Is email marketing dead?

We can’t really say so when marketers are generating jaw-dropping ROIs – driving as much as $44 revenue for every dollar spent. No wonder 87% of marketers plan to invest more in email marketing.

However, not all email campaigns are equally effective. One-size-fits-all email blasts have become much less effective.

In fact, 44% of consumers are frustrated when brands fail to deliver relevant, personalized shopping experiences, and 41% of consumers have switched brands because of that.

In addition, 77% of ROI from email marketing is attributed to highly targeted campaigns. To get the most out of email marketing, you need to send out highly specific and personalized content or offers that are relevant to each individual recipient.

Here are 8 ways you can leverage personalization strategies to increase email conversion rates:

1. Send an Automated Welcome Email

When a subscriber first signs up to your email list, send a welcome email with pertinent information or relevant offers to build relationships and increase engagement right away. In fact, almost three-quarters of consumers expect to receive a welcome email from a brand when they sign up for its mailing list.

You can further target the content by segmenting your list using information such as each recipient’s interests, location, and demographic data. In addition, you should tailor the messaging based on the subscribers’ interaction with your content and their customer lifecycle stages.

For example, if a subscriber has shown interest in a product but hasn’t bought anything yet, you can offer a discount to encourage that first purchase. Alternatively, you can send a special offer on a related product to a customer who just placed an order.

2. Offer Personalized Product Recommendations

56% of online shoppers are more likely to return to a brand that recommends products based on their customer profiles. In addition, emails with personalized product recommendations account for up to 31%of eCommerce site revenues.

Leverage customer data to segment your email list based on subscribers’ preferences, behaviors, past purchases, demographic data, browsing history, and/or interaction with the brand so you can send out highly personalized product recommendations. You can also offer an exclusive discount on the recommended products to encourage subscribers to make a purchase.

3. Reduce Cart Abandonment With Triggered Emails

The average cart abandonment rate for eCommerce websites is close to 70%, which means more than two-thirds of shoppers who visit your website will leave without making a purchase – even if they have placed items in their carts.

To recover some of these lost sales, create emails that are triggered to send out when a registered user has items left in the cart.

To increase the effectiveness of your abandoned cart emails, you should:

  • Create a compelling subject line to evoke emotions such as excitement, urgency, curiosity, or fear of missing out.
  • Specify which items the recipients have left in the cart. Include images and product name to jog their memories.
  • Include a link back to the shopping cart so it’s easy for customers to complete their purchases.
  • Offer an incentive, such as a limited time discount or free shipping, to encourage recipients to take action.
  • Suggest related items that might be a better fit than the products left in the cart.
  • Add social proof, such as reviews and testimonials, to increase credibility and boost conversion.
  • Inject your brand personality into the email creative to augment trust and relationships with the customer.

4. Optimize Your Transactional Emails

Transactional emails, e.g., order confirmation, receipt, and shipment confirmation, have very high open rates and can generate 6 times more revenue than the typical promotional newsletter.

That’s hardly surprising, given that it’s much easier and less costly to retain existing customers than to acquire new ones. Not to mention, a repeat customer is 9 times more likely to convert than a first-time customer.

After purchase, it’s the perfect time to send a personalized message or offer that will encourage them to buy more from you.

Here are a few ways to leverage transactional emails:

  • Encourage repeat purchases by offering a discount.
  • Showcase products related to the recipient’s purchase to increase sales and customer lifetime value through upsell and cross-sell.
  • Cultivate relationships and increase engagement by asking customers to follow your brand on social media.
  • Ask for feedback and reviews – ratings and testimonials can lead to an 18% uplift in sales.
  • Follow up with a personalized thank you note to make sure that your customers are satisfied with their purchases.

5. Reactivate Lapsed Customers

Using information from customer profiles, you can identify subscribers who haven’t made a purchase for a while and entice them to come back by sending a personalized offer based on their purchase history, preferences, location, or other demographic information.

Since customers disengage with brands for many different reasons, you can cross-reference information from your customer database, purchase history, CRM data, and customer support log to help you craft the most relevant offers.

For example, you can mention a product from recipients’ past purchases and ask for feedback or suggest items they may also like while offering an incentive (e.g., a discount) to encourage them to make another purchase.

You can also increase engagement and the level of personalization by using surveys and reaching out to individual customers to find out why they have stopped buying from you.

6. Optimize Content Based On Customer Lifecycle Stages

Optimize the effectiveness of your campaigns by targeting subscribers at various customer lifecycle stages with the most relevant content to accelerate them down the sales funnel. For example:

  • For subscribers at the “awareness” stage, focus on sharing educational content to build trust and credibility.
  • Include more information about your brand and products for recipients at the “consideration” stage.
  • For those who are ready to make a purchase, incentivize them to take action with a limited time offer.
  • Improve loyalty of existing customers by sharing exclusive content or offers. You can also cultivate advocacy by incentivizing them to tell others about your brand.

7. Incorporate Email Marketing In Your Omnichannel Strategy

Today’s consumers want to interact with brands through channels that are most convenient for them (e.g., website, email, phone, social media, chat.)

They also expect the ability to switch channels seamlessly and receive the most relevant content based on previous interactions.

Email marketing is an important component in an omnichannel marketing strategy, and personalization is the key to providing the most effective content in real-time so you can deliver seamless customer experience.

In addition, you can use email retargeting as part of your omnichannel personalization strategy. It helps engage subscribers through other touchpoints and drive traffic back to your website.

8. Leverage Predictive Personalization Technologies

Your customer database is a goldmine of information and the use of AI-driven predictive technologies can help you analyze a large amount of data to fine-tune your personalization strategy and anticipate the needs of your customers.

Here are a few ways to leverage predictive personalization marketing to boost email conversion rates:

  • Send automated product replenishment alerts based on customers’ purchase histories, which makes it convenient for them to re-order their favorite products; it can also help you improve customer loyalty and increase customer lifetime value.
  • Analyze shopper behaviors so you can send the appropriate promotions to incentivize purchase. For example, you can offer loyal customers exclusive access to new products while encouraging frequent browsers to make a purchase with a coupon code.
  • Maximize revenue by promoting the right products to the right recipients based on customer data. For example, recommend high ticket/high margin items to customers who tend to have a higher average order value and notify the “bargain hunters” about recent price drops or special offers.

Leverage Email Personalization To Optimize Conversion Rates

Email marketing should be an integral part of your conversion rate optimization (CRO) strategy. By analyzing the relevant customer data and promoting the right content or offers, you can boost revenue per visitor, lower customer acquisition cost, increase retention rate, and improve customer loyalty.

To optimize the effectiveness of email personalization, analyze both qualitative and quantitative data so you can extract actionable insights from your customer database.