives Better Results
Retailer websites have evolved over time to become more sophisticated and personalized, but email (arguably the most engaging channel for customers) has stagnated. Clinging to out-dated “batch-and-blast” or basic segmentation strategies, they are reluctant to evolve their approach to email. However, individualization presents a sizable opportunity to reverse this negative inbox trend.
In our recent infographic “The Downward Spiral of Legacy Email Marketing,” we found that retailers are losing upwards of HALF A BILLION dollars per year due to the abuse of promotional email. How can they recoup this lost revenue? Individualized content.
Individualized content in email ensures relevancy by leveraging each recipient’s preferences and tastes to predict and promote the most relevant products. Each email recipient sees a different assortment of products at open-time, based on his or her recent shopping behavior and history, as well as the retailer’s current inventory. We found that merchandising the most individually relevant products through email increases click through rates by 9-13% and Revenue per Email (RPE) by 15-18%. Personalizing email content also helps boost conversion rates and accelerate reactivation — all critical objectives for retailers battling for market share.
To learn more about the current state of consumers inboxes, the challenges facing today’s retailers and the impact of individualized content on campaign performance, download the full infographic.