Travel is back! According to recent research conducted by Criteo, 69% still plan on traveling before the summer ends.
For many travel brands—email is the primary vehicle driving every moment that matters. Whether it takes the form of a booking confirmation with every detail included, a last-minute reminder or notification that saves the family getaway, or a personalized promotion that shoppers just can’t pass up, your email marketing strategy has a lot of heavy lifting to do over the next few months.
Unless, of course, you switch up your messaging by implementing these three easy tactics to take advantage of the summer vacation trend:
While any traveler’s plans are subject to change at the drop of a hat, travel conditions and geographic shutdowns outside of anyone’s control unfortunately are as well.
So, shift your messaging by introducing email campaigns promoting more flexible solutions. Things like refundable tickets, free cancellations and upgrades, and no-fee online booking are already helping travel businesses get back to their 2019 summer performance peaks—and will no doubt be something consumers demand long after things return to ‘normal.’
This seemingly small move can result in major rewards, whether your goal is customer acquisition or retention. New shoppers who are welcomed by an easy, fast, and convenient experience are much more likely to make a purchase. And your loyal, long-term buyers always feel appreciated when they receive a travel option that doesn’t feel like it nickels-and-dimes them at every step when making a change.
Did you know that 53% of consumers feel that it’s still very important for the brands they shop with to have a strategy in place for social distancing and staying within CDC-recommended guidelines.
By simply acknowledging this reality and communicating openly about any potential cautions, you enhance the impact and value your emails deliver because they contain everything someone needs to know before they even schedule their trip. Especially if you do so through a special message from the captain or an embedded email video.
TrustedHousesitters, for example, uses video messages to overcome its number one customer objection: trusting a stranger to take care of a traveler’s home and pets while they’re away. By sharing videos that include the perspectives of both pet owners and sitters, the brand is able to eliminate buyer hesitation by addressing this issue directly. Not to mention lift conversions, engagement, and open time duration across these emails too.
After being stuck at home the last 18 months, it can be understandably hard to abandon the furry friend that helped you survive it all. Which is why so many travel brands are experiencing unprecedented success by promoting pet-friendly summer vacation accommodations and travel options.
For anyone feeling especially clingy after spending 24/7 with Fido throughout COVID-19, a pet-centric email promotion can be the motivator that finally pushes them out of the house and into your care.
Beyond the allure of an animal-friendly vacation, however, this degree of personalization helps your brand stand out from the competition. It gives customers the impression that you truly care about their individual preferences and needs—as well as your business the chance to create more engaging and relevant conversations that keep travelers coming back whenever they’re ready to schedule their next summer vacation.
First-party data has always been your best personalization tool because it comes from the insights your customers share directly with your brand. At its most basic level, this info can be classified as one of two categories:
You need both kinds of data to get a well-rounded picture of each customer. Because what customers tell you in preference data might be different from what you see them actually doing. Combined, this more comprehensive picture helps you create more relevant, personalized content for every customer in every campaign you send.
So, what’s going wrong for so many companies in terms of email conversions right now?
Your goal isn’t just to send an offer. It’s to deliver value and an exceptional customer experience with every email conversion opportunity.
Yes, you can sell. But you sell best when you recommend products or services that reflect the data you have on your customer—the kinds of products she browses and buys most often, the sports he tells you he enjoys, where each customer lives, and so on. A truly personalized customer experience only comes after you apply the first-party data insights you’ve collected about each customer to your marketing messages. Especially if it doesn’t take extra work or development resources to put into practice.
As one of the world’s largest online pet marketplaces, Rover wanted to know if dynamically personalizing its emails based on customers’ dog breeds could have a positive impact on sales. And after applying new segmentation rules and A/B testing of a generic email’s results versus one with a dynamic, breed-specific hero image the answer was an overwhelming yes. Compared to its static alternatives, Rover’s personalized email experience drove 80% more revenue to the retailer!
An irrelevant message won’t generate clicks or conversions. In the long run, the only way to win is with messages that show customers you know them. After all, emails with dynamic content elements that can be automatically adjusted based on your first-party data insights are more appealing to the average buyer.
