The modern consumer wants to feel they are more than just a number. Email marketing can help companies directly connect with their customers, delivering relevant content straight into pre-existing and potential customers’ inboxes. In fact, personalized emails can drive 6 times more sales in comparison to non-personalized messages.

The most effective way to create personalized content is via segmentation, which groups customers by gender, location, browsing history, purchase history and other behaviors. As a result, companies can send different messages to different customers based on their individualneeds. With 74% of consumers becoming frustrated with irrelevant content, this is an effective way to boost marketing engagement while driving revenue. Unsurprisingly, marketing automation will allow retail marketers to generate 320% more revenue, as they will deliver content designed to complement the customer journey.

Email Marketing Considerations

Yet, there are certain factors all retail companies must consider when creating an email marketing campaign. For example,53% of emails are opened by device on an average day, so it’s essential to use a mobile-friendly email template to ensure the emailis fullyfunctional on a mobile or tablet.

Also, with 69% of online shopping carts abandoned, it’s important to understand more about the customer to create relevant email marketing materials. For instance, it’s possible to use data from a third-party app, such as Shopify or Magento, to develop engaging automated emails offering related deals and discounts, so they’re more likely to complete their shop.

Any retail marketer wanting to become the competition must strive to deliver data-driven, personalized content that complements each demographic. The more aesthetically-pleasing and relevant the email, the more likely an email lead will convert into a customer.