The most efficient way to deliver high fidelity personalization in your daily email, and drive over 11x return on spend (works seamlessly with your existing email service provider).
Infinitely expand your brands photography with Curator™ AI. Generate new product photography that’s indistinguishable from the originals, and combines multiple products together.
Create, manage, deploy, and target an unlimited number of personalized messages. Deliver any of the messages from your pool through a single image URL and link embedded within email, SMS, mobile, or on your website.
Zembula connects with any enterprise data source. If you don’t see a specific data source here or have a custom data source, we will always connect it for free.
The most efficient way to deliver high fidelity personalization in your daily email, and drive over 11x return on spend (works seamlessly with your existing email service provider).
Infinitely expand your brands photography with Curator™ AI. Generate new product photography that’s indistinguishable from the originals, and combines multiple products together.
Create, manage, deploy, and target an unlimited number of personalized messages. Deliver any of the messages from your pool through a single image URL and link embedded within email, SMS, mobile, or on your website.
Integrations
Connect with 100+ integrations
Zembula connects with any enterprise data source. If you don’t see a specific data source here or have a custom data source, we will always connect it for free.
Email is the daily heartbeat of your owned customer relationship. When a subscriber opens a message from you, there’s a 95% chance it will be a daily email, not a triggered email, SMS or any other message you’ve sent. As marketers add personalization across all their owned channels, it’s critical that daily email be included.
Unfortunately, the daily email is the most challenging place to personalize because of the frequency and the limitations of email HTML. When you personalize email, you are limited by the HTML support of the 140+ email clients where your subscribers open that email. It is impossible to create a perfect Branded experience using HTML content alone. For this reason, almost all major Brands now predominantly use images to deliver a Branded experience in email, but this limits the personalization capabilities that are required to live up to current customer expectations.
Image personalization is the answer, but the first generation doesn’t deliver. So what’s next?
The 3 key problems with existing image personalization solutions
After watching the first generation of image personalization appear on the market in the last decade, Zembula identified 3 major limiting factors that have prevented broad adoption, and caused a lot of churn of image based personalization solution providers like Movable Ink:
First generation image personalization solutions were built to create a single purpose image, and took a lot of time and effort to create every piece of content. This led Brands to reuse images, only updating the data within the image if it happened to change. For the daily marketing email this quickly causes user fatigue and the personalization is ignored, delivering no lasting value to the subscriber. As a marketer you would never send the exact same email content to your subscribers every day for a year But that’s exactly what daily email personalization has been until now.
The cost of the first generation of image personalization technology didn’t provide a return on spend, and no one ever found the single killer use case for the technology to deliver ROI at scale (no countdown timers don’t count). The effort required to ideate and then create a single image was an immense amount of work for marketing teams. Over the last decade marketing teams have gotten smaller, so asking to add to a marketers workflow to create a single piece of personalized content isn’t feasible anymore.
A great daily personalization experience for subscribers requires a lot of fidelity, and fidelity means lots of versions and variations of every banner to handle unique scenarios. You also need many combinations of the data to present the most impactful and accurate personalized experience in every email open. You can’t display the same personalized image indefinitely in a daily email and expect it to perform for very long.
Enter Zembula’s Composition Engine
In order to overcome these 3 problems, Zembula has developed the Composition Engine to take image personalization to the next level. The composition engine consists of 3 core elements:
Composition: A vector based image personalization editor
The editor allows you to quickly design content that combines data driven elements into a pixel perfect design that’s on Brand and uses your custom fonts. When the image is displayed to a subscriber in email, it’s personalized with their data in real-time. Marketers can create more personalized images faster and with less effort, allowing them to create greater variety in their email channel.
Engine: Decision engine
Having one piece of personalized content isn’t enough, you need hundreds, if not thousands of pieces of content to provide the variety to handle the long tail of personalization scenarios. Your customer data should be both driving the decision of what to display in any given email open, as well as data being used as content within the image. All this content needs to be delivered through a single image in your email template to prevent email clipping (every image url and link is 2kb and email clipping will happen when your entire email html template is over 100kb).