That’s because—rather than another one-size-fits-all sales promotion—these personalized interactions are more interesting and engaging. Your customers are excited when they see a new email from you in their inbox, making your messages more likely to not only be read—but your recipients more likely to click and convert on your offer.
And that generates even more first-party data feedback. Which you can use to refine and further personalize your emails for even better results and long-term customer loyalty.
Prior to partnering with us, Hot Topic received an uptick of customer service complaints whenever Harry Potter promo emails were sent. After asking its subscribers about their Hogwarts house affiliation and segmenting the audience by their responses, the brand has eliminated this negative noise—on top of growing email engagement, open rate, conversion rate, and CTR too.
A growing subscriber list is an essential component for any email marketing strategy’s success—but size alone isn’t enough. If you don’t include as many likely buyers as possible in your campaigns, you’ll never see the CTR or conversions you expect.
So, use the customer insights you can draw from studying your first-party data to divide your email list into meaningful segments and personas. Then and only then are you ready to target your message content to each specific group.
When FitKit UK needed a more in-depth understanding of its email subscribers to send more targeted, engaging content to its recipients, we helped the organization build an interactive campaign that featured embedded surveys asking customers about their fitness needs and overall familiarity with the brand.
As a result, FitKit UK experienced immediate results—including a 272% increase in email clicks, a 59% increase in conversion rate, and a 298% increase in orders placed through these interactions.
By following these best practices and prioritizing your customer experience, you’ll be ready to send more relevant, engaging messages that help your customers shop successfully in no time! And that’s a win-win that pays dividends for everybody involved.
Download our playbook, The Dynamic Personalization Elements You Can Be Automating to Spend More Time Creating, for a step-by-step guide to enhance your customer experience through first-party data and dynamic email elements.
On the Fourth of July, your BBQ guests weren’t the only ones filling up. Because this past weekend, online shoppers also received a stuffed inbox with special holiday sales and offers.
That said, any retail marketer knows that not all emails are created—or received—equally. The messages that truly stand out are the ones you personalize. Because customers always prefer relevant, engaging, and interactive content over one-size-fits-all promotions.
After all, 73% of shoppers engage more with the brands that treat them like individuals across every interaction. Especially if you’re using first-party data to elevate your email’s relevancy and boost ROI.
So, which three brands stood out this Independence Day for their ability to deliver engaging, real-time personalized email experiences to every shopper?
For businesses everywhere, Fourth of July sales are a favorite tradition. While it’s technically America’s birthday, that doesn’t stop millions of shoppers from taking advantage of the opportunity to save money and buy themselves a midsummer gift or two.
But for brands like Zoro Tools with thousands of different products to choose from, a generic sales email experience does little to drive results. Most customers are only interested in a handful of items from any retail brand, meaning that if they don’t see discounts on those items right away they’re likely to ignore the entire message.
Zoro’s Independence Day email caught our attention because it was one of the few holiday sales promotions this weekend attached to specific product categories. Rather than alerting email subscribers of a discount or percentage off their purchase and leaving them to figure out how it applied, this email targeted customers most likely to buy household essentials with specific items and a simple, one-click transaction experience.
Plus, this email was the only one we noticed that featured a unique digital coupon code for each customer. Making it easy for buyers to take advantage of the promotion and Zoro Tools to track the effectiveness of this unique campaign.
What’s more popular on the Fourth of July than fireworks, traveling, or attending a public event? Grilling! In fact, almost 60% of U.S. households hosted a barbeque at some point over the holiday weekend. Giving the brands paying attention to this trend plenty of fuel for their email personalization fire in 2021.
Grocery retailer H-E-B used the momentum of grilling season to deliver a list of trending products and shopper faves to its Fourth of July email recipients. But the brand didn’t stop there—because it wouldn’t be on this year’s list if that were the case.
What we loved most about this brand’s Independence Day email experience was the inclusion of a handpicked selection of items specially chosen for each recipient. Whether a new subscriber simply received a list of hot sellers or a long-time customer enjoyed a selection of product faves and brands they’ve browsed in the past, this small touch helped H-E-B deliver big results and unbelievable digital customer experiences over the weekend.
