Like what you’re reading? Click here to learn more about Insider Intelligence’s leading Advertising, Media, and Marketing research. According to the Ascend2 survey, 65% of US marketing professionals reported that more personalization was the best approach for improving the effectiveness of email programs. Many email marketers agree that their personalization capabilities are still not yet where they could be: 60% of marketers surveyed by Litmus indicated that one of their priorities was increasing email personalization. That’s because despite most brands having reams of customer data, they are not actively doing much with it. One of the areas of greatest opportunity for marketers is personalization. Using data to unlock email marketing personalization and segmentation
PERSONALIZED ADVERTISING THAT USES POSTAL MAILINGS OFFLINE
And those online and offline commerce models embracing data-driven commerce and relevancy through personalized promotions are thriving. While some talk about the death of brick-and-mortar retail, there’s more to it: We’re witnessing the death of non-data-driven commerce. If you can get 80% of a promotion’s sales by communicating it to the 20% of your audience who will find it most relevant, go for it. Given how crowded consumers’ inboxes are, the best way to ensure customers pay attention to your messages is relevancy. There is a clear movement toward personalized promotions as opposed to the one-size-fits-all approach. “If someone’s going to buy, don’t stand in their way of buying,” said Jason Grunberg, CMO at Sailthru, “ if they’re not predicted to buy, give them the right type of content that they’ll consume so that they can learn more and get back on that journey and then fall into that segment of customers predicted to purchase.” Accordingly, brands are getting more sophisticated about when they reach out to a customer with a promotion. Without the proper cadence in mind when sending out email promotions, companies can create a negative CX. And increasingly, brands are discovering that, when they don’t personalize offers, they may be eroding brand trust while wasting promotional dollars. Why do personalized promotions matter? For starters, 47% of US consumers prefer emails with deals and promotions from brands, according to September 2020 data from Fluent. Targeted promotions aren’t new per se, but what is new is mainstream’s growing adoption of and demand for them. Organizations are increasingly using customer data to create more relevant and personalized email marketing promotions for their customers. Consumers want personalized email promotions In today’s economy, marketers are using email to create deeper connections with customers, increase ecommerce sales, push consumers to new calls to action such as click and collect (buying an item online to pick up in-store), onboard new customers, and reactivate lapsed ones. Gone are the days when all marketers used email in the same way. Do you work in the Advertising, Media, and Marketing industry? Get business insights on the latest tech innovations, market trends, and your competitors with data-driven research.As of 2021, 80.0% of the US population uses email.Email marketing was one of the success stories of the pandemic as open rates and engagement saw an uptick these past few years.
0 kommentar(er)
