Now you know that using advanced personalization can deliver upwards of $20 in added revenue for every $1 you spend on the technology – and that’s on top of the $44 in average ROI your email program could already be earning.
We’re excited to finally see that benefit quantified for the first time. But maybe your initial reaction to The Relevancy Group’s new report, The Value of Personalization Optimization for Retailers, isn’t “Wow! How can I get in on that?”
But many marketers are understandably skeptical about claims such as this. Maybe you’re thinking, “Yeah, right. You’re going to have to show me.”
If you’re the kind of marketer that needs to see to believe, Tactics Matter: Real Results from Advanced Personalization, shows how two well-known brands capitalized on advanced email personalization techniques and ended up not just meeting the higher revenues and conversions from advanced personalization, but smashing past them.
You’ll have to download the report to learn which brands claimed the spotlight. But here’s a quick look at six of the needle-moving tactics they used to push past the usual gains and to solve some nagging email issues.
The Relevancy Group’s report found the basic personalization (personalizing the subject line or adding the customer’s name to the email content) has little to no effect on added revenue. Purchase-based personalization performs better. But the tactics that have the greatest potential for increasing sales are:
What’s the true value of advanced personalization? It uses real-time data to deliver superior email experiences tailored to each individual customer. See what innovative brands are doing to level up their relevance, and test their tactics to improve your own KPIs.
A digital television entertainment service with customers throughout the United States and Latin America used real-time email to make buying subscriptions to its premium sports programming package easier and also to build brand awareness in a hotly contested field.
The brand used a one-click tap-to-text function that automatically updated an email message opened on a mobile device with a tap-to-text link. Customers could tap that link to buy or upgrade their entertainment packages.
Result: This one-click tactic helped the brand double sales in just about five weeks. Download the report to get the brand name and see sales numbers.
One tactic can be enough to generate sizable results, like those for our first brand. But, when you combine five tactics to carry out a strategy, the results can be nothing short of amazing.
An international entertainment company that operates theme parks around the world uses real-time data in email to build awareness, increase interactivity to prompt immediate responses and smooth the pathway to ticket sales.
Here’s what this brand used in its emails:
Results: The brand saw a significant increase in the click-to-open rate, which is a more specific measure of customer engagement than a basic open or click rate, and a double-digit increase in conversions. Download the report to learn the brand name and see the results in detail.
Bonus: Using the countdown timer module cut the campaign production time for countdown emails!
Two caveats about using these tactics: The brands chose them strategically to achieve specific marketing goals, not just at random because they’re cool tools. Each brand also measured success with metrics that were tied to those goals. Both steps are essential to achieve success with advanced email personalization.
Want to learn more? Download Tactics Matter: Real Results from Advanced Personalization to get more background information about using real-time data in personalizing emails.
Scientists have been conducting research for years to understand and unlock the secrets of the human mind. Now, many of their findings can be studies and applied to email marketing. A recent guide on the psychology of email marketing has brought to light new and interesting applications of science in connecting with your customers.
Here are six fascinating brain science facts every email marketer should know, complete with real examples of how today’s leading brands are using science to achieve better results in the inbox.
The Zeigarnik Effect states that people tend to remember and focus on uncompleted tasks more than completed ones. Dr. Zeigarnik learned this after noticing that waiters could remember many details about customers’ open tabs, but hardly anything about tabs that had been paid and closed.
Email marketers’ tip: How to capitalize on the Zeigarnik Effect
Intentionally design your email creative so it looks unfinished or requires one more step for readers. Consider using subject line copy that teases the content or other approaches that lead to higher engagement and purchases.
For example, Fairlease created an in-email poll that asked recipients to cast a vote to show how they feel about vehicle mileage, the most important attributes in choosing a car, and more. Yet it also encouraged them to click to a landing page to see how their results stacked up against all other feedback. Recipients couldn’t resist!