Summer is the season for social media. With the world opening up once again, millions of Americans are traveling, spending time outside, and making Fourth of July memories that they want to capture, post, and enjoy forever on their favorite online platform.
Herman Miller used this trend to take its email engagement and customer experience to a new level this Independence Day. By featuring photos and user-generated content posted to buyers’ social media profiles rather than its own professional photographs, this luxury brand was able to personalize its sales promotion and make products more accessible to every household.
Despite all the changes and customer behavior shifts that have occurred over the last 18 months, email remains the most effective tool for your marketing team.
That’s because 80% of retail professionals still rely on the channel as their number one driver of customer retention. And anyone that makes a purchase via email spends 138% more than the average transaction.
As you begin to pull together your customer acquisition and retention strategies for Q3 and the holiday season, let’s explore why email is still king. And—more importantly—how it can help your marketing strategy dominate the competition, deliver continuous value, and enhance your online customer experience.
As a customer acquisition channel, email’s biggest advantage is that it gives someone the chance to signal their interest or intent to buy from your very first brand interaction. By opting into your email list, for example, you begin a two-way conversation with each recipient, giving you the chance to start learning about each buyer and collecting first-party data insights before they browse your site or put the first product in their digital shopping cart.
Before the pandemic accelerated the pace of digital transformation to an unprecedented rate, 66% of businesses used email to find new customers. Now, 10% more have discovered how email helps them reach new audiences, a MeritB2B study discovered.
But finding new customers is far from email’s only benefit. Because, in terms of customer retention and engagement, email is also doing a lot of the heavy lifting to keep existing customers excited and coming back for more. Beyond the 28% of businesses that saw CTR increase as a direct result of email, AOV grew 56% and customer engagement grew 76% for companies that inserted personalization into these messages.
While we could list dozens of reasons and write thousands of words on this subject, let’s focus on three disruptive benefits email can deliver to help your brand stand out:
1. Email marketing lets you optimize messaging for specific buyer personas.
There’s no doubt about it anymore—email personalization must be baked into the customer experience. Customers expect it, look for it, and will click away from your emails the second they receive a one-size-fits-all promotion.
Don’t believe us? After combining research with Sailthru to create our Values-Based Personalization is the Future of Retail Marketing guide, we found that nearly two-thirds of consumers (62%) say it’s important that brands personalize their retail experiences, either online or in the store.
If your brand has invested heavily in initiatives to enhance your CX and grow your audience, there’s no doubt that your business stands to gain a lot from email’s almost limitless capacity to personalize messages, images, and even offers to someone’s specific interactions and browsing/buying history.
With a minimal investment, you can set up email marketing strategies that automatically anticipate and serve each customer’s needs with unique, personalized messages that show you understand them as individuals. Making them much more likely to engage with your content, act on your CTAs, and help you uncover $20 or more in ROI for every dollar you invest into email personalization.
2. Email is highly customizable and measurable.
Besides creating individual messages for each customer in your audience, you can also use email to build unique journeys or customer programs that help you achieve your business goals. Just a few examples:
Beyond this high degree of flexibility, almost every activity related to email generates data signals you can use to learn more about your customers, create new email journeys, and make messages even more relevant. Your brand can constantly learn and improve its interactions simply by tracking customer clicks before using these insights to inform future testing and optimization strategies.
3. Emails is both a stand-alone and omnichannel digital marketing strategy.
Email binds your online and offline channels together to create a transparent, comprehensive marketing ecosystem. For you, that means email can support and draw strength from other channels to become more effective. Or, it can support your website, mobile, and cross-channel strategies to deliver a greater overall impact instead.
In playground parlance, that means email plays well with others. It can expand your social media reach, for example, to attract subscribers from a wider range of audiences that don’t regularly engage with these platforms.
Search and email are natural partners, too. Your high-ranking keywords can create more subscriber-relevant email content. At the same time, your search campaign landing pages can attract new subscribers. Everybody wins.
Marketing pundits are always eager to write off email marketing as outmoded or old-fashioned. But, as current stats show, the channel rises to almost any customer acquisition or retention challenge you can encounter. Going forward, don’t expect that to change anytime soon.
