An inside look at retail email marketing
Email is a vital link between marketer and consumer that can provide companies with rich information about their products and services. Email extends well beyond the boundaries of opens and clicks, and must be optimized and measured as an important part of the overall media mix.
Nearly two-thirds of survey respondents that receive email communications from retailers want to receive personalized content from companies. Specifically, consumers want content and offers based on their personal online behavior such as website and browsing activity and past purchases. This suggests that generic email blasts are less effective. Retailers need to use the clues left by customers to deliver segmented and personal content.
Today’s online shopper is looking for a highly personalized experience, mimicking the one-on-one attention of an in-store visit. For retailers, the extra work will pay off. Delivering content relevant to the receiver is a great way to engage customers, increase clicks and boost revenue.
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