Digital marketers have long ago discovered the power of personalization in retail email marketing. In short, the practice gives customers an intimate brand experience that often results in sales and long-term relationships.
A slew of industry research reports backs up what marketers say. For example, the Aberdeen Group published a 2015 study indicating that email personalization increase click-through rates by 14%. Additionally, the tactic causes a 10-percent increase in conversion.
Meanwhile, Experian Marketing Services reports that transaction rates associated with personalized email campaigns are about six times higher than their generic counterparts.
Despite the promise of personalization in retail email marketing, according to Yes Lifecycle Marketing, many professionals have yet to embrace it. Almost half of all email marketers use a one-size-fits-all strategy that uses no personalization.
Experts suggest that alongside a lack of understanding of personalization, marketers often have insufficient access to necessary data. In essence, the inability to tap into the buying histories and other customer information is why personalization is hard to implement.
The good news is that if you have access to customer data, personalization gives you a fantastic opportunity. To begin with, you can dramatically improve the ROI of your email campaigns. In addition to that, you may have a chance to gain an edge over your competitors.
Use the following tips to effectively use personalization in your next retail email marketing effort.
Personalization in retail email marketing: Get data
Any business that wants to effectively market must acquire customer data. As a matter of fact, you should collect as much information as possible so you can create messages that match their needs and desires.
In most settings, collecting customer data involves the implementation of a CRM system. If you must buy or upgrade your CRM, choose one that integrates with your e-commerce and email management platforms.
When all your systems communicate well with each other, you can insert dynamic fields into your messages. Consequently, you will have surprising chances to meet and exceed the expectations of your customers.
To increase the data points collected by your firm, adjust your online signup forms. Doing this can give you a better understanding of your customers and what they want.
Segmenting your contact list
Rather than sending the same message to your entire email list, group similar contacts into smaller segments. This approach to segmentation can improve efficiency by applying your customizations to everyone who can benefit from them.
Try grouping your recipients based on one or more criteria. For starters, you might choose to segment your list based on their geographic location. Next, you can increase the precision of your groups by using gender, age, occupation and personal interests and company size.
Doggyloot, an online retailer, made used segmentation to send custom messages based on the size of dog owned by recipients. As a result, they increased by fourfold their click-through rates for owners of large dogs.
Product recommendations and special promotions
Use your personalized email campaigns to deliver relevant product recommendations and offers. Since your suggestions are based on the characteristics and behaviors of your recipients, they will seem hand-picked.
You can choose to enhance your promotions by using the latest breed of marketing technology. New capabilities make tracking consumer behavior easier than ever before. In fact, you can also track their browsing activities.
With this in mind, your product recommendations also add value to your customers by simplifying their shopping experience. Besides, the accuracy with which you match customers with special deals communicates to recipients how much you care about them.
Real-time personalized messages
By timing your personalization in retail email marketing right, you can substantially improve the results of your email messages. For example, by automatically sending personalized follow-up messages after a purchase, you can improve your customer service.
Additionally, you can set your software to use support calls and other customer actions to trigger automatic customized messages. For the most part, technology is increasing the number of message types that you can send.
In the retail environments, the use of beacons is becoming trendy. Already, more than one million of these devices are installed. They can send messages to customers based on a variety of circumstances.
A beacon can send a real-time message to shoppers based on their location in your store or based on what items they have placed in their cart. They can also facilitate your remarking campaigns by sending personalized messages when a shopper has abandoned their cart.
In summary, you can boost the performance of your retail email marketing campaigns via personalization in retail email marketing. When you do this, everything you send will have a high degree of relevance. As a result, people will relate better to your message and respond at higher rates to your calls to action.
Finally, personalization gives you a chance to improve your customer relationships. When you connect with people on a personal level, they will feel closer to your brand and think of you as their friend rather than a business.
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