According to its latest blog post, Google is officially delaying its phase out of third-party cookies in Chrome from this year until 2023. For many marketers scrambling to find first-party data solutions, this announcement comes as a much-needed relief.
Because the loss of third-party cookies and tracking mechanisms will likely lead to massive challenges down the road where digital advertising and consumer targeting efforts are concerned. Especially if there’s not a widely adopted alternative in place by the time third-party data tracking finally comes to an end.
So, how does this unexpected delay impact you and your work?
While Google has been hard at work building its Privacy Sandbox, many marketers are skeptical of whether or not this toolset will be enough to make up for the loss of third-party cookies and insights. Even Vinay Goel, Chrome’s Privacy Engineering Director, admits that there’s much work to be done before the organization (and you) are ready to sunset third-party data tracking capabilities forever.
“While there’s considerable progress with [the Privacy Sandbox], it’s become clear that more time is needed across the ecosystem to get this right,” said Goel.
However, the organization isn’t simply looking for a quick fix or to replace third-party cookies with an equally invasive form of individual tracking approaches like browser fingerprinting, The Trade Desk’s Unified ID 2.0, or Lotame’s Panorama ID that have been growing more and more popular in media since Google’s original announcement.
Despite this delay, Google continues to develop its next generation of data privacy-friendly marketing tools. If all goes well, expect a new suite of first-party data-driven technologies to be deployed by the end of next year — giving you and marketing experts everywhere nine months to test these tools and migrate services before Google’s three-month phaseout of third-party cookies begins in late 2023.
If it isn’t already obvious, it’s time to go back to the drawing board and start preparing now for life after third-party cookies. Unfortunately, that’s easier said than done for many marketers who don’t know where to start. So, here are three easy recommendations you can use to ready your future personalization strategies:
Focus on where you already collect first-party data
It’s never been more important to collect insights directly from your customers. But that doesn’t mean you need to reinvent the wheel — rather than building out new initiatives and campaigns, focus your attention on improving existing efforts like event signups, landing pages, newsletters, and digital subscription forms. That way, you’re able to capture new data points with minimal time and resource investment required!
Always keep consent in mind
This shouldn’t be a new concept after GDPR. But it’s nonetheless an important consideration that is only growing more vital to the ultimate success or failure of your personalized marketing strategy.
Transition to People-Based Targeting
When you combine first-party data with real-time personalization, you’re able to target a desired audience across any channel they engage with. Because people-based marketing doesn’t rely on third-party cookies and tracking mechanisms, it’s an ideal solution for interacting with customers on their own terms.
If you’re interested in building your own people-based marketing strategy, consider these three key elements:
Every retail success starts with data. Whether you’re optimizing marketing messages or managing inventory levels, a foundation built by high-quality, first-party data is key.
But information on its own doesn’t deliver value. If it’s not accurate, actionable, or accessible at the moment it’s needed, it can lead to inefficient business decisions, inaccurate forecasts, and ineffective long-term marketing strategies.
In fact, the challenge of integrating first-party data insights you’ve worked hard to collect from customers into personalized email is creating a two-tier playing field that separates pretenders from true contenders when it comes to retail success:
Today, 62% of retail consumers say it’s important for brands to deliver personalized experiences. And with so many more people searching, shopping, and purchasing products online, real-time personalization has become an invaluable tactic for improving customer engagement, loyalty, and intent to purchase.
But integrating your first-party data doesn’t need to be an expensive or time-consuming process. In fact, here are three things you can start right now to improve your digital marketing results right away:
Take personalization beyond product recommendations. Integrate a personalized content strategy for every customer email. After all, this small change can be particularly useful for retailers with smaller assortments and longer purchase frequency cycles. The combo of first-party data and real-time personalization can even be used to engage and nurture relationships while simultaneously maximizing the value of existing assets like blog and influencer content.
Use personalization behind the scenes. Personalization does not always need to be explicit in order to deliver an effective experience. Identify interest, product, and brand affinities that can help you deliver more relevant content, align your brand with your customers’ values, and deliver a more engaging, exciting customer experience across all channels.
