Direct Mail News & Resources

Personalize Your Messages Without Stalking Your Customer (0)

2/11/16 •

As you well know, batch-and-blast is on its way out as an ecommerce strategy. Emails jamming up a shopper’s in-box are often ignored. One of the best ways to grab a shopper’s attention is by using segmentation to personalize messages that make each visitor feel as though their web experience was designed just for them. According to the EmailStatCenter.com, 50% of CMOs say they’ll soon implement personalization strategies. That means using data gathered from store and web purchases, as well as address information, to offer messages that engage potential shoppers that are relevant and timely, without crossing the line into downright “creepy.” The UK-based Oak Furniture Land used emails to showcase furniture similar to what customers bought in the store and postal codes to personalize email by showing the nearest store location. Before long, the home of solid real wood furniture saw a 40% boost in year-over-year email generated revenue. From introducing new customers to your brand through a welcome series to providing emails that assist (like refill reminders), here are some ideas to put at the top of your personalization to-do list. Invite Them Into the Brand From Day – Engage the subscriber so they’ll interact with your company quickly. Thank them for signing up. Steer them to a Preference Center to find out how often they want to hear from you and what types of emails they’d like to receive. Encourage them to buy with a coupon or other incentive. Global sports fashion brand Björn Borg saw a 232% higher click rate, 21% increase in conversion and a sizzling 217% increase in revenue in the first six months on the Welcome Series, compared to when it used non-segmented messages.  “So we know it is working,’’ says Noelia Guinón, ecommerce manager for Björn Borg. Focus on Responsive Design for Mobile – Most folks shop using mobile devices, so make sure your mobile design works, is easy to view and glitch-free. Our 2015 survey of 1,012 US consumers found that 23% of online shoppers ages 18-29 prefer shopping on