Price: Cost efficient (what’s your return on marketing spend?)
Price matters, and performance is critical. Historically the price of image personalization has been at least 10x more than it needs to be for mass retail adoption (maybe if you’re a marketer in finance price doesn’t matter…? but for enterprise retail it’s critical).
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The killer use case for image personalization in the daily Retail email is Zembula Dimensions™.
We take all your customer data and deliver the most comprehensive personalized experience for the daily email, which includes hundreds of unique use cases. The effort required to create this and the ROAS it delivers, makes Dimensions™ the most efficient next $1 as a Retailer you can spend on marketing. Dimensions™ provides a minimum of $11 for every dollar you spend on it.
Every Retail marketing team will need a composition engine in the next decade. McKenzie has researched personalization and found consumers expect Brands to get personalization right.The best way to get it right is to fully automate it, and have enough content variety that you are always delivering the best personalized experience possible based on the customer data available. Once you get email right, there are plenty of other channels like your website, and mobile to apply the composition engine. But, start by nailing the hardest channel, and you will set yourself up for future success… and budget.
The Composition Engine is the answer to your daily Retail email personalization requirement, and won’t change your daily workflow, or require your creative team to increase content output to keep up with your business requirements. It’s time to take the efficient and profitable approach to delivering an exceptional daily customer experience without making any changes to your daily workflow.
Let’s make marketing more manageable, and deliver exceptional results for years to come!
Our Favorite Email Personalization Examples From 2024
Email personalization is no longer a luxury. It’s a must-have tool for marketers looking to enhance engagement, build trust, and drive revenue. Personalization is a core component of customer experience, which is increasingly at the heart of brand strategy.
If you want to overcome the hurdles facing your brand — more content shock, lower attention spans, increased competition in the inbox — then personalization is where you can stand out.
Here are some of our favorite email personalization examples from 2024 to prove it.
Forever 21 Sees 11x ROAS from Email Personalization
Fashion giant Forever 21 used a combination of personalized Smart Banners™ to drive revenue while ensuring the marketing team wasn’t bogged down with extra manual tweaks and processes.
Using a pool of Smart Banners™ that featured an abandoned cart, abandoned browse updates, and another abandoned cart with a low inventory stock alert, they saw an 11x increase in ROAS compared to past campaigns.
Makeup Cartel Uses Birthday Smart Banners™ for a Better Customer Experience
Surprise and delight have long been a mantra for marketers. Let’s face it: who doesn’t love seeing something fun in their inbox? Now, add personalization to the mix.
That’s exactly what Makeup Cartel did with their birthday Smart Banner™ campaign. Sure, you probably already include customer birthdays in your campaigns, but what happens if they don’t see the message? With a personalized Smart Banner™, set the display rules to automatically display birthday offers for as long as you like to ensure your readers don’t miss out.
Hat Heaven Paired Loyalty Points with Abandoned Cart Updates for More Revenue
Hat Heaven created one of our favorite ways to use email personalization. As an eCommerce brand, abandoned cart emails are crucial for re-engaging shoppers and driving revenue.
Shoppers who received the abandoned cart banner could see exactly how their points applied to dollars, with the banner displaying the item’s final price. This banner helped remind members they had points and removed friction by doing the math for them.
Thrive Causemetics Uses Personalized Smart Banners™ with Product Reviews
Every marketer knows that triggered abandoned cart emails are critical to their overall success strategy. But, if shoppers miss the standard triggered emails, then a revenue opportunity goes out the door.
That’s why Smart Banners™ are so important. You can use them to ensure a triggered abandonment campaign gets seen. But that’s not all; these dynamic content banners have vital real estate to increase visibility and space for copy designed to drive action.
Another favorite example is from Thrive Causemetics. The makeup brand uses a deep pool of banners to help engage its subscribers. One brilliant approach is to take a traditional cart abandonment banner and add personalized product ratings and reviews.