Consumer behavior shifted towards essential goods at the beginning of the pandemic. As we start to see the light at the end of the tunnel, now is the time for every kind of retailer to prepare their strategies. Personalization does not need to come at the sacrifice of branding or creative efforts. Even the most high-strung luxury shoppers’ expectations can be met with effective segmentation and behavioral strategies that can predict a browser vs a high-intent shopper.
When you combine first-party data profiles with the power of real-time personalization, you get rid of the disconnected experience your marketing team faces anytime a personalized email needs to be built, updated, or sent. Transforming any overly manual, time-consuming legacy processes you use into streamlined project sprints that maximize your productivity and efficiency — and your organization’s email engagement, conversion rate, and revenue generating potential, too.
Now more than ever, it’s important for you to integrate first-party data into your email marketing strategies. Because, as you move closer and closer toward a truly omnichannel customer experience, the insights your customers decide to share with your brand are an invaluable tool for building more relevant and engaging email content, establishing more meaningful customer relationships, and aligning your business with future trends and behaviors that are likely to lead to long-term retail success
Every day, you send and receive an average of 121 promotional emails. But can you remember one you’ve seen recently that stands out in your mind?
For today’s email marketers, that’s the challenge. Sure, breaking through inbox clutter to reach the right person at the right time is a big deal. But there’s no substitute for memorable email messages that move your audience to action.
To maximize the value your real-time personalized marketing efforts deliver, that means first-party data. And not just lots of it, either—your insights need to be used in a way that personalizes content at the moment of engagement to deliver the most relevant, interesting, and valuable interaction possible to every recipient.
After all, you spend a ton of time making sure your ESP’s customer data profiles are accurate. Why not use them to drive your customer experience forward and step up your email marketing game at the same time?
Results may vary, but here are four real-world examples prove the combined power of first-party data and real-time personalization make your messages stand out. So you can grow engagement and revenue with every send—no matter how much competition you face.
Users who have just offered up their email address are likely expecting a welcome email. So, why not take advantage of this opportunity by using the most up-to-date information possible in your brand interactions?
Real-Time personalization taps into your customer profiles to not only serve the freshest, most interesting messaging available at the moment of engagement—but dynamically updates, hides, and/or replaces content in case anything changes between the time you send your email and someone opens it.
The Washington Post created a personalized email onboarding experience for its paid subscribers that not only introduces them to the brand, but prioritizes the collection of specific first-party data points about their preferences and news interests through fun, interactive embedded polling features.
That way, The Washington Post can recommend highly targeted email newsletters and content to every follower and track trending topics in real-time—ensuring a connected, loyal audience of everyday newsletter readers that are much more likely to convert into paid subscribers down the road.
For many customers—especially those who are shopping primarily online as a result of the pandemic—the internet is awash with abandoned shopping carts. But just because a buyer lost interest doesn’t mean you should call it quits.
Abandoned carts, previously browsed items, or even items your subscribers have clicked in previous emails all provide future opportunities for email communication and potential conversion. Especially if you can bring first-party data insights like purchase history, brand preferences, and recently browsed categories into these messages to give shoppers timely, hard-to-ignore product recommendations and offers.
When online retailer JustFab adopted dynamic recommendations based on the abandoned cart and previously browsed item data stored in its ESP into its real-time email personalization elements, it achieved a 50% increase in email conversion rates. Not to mention a 46% decrease in customer churn on top of that.
The original Morning Brew email newsletter has long been the gold standard when it comes to email engagement rates. So when the brand wanted to promote its niche newsletters, such as Marketing Brew, Morning Brew maximized its two best assets: The newsletter subscribers already open and love every morning, and the first-party data they’ve already submitted to Morning Brew.
To promote Marketing Brew to its nearly two million subscribers at the time, Morning Brew included a personalized plug that sat in the newsletter’s top spot and dynamically changed based on each subscriber’s individual story preferences, newsletter subscriptions, and recent website browsing behaviors at the moment of engagement—making Marketing Brew’s launch impossible to ignore regardless of interest.
All-too-often, brands spend too much time and energy focusing on personalization and what they know about buyers on their emails instead of what happens afterwards. Think about it: there’s nothing more disappointing than being served a ‘just for you’ promotion only to find a generic store page staring back at you through the screen after you’ve made the mistake of clicking.
