In our last Marketers are on a Mission article, we examined new research related to how companies are investing in marketing technology and services today.
Here, we’ll look at the topic of how to maximize these investments by sending the most timely and relevant messages.
Tap into personalization to take advantage of all that email has to offer
When it comes to email marketing, there’s a real opportunity to achieve a rare win-win.
First, simply using email is a real competitive advantage. Email marketing is still the top channel when it comes to achieving ROI. Email continues to outperform other marketing channels because it is so cost-effective and generates extremely high engagement levels.
Once marketers fully embrace email marketing, they can produce better results in three ways:
- Sending more personalized dynamic content
- Developing more behavior-based messaging such as abandoned cart, remarketing or recent purchase emails
- Investing in new personalization tools and strategies
Simply put, email is still one of the most effective marketing tools, and the more you can personalize based on your customers’ context and interaction, the greater your results will be.
Are we moving in the right direction?
Many marketers recognize email’s potential and are doing all they can to make them more personalized. It’s a wise decision, when you consider research shows that 70 percent of millennials experience frustration when they receive irrelevant emails, and 55 percent of consumers report that they prefer email marketing that includes relevant products and offers.
Yet when you look at the types of emails we all continue to send, there’s a real discrepancy. This same research shows that 62 percent of marketers continue to send mass emails (without personalization) and that only 38 percent are currently focused on individual recipients.
It’s interesting to take a closer look at what marketing teams are doing in different industries. As you can see in the graphic below, travel and hospitality is leading the way when it comes to personalization. Surprisingly, retail – an industry that would seem to have the best opportunity to personalize emails based on consumer behavior – is slow to change its ways.
Send smarter emails
We all know that consumers prefer to receive highly targeted, highly relevant content. Yet many marketers continue to flood customers’ inboxes with too many general, non-personalized emails. While this strategy is intended to capture customers’ attention (and wallet), it can actually lead to the opposite effect: high unsubscribes.
There’s a real opportunity to invest in personalization technologies to send the most relevant messages possible. The retail industry is starting to understand this a little better than other verticals – retail is the only industry currently planning on decreasing the amount of mass marketing emails it will send and focus on behavior-based campaigns instead.
Such an approach is already delivering better performance and results: “Behavior-based emails have seen 60 percent more conversions than mass marketing emails for our clients,” said Kara Holthaus, vice president of client services, SmarterHQ. “That is why it is so important for brands to invest in behavior-based marketing strategies if they want to quickly move the needle and impact ROI.”
So if you’re interested in generating faster, better results and ROI, behavior-based personalization is worth exploring.
Stay tuned for our next article in the Marketers on a Mission series – how some marketers are choosing to compete with Amazon. Or, if you want to get all of this information, all in one place, download the full Marketers on a Mission report now.
Stay tuned for our final Marketers are on a Mission article, or download the entire “Marketers are on a Mission: The State of B2C Marketing” here.