We all know that consumers respond more to the opinions of other shoppers, so featuring these in the banner can help the consumer overcome objections, see the product in a positive light, and take action.
Let Zembula Help You Get More From Email in 2024
Our amazing clients have been putting Smart Banners™ (and Smart Blocks™) to use in innovative and inspiring ways all year. And the results speak for themselves: boosts in conversion, revenue, and ROAS while delivering a better customer experience.
If you’d like to replicate some of these results in 2024, we’d love to show you how to start with Zembula.
Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.
One of your main goals as a marketer is to increase your Return on Ad Spend (ROAS). This metric measures how effectively your email marketing campaigns bring in revenue.
By focusing on strategies that can enhance your ROAS, you can ensure that every dollar you spend on your campaigns yields maximum returns, boosting your revenue and keeping your customers happy.
Ready to improve your ROAS? We’ve got some best practices to follow. Here’s where to get started.
Understand Your Audience
Feels obvious. But the reality is if you don’t know who you’re targeting and what your audience wants in your campaigns, it’s hard to get the most out of them. Here’s where data can make a difference.
By tailoring your messaging, you’re more likely to hit the mark with your campaigns. A well-targeted email increases the likelihood of engagement and conversions, directly enhancing your ROAS. It’s not just about reaching people; it’s about getting the right people the right message.
Embrace Email Personalization
Personalization is no longer just an option; it’s a necessity. With consumers inundated with emails, making your message stand out is crucial. Use your data on your customers to personalize emails beyond just covering the basics. Instead, hyper-personalize.
Instead, tailor messaging based on past purchases, browsing history, or engagement patterns. Personalized emails can drive action, increasing open and click-through rates, which leads to higher engagement and more revenue.
A personalized approach helps ensure your marketing spend is more likely to result in sales, improving your ROAS.
Leverage Automation and AI
Personalizing emails is great, but personalizing at scale hasn’t always been easy — until now. Embrace automation and AI to help you send timely and relevant personalized emails to your list.
Rather than worrying about time-consuming tweaks or manual errors, automated triggered email sequences such as welcome, abandoned cart, and re-engagement campaigns can drive engagement and conversion rates.
Our AI-powered Campaign Decision Engine reads and analyzes your customer data, looking at shopping history and behavior, then predicts the messages most likely to get engagement. It all happens with a single snippet of code, leaving you more time to develop winning campaigns and less time worrying about manual processes and workflows.
Optimize For Mobile
In a mobile-first world, emails must be readable and engaging on smaller screens. Mobile optimization ensures your emails are accessible to a larger audience, increasing the likelihood of engagement. Better engagement means more clicks, more conversions, and a higher ROAS.
Here’s another area where Smart Banners™ help you stand out. Because they sit at the top of every email, your most important, revenue-driving messages take up the most valuable real estate on a mobile device. That ensures your calls to action are seen and easy to engage with, especially since consumers are less likely to click the more they have to scroll.
Utilize User-Generated Content
User-generated content, such as customer reviews, testimonials, photos, and videos, is crucial in building trust and authenticity in your brand. Plus, research shows that consumers respond to the ratings and reviews of other customers more than anything else. So, it’s important to find a way to highlight them.
Beyond building trust and credibility, UGC is an effective way to drive engagement and add more personalization to your emails. Smart Banners™ are the perfect tool to add personalized UGC to your emails. These dynamic content blocks allow you to feature product images and animated ratings and reviews, helping to encourage clicks and conversions.
Let Zembula Help Boost Your ROAS
If you’re ready to maximize your ad spend to get more out of your email campaigns, we’d love to help. We’ve worked with brands like Forever 21 to help boost their ROAS 11x.
With the Zembula platform, creating personalized email campaigns that automate at scale is easy. We do the heavy lifting for you, ensuring every email you send is tailored to your reader based on the display parameters you set.
Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.
In an ideal world, every business decision drives a return on investment; the same is true for email marketing. Return on investment (ROI) is a profitability ratio used to measure the profitability of marketing efforts.
In email marketing, ROI helps determine the effectiveness and profitability of email campaigns. Understanding metrics like ROI, along with return on ad spend (ROAS), allows marketers to measure campaign performance.
Here’s what you need to know about ROI and email marketing.
How do we measure ROI in email?
Email marketing ROI helps you determine the revenue you’ve pulled in from your marketing while accounting for the expenses of conducting it. So, it shows how much money you’re making (or losing) from your email marketing campaigns.
Here’s the formula to help calculate it:
Email ROI = (net profit of email campaign – the cost of the email campaign / the cost of the email campaign) x 100%
Here’s an example to help you run the numbers:
Your net profit from an email campaign is $300,000.
The cost of the campaign is $25,000.
Email ROI = ($300,000 – $25,000 / $25,000) x 100%
Email ROI = 1,100%
So, the ROI for this campaign is 1,100%.
It means that for every dollar spent on your email marketing campaign, you gained a return of about $11, in addition to recouping your initial investment.
Where to find the numbers
You may not love digging into numbers as a marketer, but the data is where the magic happens for many successful email campaigns. The good news is that calculating email ROI is relatively straightforward.
But you’ll need to know where to find your numbers, especially since some may overlap.
You may have a dashboard for net profit that calculates it for you. If not, you’ll want to identify all the sales directly attributed to the campaign and then multiply the number of conversions by the average value of each to get the total revenue. Then you’ll subtract the campaign costs from that number — you’ll need to find the campaign costs anyway to determine ROI.
When calculating the campaign costs, don’t forget to include the following:
Advertising spend
Cost of goods sold
External tools or software
Employee wages or agency fees for creative and technical costs
Other general operational costs
Once you have these numbers, you can get a much more accurate picture of your ROI.
Why is email ROI important?
Understanding ROI helps you determine if your email marketing efforts are profitable or if you’re spinning your wheels and need to make changes.
Not knowing the actual profitability of your marketing can lead you in the wrong direction. So, it is critical to understand what it can tell you.
There are many reasons why email ROI is important, including:
Competitive advantage: Brands that effectively maximize email ROI have an edge over competitors not leveraging their email marketing as efficiently.
Performance evaluation: ROI is a key metric for assessing the success of campaigns and overall email marketing strategies and helping determine the most effective ones.
Optimization: Knowing the results of campaigns allows marketers to identify areas for improvement and optimize revenue for future campaigns.
Financial justification: Email ROI shows brands the financial return of email marketing efforts, providing a clear picture of profit, which can help justify expenses.
Improve creativity: By understanding which campaigns have the best ROI and ROAS, marketers can see what resonates with readers, inspiring new innovative ideas and approaches.
According to recent data, email ROI ranges from around $32 to $45, depending on the industry, with an average of $36. So, for every dollar spent, brands see $36 in return. That shows the power of email marketing and why it’s such a critical channel for brands to connect with consumers.
Let Zembula help improve your email ROI
Every marketer wants to find ways to help boost the bottom line and operate more efficiently. We can help you do that.
With the Zembula platform, it’s easy to create personalized email campaigns that generate clicks, conversions, and revenue without adding extra time, energy, and expense.
We’d love to help you improve and optimize your email campaigns. Contact us to learn more.
Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.
Personalization, in and of itself, is one thing. And make no mistake, not only is it important, it’s absolutely essential for your success now that today’s consumers have come to expect it.
But let’s cut through the hype and get to the heart of the matter: Does personalization truly translate into tangible, revenue-boosting outcomes?
That’s what we’re talking about today.
When personalization evolves into a dynamic force that drives substantial results, it takes on a distinct identity. We call it “performative personalization”. In other words, it’s personalization that actually performs and delivers measurable results.
