Email marketing is the retail industry’s go-to for communicating and building relationships with its customers. In fact, eighty percent of retail professionals indicate that email marketing is their greatest driver of shopper retention. While it’s relatively easy to target the majority of your target shoppers through email marketing, it’s a lot harder to make those messages relevant and contextual for each individual shopper.
In order to power truly one-to-one messages, leading retailers can tap into shopper data to gain a comprehensive overview of shopper behaviors and personal preferences. Shopper data helps retailers determine which products are likely to appeal to the individual they are targeting with email marketing.
This shifts the messaging from generalized subject lines and content to more personal and specific offerings. In turn, customer loyalty improves as shoppers feel that their favorite brands take their individual preferences into account and curate the best possible products for that individual. Additionally, revenue is 5.7x higher on average for emails that employ personalization.
In the digital age, it’s increasingly difficult to get a shopper’s attention, and hold it long enough to move them through the shopping journey. Retailers who shift their email marketing messaging to reflect the shopper’s preferences, are most likely to satisfy the shopper’s needs by populating relevant messages.
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