Personalized e-mail marketing

The surge for personalized email marketing has been increasingly noticeable. It is now more common to see email with your name at the top and content that shows that the company has researched and tailored the email to you. Today, people are paying more attention to their email inbox, especially with mobile technology, suggesting that this marketing channel has more and more relevance each time.

Every day, e-mails are becoming more interactive, not using only text, but leveraging on images that use links to another website. The idea is to ask clients to follow an easy pathway that will lead to conversion. Not only can they be used as the initial approach to a potential client, but it can also serve to recover customer that have derailed from the marketing funnel. Based on the article, https://www.business.com/articles/recover-abandoned-carts/ , when a client abandons their shopping cart, a good approach would be to take this as an opportunity and follow up with a personalized email. Citing from the article: “Recent surveys show that 45% of all cart abandonment emails are opened. Additionally, the average abandoned cart email click-through rate is 21%, and the abandoned cart email conversion rate is roughly 10% (although rates vary by industry, device and recovery tactics).”

Combining this with data analytics, it can be used to identify what kinds of products and willingness to pay each individual has, and as a response, provide them with a more ‘adequate’ shopping cart. As a result, the personalized response could potentially quote an assortment of products and prices that could attract the customer again. With the correct optimization, it could significantly help restore recovery rates and overall conversion.