If you’re curious about how leading companies have harnessed Zembula’s performative personalization solutions to enhance their bottom line, you’re in for an enlightening journey.
Let’s get to performative personalization ideas for email so you can apply these same methods to your email marketing.
Ready to boost your bottom line? Let’s get started!
Achieving remarkable revenue growth: The Thrive Causemetics story
Passion for meaningful causes and a commitment to cruelty-free, vegan beauty products define Thrive Causemetics. However, like any business, they aim to optimize their revenue streams. When Thrive Causemetics recognized the transformative potential of personalization in their email marketing, they turned to Zembula for solutions.
The goal was clear: Enhance customer engagement and boost revenue. To achieve this, Zembula and Thrive Causemetics crafted a message pool consisting of six distinct Smart Banners™ strategically designed for emails addressing various scenarios, including browse abandonment, cart abandonment, loyalty promotions, shipment tracking, birthday greetings, and a welcome series.
The magic happened with Zembula’s Campaign Decision Engine, which seamlessly determined the most suitable Smart Banner™ for each individual recipient with precision and accuracy.
The outcome?
Thrive Causemetics witnessed a remarkable 10-17% surge in revenue for emails featuring these personalized banners — a bottom-line boost that’s nothing short of attention-grabbing.
Makeup Cartel’s Smart Banner™ success story
When it comes to elevating email marketing to an art form, Australian beauty brand Makeup Cartel stands out as a shining example. Once again, their secret weapon has been Zembula’s innovative solutions, which have breathed new life into their campaigns and propelled their revenue to impressive heights. And just like with Thrive Causemetics, Makeup Cartel’s Success Story starts with personalized Smart Banners™.
One Smart Banner™ that has truly stolen the spotlight is their birthday banner. It’s a masterpiece that seamlessly weaves together uniqueness, animation, and, above all, personalization. It’s not just an eye-catching visual; it’s a sophisticated tool that leverages customer data to suggest products tailored to each individual shopper.
Think of the common practice of offering a birthday gift. Now, think about transforming this routine gesture with the power of Zembula’s Smart Banner™ technology. These dynamic banners, meticulously crafted for each recipient, rise above the noise of a cluttered inbox.
City Mattress hits the bullseye with personalization that pays
Zembula embarked on another transformative campaign, this time partnering with City Mattress. We helped them charter a path toward amplified personalization in email marketing.
The strategy? A carefully crafted message pool designed to cater to the diverse buying stages of City Mattress’ typical customers. Using their customer data, our Campaign Decision Engine selected the right Smart Banner™ for each individual recipient.
City Mattress no longer sent generic messages to its entire email list. Instead, it delivered emails hyper-focused on each customer’s journey.
Corey Schuchman, Director of Marketing and eCommerce for City Mattress, summarized the results: “Adding Zembula to our marketing mix has been a huge success for our brand. We’ve been able to add sophisticated personalization to our emails with little extra effort. It has improved our customer experience and engagement. Month over month, we have seen emails with Zembula banners be our top-performing emails.”
How can Zembula’s solutions help you?
Hopefully, in reading these use cases, you’ve been able to picture your own situation and how Zembula’s proprietary tools can help you be more effective.
The thing to remember is that all of this is so easy. All you need is the data you’re already collecting. Our solutions take care of the rest.
If you’re ready to turn personalization into performative personalization, we’re excited to help you.
Marc Sheforgen writes email service provider content for Zembula. Beyond that, he’s all about parenting, coaching kids, record collecting, travel, and adventure. If it’s fun, he’s for it.
15 Email Personalization Stats for 2024: Here’s What to Know
Email personalization is no longer just nice to have. If you want to see real success in your email marketing and drive revenue, it’s a requirement.
Consumers increasingly expect custom content from brands, 1:1 messages tailored to their needs and interests. That’s the minimum to get them to pay attention to you, so if you aren’t doing it?
You’re facing an uphill battle to get attention, never mind clicks and conversions. Still not sold on how personalization in email can drive more revenue? Here are some convincing email personalization stats for 2024.
