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THE STATE OFPERSONALIZATION IN EMAIL
15%
PERSONALIZATION IS REVITALIZING EMAIL MARKETING
The degree of personalization respondents encountered within emails from retailers greatly varied by region.
The greatest amount of personalization, 68%, was experienced in Asia.
Consumers polled on whether they felt email content from retailers was personalized for them:
EuropeNorth America
100
80
60
40
20
0 Strongly
AgreeAgree
Perc
ent o
f rec
ipie
nts
polle
d
Disagree Strongly Disagree
Asia
5% 10%
18% 20%
44%
68%
45%
25% 30%
13% 8%
THE PERSONALIZATION OPPORTUNITY IN NORTH AMERICA
While most polled in NA reported they did not receive personalized emails, the majority claimed they would respond favorably if content had been personalized.
This overlap contributes to 37% of missed opportunities.
Would Respond Favorably if Personalized
Felt Content was Personalized
37%GAP
75%DisagreeAgree
25%
38%
62%
Nor
th A
mer
ican
Res
pond
ents
THE PERSONALIZATION OPPORTUNITY IN EUROPE
Most polled in the EU reported they received personalized emails, and an even greater majority claimed they would respond favorably to content tailored specifically for them.
This overlap contributes to 20% of missed opportunities.
Would Respond Favorably if Personalized
Felt Content was Personalized
20%GAP38%
DisagreeAgree
62%
18%
82%
Euro
pean
Res
pond
ents
THE PERSONALIZATION OPPORTUNITY IN ASIA
Most polled in APAC reported they received personalized emails, and an even greater majority claimed they would respond favorably to content tailored specifically for them.
This overlap contributes to only 11% of missed opportunities.
Would Respond Favorably if Personalized
Felt Content was Personalized
11%GAP23%
DisagreeAgree77%
12%
88%
Asia
n Re
spon
dent
s
FLOODED INBOXES PERVADE ALL REGIONS
The largest ratio of those polled stated receiving 5-10 emails a day. Though not far behind, many reported 15+ emails hit their inbox in a given day.
Source: Criteo
18%
EuropeNorth America
100
80
60
40
20
0
0-5 5-10
Perc
ent o
f rec
ipie
nts
polle
d
10-15 15+
Asia
27% 34%33%
27% 26%
35%
21% 22% 25%
20%
8%
13%
Consumers polled on how many emails they receive from a variety of retailers on a daily basis:
Dynamic Yield surveyed more than 550 global consumers to find out.
The results show that people want and expect more quality, highly curated, and personalized email messaging, presenting an enormous opportunity for retailers to resonate with superior experiences and regain trust from within the inbox.
WHY AREN’T ALL RETAILERS PERSONALIZING EMAIL EXPERIENCES FOR CONSUMERS?
THE PROBLEM WITH EMAIL FATIGUE
71% of consumers state that they receive 5-15+ emails each day from a variety of retailers.
BUT just under 40% of respondents claimed to open 1-2 emails per day, where the lions share of clicks take place to a retail site or app.
EMAIL TO PURCHASE PREFERENCES
1/231%45% Just under half of respondents, 45% stated if an email
inspired them to purchase, that transaction would typically take place in the evening, after dinner.
Though not far behind, 31% of survey respondents preferred a mobile phone for a transaction inspired from an email.
Exactly 1/2 of survey respondents stated if an email inspired them to purchase, that transaction would typically take place on desktop.
THE ANATOMY OF A PERSONALIZED EMAILI’ve noticed that the following elements of emails from retailers are personalized for me.
37% “Promotions are catered to me based on my history or preferences.”
24% “Subject line feels like it was written with me in mind.”
23% “Products or content highlighted within the email is relevant to me.”
Consumers are aware of the tactics retailers are using to personalize experiences for them!
Optimizing product recommendations, content, offers and even messaging is not just a nice-to-have, it’s expected.
STRATEGIES FOR A MORE ENJOYABLE EMAIL EXPERIENCE
Deliver relevant product recommendations.
Offer targeted promotions and discounts.
Enhance product discoverability.
Alert recipients of product availability.
Retailers don’t need to stop sending emails, but they do need to retire a spray and pray mentality for more tailored communications!
1
2
3
4
THE AMAZON ADVANTAGEConsumers cited Amazon as their favorite retailer to receive emails from.
What does amazon.com do well that can be translated into the email experience?
Make it easy for users to find what they are looking for.
Get to know users better in order to deliver highly targeted experiences.
Providing information on products and access to what other customers love the most.
1
2
3
Didn’t realize retailers sent coupons if items are left in a shopping cart
Will often wait to purchase in anticipation of an email discount
Don’t check out until they’ve received a deal
43%
43%
18%
OFFER HACKERS
TO RECAP…
1 Users want and expect emails to be personalized And while some regions are already feeling the benefits of individualized communication, there’s a lot more opportunity.
2 Consumers receive upwards of 5-15+ emails a day from a variety of retailers each day But only a few of those emails will ever get opened, let alone clicked through to a retail site or app.
3 Desktop is still the reigning champion of transactions made from emails Though mobile phones are catching up, inspiring users to purchase on-the-go.
4 Compelling offers prove most enjoyable The likelihood an individual will interact with an email increases dramatically with the right promotions and discounts.
5 Amazon is the customer experience gold standard Consumers want their favorite retailers to deliver highly targeted emails, surfacing and offering information of relevant products.
DELIGHT YOUR EMAIL LISTREQUEST A FREE DEMO