It’s been confirmed: consumers love email. So much so that 53% of their inboxes are filled with promotional messages. How can you stand out as a retailer in such a crowded space?
By now most marketers are up to speed with using simple personalization such as the recipient’s name in the subject line. But consumers are now demanding a more sophisticated experience.
Here are a few tips on how you can perfect personalization in your email marketing, and reach your audience with a message that stands out.
Offer an email pick’n’mix
Give your subscribers control over what they receive by creating a preference centre. Asking them which updates they want to receive means you’re only sending them emails they’re likely to open and read. In turn, it helps you to create a segmented list, targeted emails and reduce unsubscribes.
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A simple way of offering precisely targeted content is by sending individualized product recommendations. This can be based on the recipients’ recent purchases, their wish list or simply the most popular purchases based on gender. This can be achieved with the automation features of your ESP, using filters and website/purchase data, or by integrating your email platform with an ecommerce tool.
Coupons based on previous behaviour
In 2014, 4 in 5 adults used a discount code or coupon while shopping. Why not incentivize contacts who haven’t purchased in 3, 6, or 12 months with coupons and discounts? Make the offer even more irresistible by basing the incentive on previous purchases, or activity on your website.
However, be careful not to over use discount codes as consumers will become to expect them.
Abandoned basket or abandoned cart emails can be a hyper personalized way to encourage your subscribers to convert. And it pays off: about $4 trillion are lost worldwide every year to abandoned purchases. But don’t just send them a generic email. Personalize it by including the product name and image, customer name and direct link to checkout. The Diamond Store used this strategy and recovered an average basket value of £500.
Engage around a product lifecycle
Looking at previous purchases and consumer behaviour can not only help you upsell and cross-sell, but also predict future purchases. An obvious example is magazine subscription renewals, but retailers can also benefit from such a strategy if you sell items that need a regular update. This could be anything from ink cartridges for printers, to contact lenses.
Make advanced personalization the backbone of your marketing strategy
Don’t think of personalization as an email-only focus. You can use it in SMS, push messages, direct marketing and more. In order to show that you are pro-actively managing the customer journey, advanced personalization and targeted messages need to underpin all your communications across channels.