The data to know about personalization in email in 2024
If you want to run successful email marketing campaigns, personalization can impact your success. At Zembula, we focus on personalization for revenue optimization — ensuring your emails are personalized using data-driven insights based on customer interest, needs, and behavior.
We call it performative personalization. It’s the personalization that matters to your subscribers and moves the needle, helping drive conversions and revenue.
Let’s dive into the numbers.
1). Almost 75% of consumers say they get frustrated with an impersonal shopping experience.
2). Over 60% of consumers say they’ll stop buying from companies that don’t effectively use personalization strategies.
11). Personalization is critical, yet only about 20% of retailers currently personalize emails.
12). Another 60% of shoppers return to finish their purchase after getting a personalized abandoned cart reminder.
Now, how about some of our stats in action? That’s right; our fabulous clients have seen significant growth in conversions, clicks, ROAS, and revenue using our platform.
Smart Banners™ and Smart Blocks™ open up a world of possibilities, both improving your customer experience and boosting email marketing return on investment.
13). Thrive Causemetics has seen a 10-17% boost in revenue using personalized Smart Banners™ in their campaigns.
15). Fashion giant Forever 21 saw an 11x in ROAS using a Smart Banner™ strategy.
In 2024, personalization in email marketing becomes increasingly important. Stop sending generic messages; instead, tailor your emails from top to bottom for each reader.
Let Zembula help boost your revenue in 2024
Now you know that personalization matters more than ever. In 2024 and beyond, email personalization becomes increasingly critical to success.
So, if you’re worried you don’t have the tools, skills, and expertise to personalize at scale, we can help. The Zembula platform is designed to make it easy, automating personalization using data-driven insights.
We help you collect your customer data and deliver the personalized messaging that matters most to them, building more trust in your brand and driving engagement over the long term.
Want to know more about how email personalization can drive more revenue in 2024? Get in touch. We’ll set you up with a demo.
Liz Froment
Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.
How to Use Smart Banners™ for Email Personalization in 2024
Are you ready to make 2024 the year of email personalization? It sounds good to us. After all, personalization is a driving factor for consumers today — if your brand struggles to deliver personalized messaging, you’re in trouble.
The data shows personalization drives audience engagement and revenue. But if you do fully embrace a hyper-personalization strategy?
Get ready to build better relationships with your readers, improve the customer journey, and make an impact on your bottom line. So, as we move into 2024, here’s how to embrace email personalization — and Smart Banners™ are the way to do it.
Smart Banners™ help you hyper-personalize emails
Generic emails don’t fly anymore with consumers. For them, the more personalized your emails, the better. But historically, that’s been hard to do at scale without a lot of time-consuming manual intervention.
With Smart Banners™, you can automate personalization to everyone on your list. Feel confident that every reader gets a personalized message, regardless of the type of email.
Use Smart Banners™ to relay a variety of personalized information. Zembula offers a big message pool to choose from, including:
Abandoned cart
Abandoned browse
Shipping tracking
Birthday and anniversary
Loyalty points
Inventory reminders
Order updates and reminders
Welcome series
Now, you have a complete toolbox of personalized information at your fingertips. Add an abandoned cart Smart Banner™ to a promotional email, for example, and see how it drives engagement and revenue.
Get more revenue from every email you send
The secret? Taking personalized use cases from triggered emails and pushing them to the rest of your campaigns — from promotional to transactional emails. Rather than having to rely on one or the other to get your message out, combine the best of both worlds and embrace personalization.
Triggered emails only represent a small percentage of your total send. But they’re also responsible for driving action and revenue.
Zembula makes it easy to repurpose those triggered messages into your promotional (and other) emails. Check out this example:
Instead of just sending an abandoned cart email, you can add that personalized Smart Banner™ to other messages. That does a few things, like increasing message visibility, allowing for more email personalization, and encouraging your audience to click.
