This article will explain why personalized ecommerce emails are so important and how they can help retailers grow.
You may be new to personalized emails, or just need to refresh your memory, here are some reasons why they are so important in customer engagement and conversion.
Why is personalized ecommerce email so important?
E-mail marketing is an integral part of any ecommerce marketing plan. Email marketing generates $44 in revenue per dollar. According to the latest ecommerce statistics from . Salesforce, 52% say that if emails aren’t personalized, they’ll find another place to go.
Customers are demanding personalized ecommerce experiences. Retailers who do the extra work are often rewarded with repeat customers. Email personalization is a necessity with these growing demands. However, some retailers don’t know where or how to begin.
Understanding how customers interact with your products is the key to email marketing success. Then, you can deliver content that appeals to their interests. When it comes to building an ecommerce email that is highly personalized, there are many questions you need to ask.
- How far (or close) is the buyer from buying?
- Did the shopper look at a product, but not add it to their cart?
- Did the shopper add a product to the cart, but then abandon the site before buying?
- Are products displayed to customers relevant to their location?
- Is an existing customer inactive for a while.
This list could go on for days, but there is one strategy that will help you answer all these questions and ensure that you are sending the correct email content to the right customers. Segmentation is the key.
Segmentation: The Fundamentals
Segmentation is the process of grouping shoppers with similar interests, from browsing history to purchasing patterns.
Advanced and more powerful ecommerce email marketing strategies will also include utilizing their behavioral data (e.g. You can also use their behavioral data (e.g., brand preferences and product category preferences, stage in the sales funnel and items still in their shopping basket).
High-level Strategies and Exemples to Leverage Your Segments
These are just a few strategies to help you get the most out of your segmentation efforts.
Utilizing Demographic Data
Although demographic data can be more personal than behavioral data, it can still be used to create high-converting email campaigns. You should emphasize the most relevant content for the target audience.
EXAMPLE 1. SEASONAL TARGETING
Men living in colder climates like New England should be targeted by a clothing retailer that releases a new line for men’s winter coats. However, they should exclude shoppers from the American South.
EXAMPLE 2. GENERATIONAL TARGETING
The younger generation is more likely to use Instagram and TikTok. An ecommerce retailer may include Instagram photos of customers or influencers who have worn the blouses in their emails as social proof to promote a new collection of blouses for young women.
Leveraging of Behavioral Data
Segments based on behavioral data are more effective at driving clicks and conversions and are often more personal. Artificial intelligence is used by modern retailers to automatically place shoppers in the right segments based upon their browsing history, purchase history and lifecycle status.
EXAMPLE 1. SEGMENTATION ON A BASIS OF PRODUCT PREFERENCES
The British luxury brand dunhill launched an ‘Aquarium” collection. It created four segments based upon the likelihood that people would be interested in the new line. It would be a great opportunity to send segmented marketing email after identifying the most likely customers to be interested in a new product.
EXAMPLE 2. SEGMENTATION ON COST SENSITIVITY
Customers with high-level of cost-sensitivity may be the most difficult. An online retailer can create a segment for such customers and send them a special email with an exclusive discount code. This will encourage purchases from the most likely group to respond. However, it won’t hurt margins to offer a discount to customers who don’t want to buy.
Engaging Personalized Ecommerce Emails
Sometimes, it’s just the smallest thing that makes a customer open an email or make a purchase. Did you know that personalized subject lines are 26% less likely to be opened than emails without them?
Let’s look at some other personal approaches that can increase your conversion rates.
Re-engaging shoppers who have abandoned their carts is one of the most powerful email marketing strategies. This results in an average conversion rate 14%. This means that online retailers have plenty of opportunities with 70% abandonment of shopping carts. To remind shoppers of their purchases, you can automatically send them forgotten carts. You can also capture their email addresses to use in future retargeting campaigns. A popup offers to send shoppers their baskets when they leave your shop.
Continue reading. Learn how to create the perfect abandoned-cart email.
Sending your customers a birthday email is a great way to express how much you value them. You can even add a special discount code for a limited time to help them return to your site.
Complementary Product Recommendations
Once a customer has purchased a product, you can recommend other products that would complement or enhance it. This can be done in an email separate or integrated into order confirmation emails. A person who recently bought a Nintendo Switch might be interested in accessories, remotes, and games.