Real-Time personalization is a commitment that goes beyond any single channel, meaning the data you collect across every interaction makes your next message even more engaging. Your content needs to be tailored to individual needs and preferences at every step, and by adding first-party customer data profiles directly into your ESP’s template and campaign builder experience you ensure that occurs. Otherwise, your followers won’t see the value of submitting their personal information or increasing their engagement level with the brand going forward.
That’s why Food Network uses past behavior and a wealth of info collected across digital channels to deliver trending recipes, articles, programming recommendations, and more directly to its subscribers’ inbox. Every email adds value to their audience interactions by using first-party data to deliver exceptional user experiences.
If you want to boost email engagement, one of the best ways is also becoming one of the easiest: add video.
Video and email are a match made in marketing heaven. Everybody uses email, and more consumers are watching videos online with each passing day.
The relationship between email and video hasn’t always been a smooth or lovely experience. In the past, largely technical hurdles like incompatible email browsers and spotty bandwidth have kept these channels separated.
These tech limitations made video in email a hit-or-miss experience for many viewers. And that unreliability, coupled with a hazy ROI and lack of content and production time, also turned many email marketers off the video trend.
But today, technology is catching up with the public’s growing appetite for consuming video. And it’s doing so in a way that makes the value of video in email much more apparent and trackable. Now, all it takes is a few clicks to embed videos into email and analyze the results without a single line of code or concern about platform compatibility.
A few browser holdouts are keeping video from reaching its full email potential (we’re looking at you, Gmail), but every day more and more email environments are evolving to handle video. Apple’s native desktop and iOS email clients, for example, make embedded email videos possible in Outlook across every Mac device.
Especially if you’re trying to capture the attention of highly coveted Gen Z and Millennial buyers. A 2020 survey found 88% of this group watch videos for entertainment, giving the brands that take advantage of this trend a unique opportunity to engage audiences across a variety of digital and social media channels like never before.
The lesson here: If you want to increase engagement among your younger customers (or any follower, for that matter), add video. Besides expecting it, these active video consumers are much more likely to respond to interactive messages. So why not give them exactly what they want?
It’s not as pricey or complicated as you might think. Marketers spent less than $300 on average on video in 2020. Today, cost is no excuse. You can produce a high-quality video using just a smartphone and a good ring light. And that doesn’t include the dozens of free or low-cost video production tools you can use to edit emails like a pro.
Video can amplify other advanced personalization tactics. Video is most successful when used strategically. Your embedded email videos can draw eyes to dynamic factors such as real-time content targeting by location, time of day, and more. Ensuring your customers never open an outdated offer or out-of-stock sale alert again.
Add the human element: Room & Board features live video in many of its promotional emails. In the email example below, it brings a customer’s story to life with an on-demand interview that discusses their unique experiences and most helpful advice.
Set the tone: Videos got many homebound tourists through a year without travel in 2020. And now, Regent Seven Seas Cruises is capitalizing on both the longing to get away in luxury and the need to feel safe by including video in its emails that takes viewers on an up-close,-personal tour of its newest ships.
If you’re ready to add video into your email experience, check out our How to Embed Video in Email guide. You’ll learn the basics of DIY video embedding, different ways to use video, and how to effectively experiment with your emails to improve results.
You can’t inspire customers to act if they never get your message. If you can keep emails out of the spam folder, it’s a big deal—especially if you’re investing tons of time, energy, and strategic resources into personalization.
Unfortunately, today’s email marketing ecosystem is more competitive than ever. And that means outside factors are likely working against you in your attempt to reach the inbox. Email deliverability is far from a guarantee, even for email messaging that someone has specifically requested.
The average deliverability rate for most companies falls somewhere between 83% and 88%. But if you’re sending personalized emails to thousands of potential buyers at a time, that means hundreds of sales go down the drain as soon as you click send. Not to mention all the work spent writing, designing, testing, and optimizing it, too.