Smart Banner™ success for 2024
This approach to personalization in email works. We call it the Smart Banner™ prescription. The clients who’ve implemented it have seen a 10-17% increase in revenues in the emails using Smart Banners™. And that’s in addition to other benefits, such as improved customer experience and engagement and a significant lift in email return on ad spend (ROAS).
Here are a few strategies for getting the most from Smart Banners™.
Forever 21 uses an abandoned cart Smart Banner™ with a few key touches of personalization, including name personalization, an image of the product, and star ratings.
But it also has a powerful driver for reader engagement — inventory data. With this Smart Banner™, the reader sees the item they’ve behind and may experience some FOMO based on the real-time low inventory notification.
Thrive Causemetics relies on a pool of Smart Banners™ to deliver a variety of personalized messaging. Abandoned cart and browse are there, but they also do a great job personalizing loyalty information.
Loyalty Smart Banners™ highlight real-time member updates. You can personalize even further by showing readers how much a product in their cart, for example, would cost using a combo of loyalty points and cash.
Makeup Cartel uses Smart Banners™ to offer personalized product recommendations to shoppers based on their customer data. This type of banner has lots of personalization available.
Start with name personalization and add animation to highlight the product and include customer ratings and reviews. Then, suggest items likely to attract shoppers’ interest and watch your conversions soar.
Let Zembula help you stand out
If you’re tired of seeing your click and conversion rates slowly decrease, it’s time for change. Email personalization may be exactly the answer you need.
We’d love to help you started a new personalization strategy — an innovative approach built for the future. Sound interesting to you?
Let’s chat. One of our email experts will show you how the Zembula platform can make a huge difference in your return on investment.
Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.
Personalization is more than just a buzzword. It’s the key to the kingdom — especially when it comes to email marketing. As budgets squeeze and brands need to do more to stay competitive, it’s increasingly difficult to see a significant return on investment (ROI).
However, email marketing can often be the exception. Research shows it has a powerful ROI, seeing $42 in return for every $1 spent. And since email marketing is still most brands’ primary (and most successful) communication channel, getting the most out of every email sent matters.
That’s why email personalization matters so much. It’s proven to drive clicks, conversions, and revenue, improving ROI and adding to your bottom line. If you want to see how email personalization helps ROI, keep reading.
Personalizing emails can significantly improve email marketing ROI
A better ROI has a direct impact on brands. In the practical sense, improving ROI can help justify or increase your marketing budget, highlight efficiency, and dictate where funds should be allocated.
But exactly how email personalization can achieve that may be a bit more fuzzy, especially if you aren’t sure where to start. Here’s the good news. There are plenty of approaches you can take in your email marketing strategy that will have a direct positive impact on your email ROI.
Personalization plays a big role in it. We use an approach called performative personalization. It’s a data-driven method targeting the personalized messaging most likely to lead to conversions and revenue. If you want to improve email ROI, here are a few reasons why focusing on email personalization can help you move the needle.
Increased conversions and revenue
Getting a reader to open an email is the first hurdle. The next? Clicks. Content tailored to each reader based on their interests and behavior makes your calls to action far more compelling, leading to more clicks and conversions. Our clients have seen a 10-17% lift in revenue in emails using personalized Smart Banners™.
More relevance
Consistently delivering relevant messages to your audience is a challenge. But, with email personalization and tools like Smart Banners™, it’s easier than you think. When readers consistently get emails relevant to them and their needs, they’re more likely to see your brand in a positive light and engage. When you have seconds to make an impression in the inbox, relevant messages capture attention.
Better customer experience
Customer experience is critical to overall brand success today. So, thinking about how your audience receives and reads your emails matters more than ever. Tailor every email you send with Smart Banners™ and Smart Blocks™ and give your reader a custom email experience from top to bottom. That will help build brand loyalty, turning shoppers into your biggest fans while improving lifetime customer value.