Science fact #2: The amygdala (Light up the lizard brain)
We all have an amygdala, that “lizard brain” that is responsible for our gut reactions and our most basic fight-or-flight instincts. The amygdala works much faster than our conscious mind by making snap decisions in three seconds or less.
Email marketers’ tip: How to capitalize on the amygdala
When it comes to email design (or any design), the amygdala is drawn to images of food, danger, or anything visually stunning that simply can’t be overlooked. To appeal to your reader’s amygdala, develop email creative that may immediately catch the attention of their inner lizard.
When it comes to email design, the amygdala is drawn to visceral images of food, danger, and so on. To appeal to your audience’s amygdala, develop email creative that may immediately catch their attention and quickly speak to their inner lizard.
For example, Chuck E. Cheese recently created an email that displayed mouth-watering varieties of chicken wings–hard for any lizard to resist. This email actually gets extra credit for also using the Zeigarnik Effect by including a poll to get recipients to click to learn more and increase engagement.
Research shows that consumers believe that products of “caring” companies are superior. In fact, 53% of consumers report that they would pay 10% more for products from socially responsible companies.
Email marketers’ tip: How to capitalize on the Noble Edge Effect
The catch? The Noble Edge Effect only works when those efforts feel sincere. Today’s consumers are savvier than ever, so it’s important that you give back in a way that is meaningful and aligns with the values of your brand.
For example, consider the example of TOMS and their “buy one and we’ll donate one” mantra. This does wonders for their brand perception—and their bottom line.
Nostalgia is a powerful, powerful emotion. We all love to look back at old photos and videos and relive the glory days.
But did you know that nostalgia actually impacts how our brains make purchasing decisions? Recent studies have shown that positive feelings created by nostalgia can actually make a person more likely to buy a product or service.
Email marketers’ tip: How to capitalize on nostalgia
The Harlem Globetrotters use nostalgia as a powerful edge by sending emails that include video to attract new generations of fans to its timeless events. A live embedded streaming video shows openers how their experience seamlessly joins the old with the new to provide something for people of all ages.
The Von Restorff Effective boils down to one thought: “If it looks strange, we’ll probably remember it.”
The Von Restorff Effect is probably the most obvious cognitive behavior in this article, but it’s also one of the most effective. It explains why something that stands out immediately becomes memorable—and more likely to be taken advantage of.
Email marketers’ tip: How to capitalize on the Von Restorff Effect
To use the Von Restorff Effect, consider using images your audience may not expect (yet still in a way that supports your creative). You can also include big, bright call-to-action buttons, not just standard blue hyperlinks.
Busch Gardens used the Von Restorff Effect to an extreme degree. It created a scary skull image to promote a Halloween event, but also animated with a scratch-to-reveal feature daring recipients to click for more information (and a possible scare). Who could resist!
Social default bias says that when we’re having trouble picking between competing products, we’re more likely to pick the tone that others have chosen. The only catch: we don’t want others to see us do it for fear of being seen as a follower.
This is why we’ll order something we’ve seen someone across a restaurant order, but hesitate if someone at our own table has ordered it first.
Email marketers’ tip: The Social Default Bias
When creating emails, user-generated content and social proof are extremely powerful marketing tools, especially when paired with email. Think of it this way: your inbox is usually a private place, so when you see it flooded with pictures or quotes from real customers using a particular product, you feel that it’s already been researched. If it’s good enough for them, it’s good enough for you, and the path to purchase becomes that much easier.
For example, Yotel created an email that used a grid view to display user content from its customers’ Instagrams posts. All of which gave provided even more good ideas that any copycat could steal from their own getaway or event.
As a digital marketer, chances are good that you’re familiar with the challenges associated with marketing to Generation Z. After all, this is the generation that has a short attention span, is reputed not to use email, and seemingly threatens to kill any business that is not online. Tough crowd.
While these perceptions may have a kernel of truth, new findings show that there is another side of the coin—younger generations may even love email.