If you’re not seeing at least 95% of your emails reach their target, you need to rethink your approach. Fortunately, staying out of the spam folder forever isn’t as tough as you may think. To get your emails into every customer’s inbox, start by overcoming two primary deliverability challenges: poor list hygiene and impersonal content.
Sending to a “dirty” mailing list is one of your email sender reputation’s top threats. ISPs will block your emails from ever reaching a targeted inbox if you rack up too many spam complaints, include undeliverable addresses on your list, send to long-term inactive accounts, use an ESP that appears on global blocklists, etc.
A two-step approach, however, can help you avoid these issues and keep your email lists squeaky clean:
Your sender reputation and inbox placement also takes a hit whenever unopened emails pile up in customer inboxes or get deleted right away. But there’s an easy solution: Make your messages more valuable (a.k.a personal) to your customers. That way, they’re more likely to open and click on them.
Instead of blasting one batch of undifferentiated emails out to everyone on your list, use real-time data and advanced personalization to create unique messaging. Because the closer you get to a one-on-one, conversational feel, the more likely your emails are to be successful. Whether it’s reaching the inbox or making an impact on your bottom line.
Don’t believe us? NASCAR uses an interactive “peel to reveal” function as a mystery discount to build engagement and increase sales among its birthday email recipients. And it’s a small step that’s delivering big-time business potential.
Compared to a default email, these campaigns are experiencing a 19.2% increase in CTR and a 2.9% increase in clicks. Year over year, NASCAR is increasing email conversion rates by 94% and revenue generated through personalized birthday emails by 308%!
Email deliverability success is a long-haul proposition. But the steps you take today will pay off in higher revenue, stronger customer relationships, and personalized messaging that’s always in the right place at the right time.
Check out Liveclicker’s latest Email Innovators case studies to learn how advanced personalization can help you drive customer engagement through email like it already is for global brands like NASCAR, Rover, and BrandsMart USA.
Back in 1895, Italian philosopher and economist Vilfredo Pareto noted that 20% of Italy’s population controlled 80% of its wealth. That ratio lives on today in business; the overwhelming majority of a brand’s sales come from their top customers. One way retailers can cement that loyalty is with post-purchase emails.
Reaching out to consumers at the point of purchase offers a powerful opportunity to make a mark. Still, many retailers miss it. Research from Support.com found that 40% of consumers believe post-purchase experiences are the most memorable aspect of the overall brand experience.
Given this consumer state of mind, a purchase is not just a purchase. It’s also an opportune moment for a trigger that helps brands increase revenue from email. Post-purchase, the brand knows something new about the customer, and should incorporate that information into their subsequent messaging strategy. Here are five tactics:
The first post-purchase emails generally arrive within minutes of a sale: order confirmations. There are also shipping updates and confirmations, as well as messaging around in-store pick-up and returns. Confirmation emails generally have far higher open rates than the average marketing email so why not capitalize on this valuable real estate with personalized product recommendations? By the time someone has made a purchase, you have an idea of what they like… and what would complement that first purchase. With advanced personalization, you can do even more with post-purchase emails, recommending products based on the customer’s local weather.
Start with a thank you. Make someone feel even better about their purchase and they may be more inclined to engage further. That could mean leaving a review, downloading your app or joining your loyalty program. Once someone is a member, there are ample opportunities for personalized messaging. With moment-of-open technology, Ulta ensures that Ultamate Rewards members receive the most accurate, up-to-date loyalty information when they open the emails.
Ten days after a sale, for example, an email could contain a personalized product recommendation that complements the item previously purchased. A month after a sale, the customer could be offered a discount. And then on day 45, he or she could be offered a more substantial discount — but only if the purchase is completed that day.
Data feeds provide endless opportunity to personalize post-purchase emails. Connect email with your social media channels to feature user-generated content, giving the customer inspiration for their next purchase. You can also include live maps, which include helpful information about the customer’s nearest store such as hours and location. People frequently return online purchases in brick-and-mortar stores, so this little bit of personalization can go a long way.
Post-purchase messages are inherently reactive — but they don’t have to be. With predictive technology, marketers can look beyond what a customer did and tap into what they’re likely to do. Predictive technology identifies the likelihood that someone will make a purchase, including when and how much. Recommend products accordingly.