Introduction

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Did you know?

Personalized emails improve click-through rates by 14%, and conversion

rates by 10%” – Aberdeen Group

• Emails are one of the most effective marketing tools for lead generation.

• Email personalization strategy is crucial in the bigger picture of ecommerce personalization.

• Personalized emails are more targeted and evoke a more favorable response.

• According to a survey; 95% of email marketers see an open-rate increase with personalization.

Role of Dynamic User Content

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“Segmented and targeted emails generate 58% of all revenue” – DMA

• With modern email personalization content is sent to users based on content viewed/ nature of interaction etc.

• For example

• A brand selling shoes could send out mails for shoes for men/women post a visit.

• This could be followed up with an email including a discount coupon on a preferred pair of shoes the customer had viewed or spent most time on.

• Bottom line, segment and target your customers effectively

Ninety-six percent (96%) of organizations believe that email

personalization can improve email marketing performance

Ecommerce and Email Personalization

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• Email personalization in eCommerce can be categorized into the following broad categories, based on the intent of the email

Getting Discovered

Emails sent to users who are currently not your customers to gain mindshare. Increase personalization as you gather more information.

Increase Customer Lifetime Value

Emails sent to your customers to drive more sales leveraging their purchase history – introduce new products, cross-sell, up-sell and more.

Improve Conversion

Offer promotions and coupons to customers to convert your abandoned shopping carts into order.

Get them back your Store

Use order history and personal information to bring back customers who haven’t purchased from you in a long time

Stay on top of Mind

Emails sent to stay on top-of-mind of customers like account status (transaction emails, reward points, etc.) emails, holiday greetings, birthday wishes, etc.

What can you Personalize?

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• Subject line,

• Addressing the user by name,

• Share content of Interest (DIY guides, How to use the product videos, etc.),

• Promote relevant products, and

• Offer relevant promotions.

Benefits of Email Personalization

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• Improve Conversions

– Leads who are nurtured with personalized content produce a 20% increase in sales opportunities – DemandGenReport

– 60% of abandoned cart emails generate revenue and most of that revenue occurs in the first 24 hours of the email being sent –Salesforce’s Exact Target

• Increase Sales

– Personalized emails deliver six times higher transaction rates than non-personalized emails –Experian

– Relevant emails drive 18x more revenue than broadcast emails –Jupiter Research

Benefits of Email Personalization

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• Increase Average Order Value

– 77% of consumers are likely to make additional purchases if an option that matches their preferences is presented to them in a personalized email from a merchant or retailer – Listrak

– 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact – DemandGen

• Improve Customer Loyalty and Engagement

– 35% of Amazon’s consumer purchases come from their personalized recommendations –McKinsey & Company

– 74% of marketers say targeted personalization increases customer engagement –eConsultancy

Benefits of Email Personalization

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• Greater ROI for your Marketing Efforts

– Marketers see an average increase of 20% in sales when using personalized web experiences. – Monetate

– The top reasons email users unsubscribe from a business or non-profit email subscription are too many emails (69%) and content that is no longer relevant (56%) – Chadwick Martin Bailey

• Stay Competitive

– 80% of marketers define dynamic personalization in emails as highly important – Adobe and DMA

– 94% of customer insights and marketing professionals across multiple industries said personalization is “important,” “very important,” or “extremely important.” – Conversant

Conclusion

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Email personalization takes ecommerce personalization a step ahead; while the data used depends on the relevant industry business and tools used.

Focus needs to be centered around improving overall user experience not in freaking them out.

For more information

Visit : www.i95Dev.com

E-mail : info@i95Dev.com

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