If so, it’s good news because Gen Z is still an extremely important target demographic. Campaign Monitor recently surveyed hundreds of Gen Z individuals and published some interesting insights in its “Ultimate Guide to Marketing to Generation Z in 2019.”
For example, one research report shows that, by 2020, Gen Z is expected to account for 40% of all customers. Additionally, their buying power is $44 billion today, a number than expands to $600 billion when you consider the influence they have on their parents’ spending. That’s some serious clout.
Clearly, Gen Z represents a significant opportunity, but only for those email marketers who are willing to implement innovative new ways to connect and engage with Gen Z in the way they prefer.
To help, here are three tips for creating valuable new email experiences Gen Z will love.
With so many marketing messages and various content competing for Gen Z’s attention, how can you create email campaigns that are sure to cut through the clutter?
The first thought is that have to do all you can to rethink traditional email approaches and deliver your message in creative new ways. For example, instead of continuing to present information in a static, text-heavy email, you need to think of new ways to surprise, even delight, your audience.
Adding video to email is a great way to do this, and it aligns with what Gen Zers prefer. According to recent research from the Pew Research Institute, the platform Gen Z uses the most is YouTube (85% report using it and 32% more say they use it the most of any social media site).
Imagine your recipient’s reaction to seeing a high quality video delivered right in the email itself. Three Liveclicker clients have used video in email to transform their campaigns, and you can, too.
[One quick note: Many marketers still think adding video to email is more challenging that you may think. If you’d like to learn just how easy it is, please check out this blog post.]
The Campaign Monitor survey examined the amount of email Gen Z currently receives, how often they would prefer to receive it, and the specific reasons they use email. It turns out that these results are mixed. Some individuals want to hear from brands daily; some prefer monthly.
One way to make sure you always give them what they want is to include a preference center. Using a preference center lets you ask your subscribers how frequently they want to hear from you and even lets them segment themselves into appropriate audiences and lists.
The Campaign Monitor survey also found that 39% of Gen Z respondents reported that they subscribe to 1-5 email newsletters yet 37.5% say they subscribe to zero. Where those with a “glass-half-empty” view might think that email newsletters are already too popular, many more see them as a valuable new opportunity.
Why is this? For starters, remember that Gen Z is looking for authentic relationships with their preferred brands. Consumers are looking to buy from brands that appear human, and if they like what they see, they tend to become lifelong brand advocates.
Email newsletters provide the ideal opportunity for personal interactions with your brand, while also enabling you to provide helpful information and show your human side.
When it comes to email marketing to Generation Z, you can’t rely on the “same old, same old” approaches from the past. Instead, you need to consider innovative new ways to catch their attention, surprise them with engaging new experiences, and connect with them in entirely new ways. When you do, you’ll stand apart as a company they want to do business with, and hopefully, gain their lifetime loyalty.
To learn even more tips for marketing to Gen Z, check out the entirety of Campaign Monitor’s “Ultimate Guide to Marketing to Gen Z in 2019” today!
Before we dive in to our next set of email marketing stats, here’s a little context. Our first article was intended to summarize email findings from 2018 or even a little earlier in order to show the state of email marketing and how strategies such as real-time personalization could make it even more effective.
While those statistics are still relevant and insightful, we wanted to look ahead and focus this post on email marketing stats in 2019 (and beyond), especially in the light of emerging business and technology trends.
Without further ado, let’s take a look at the latest email marketing statistics in 2019 and what they mean for the future.
Unlike many marketing channels that see declines in performance and results, email marketing is still an extremely popular—and effective—platform. Why should marketers continue to embrace email marketing in 2019 and the future?
At the same time, email is the undisputed champ when it comes to ROI.
To succeed today, marketers need to capture consumers’ attention on multiple screens, especially mobile devices.
We hope these statistics are helpful as you continue to think about new ways to develop and deploy email marketing campaigns in 2019 and beyond (hint: don’t forget real-time personalization!). We will continue to keep an eye on industry trends, so stay tuned for future articles on email marketing statistics.