More selling opportunities
The Zembula platform makes it easy to personalize product recommendations for every subscriber. Pulling in customer data, you can display recommendations based on past browse and buying history. Use Smart Banners™ and Smart Blocks™ to feature additional personalization tactics, including up-sells and cross-sells, more likely to convert. With our approach, you have a variety of tools that tap into data to help drive more revenue.
Better customer retention and re-engagement
While many brands focus on filling the funnel with new customers, savvy marketers also realize the importance of keeping those who have bought from you engaged. Personalized emails help you connect with your current customers and reach those former shoppers who haven’t bought in a while.
Embrace email personalization with Zembula
Personalizing emails makes messaging more targeted, effective, and engaging, which can directly impact the ROI of email marketing campaigns.
If you want to stop seeing metrics decrease and instead boost KPIs like ROI and return on ad spend, then it’s time to take email personalization seriously.
We’d love to help. Our clients have seen 10-17% lifts in revenue when using the Zembula approach to email personalization. Want to see similar numbers?
Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.
ROAS stands for return on ad spend. Some marketers use ROI, or return on investment, but the idea is similar. It’s how much you get from what you’re spending. And while the acronym might lead you to believe that it’s just for ads, it’s surely not!
What does ROAS have to do with email?
ROAS is an important part of your email marketing metrics. Just like any other channel in your marketing strategy, email has some spend associated with it. And while “ad spend” might seem like a bit of a misnomer, the money you spend on your email marketing is lumped into this. The return on this spend is the final value you’re looking for. The bigger the number the better!
Email historically has a very high return – between 3600% and 4200%! This makes it a great opportunity to try and supercharge your efforts. Even little tweaks can have a huge impact on that bottom line.
Why not track just revenue instead?
Revenue is important to track but doesn’t give you the full picture. Your revenue can be high but that doesn’t mean your spending is low! You have to spend money to make money, it’s true, but you have to do so in a way that’s scalable. The key is to keep spending reasonable and revenue high. That’s why tracking ROAS is a better way to determine success over just revenue improvements.
How to improve ROAS for email
The power of personalization is no secret around email marketing. It’s one of the best ways to improve ROAS of your email marketing campaigns. The problem is that it can be difficult and expensive to do. Zembula has found several ways to make it more effective and scalable from a cost perspective.
Our customers, like Forever 21, have reported 11x ROAS while using our solution. That’s huge!
Want to learn more about how ROAS impacts your email marketing strategy? Watch our latest Z talk!
Cheyenne Miner
Director of Marketing
Cheyenne is the Director of Marketing at Zembula where she gets to collaborate and coordinate with a team of marketing masterminds. On the weekends, you can find her in the backcountry of the Pacific Northwest, or not, because they don’t have cell towers out there.
The Long-Term Impact of ROAS in Email and SMS Marketing Strategy
Much of marketing is focusing on immediate results. But it pays to keep an eye on the long game, too. While short-term success is great and may indicate you’re on the right track, you also want to ensure your campaigns are built for long-term gains.
One key performance indicator (KPI) that can help you determine your campaigns’ short- and long-term success is return on advertising spend (ROAS).
Immediate returns on marketing spend often measure ROAS. But that only tells part of the story. A good or improving ROAS can help set you up for long-term gains when it comes to building brand loyalty, increasing customer lifetime value, and seeing more revenue.
Here are some key areas where improving your ROAS can pay off big time down the road.
Building trust and loyalty
A positive ROAS comes from having an effective marketing strategy. It sounds simple, but it’s much more challenging to execute in reality — plenty of marketers know that. However, when SMS messages and emails consistently deliver value and resonate with subscribers, that goes a long way toward building a solid connection with them.
Over time, this trust often translates into credibility in your brand and loyalty. Shoppers are more likely to think about your brand favorably. Trusting in your products and services means returning and buying more often, increasing customer lifetime value.
How do you work on building that trust? Personalization. Personalization, both email and SMS, at the center of your marketing strategy shows potential customers you understand their interests and want to deliver. That helps forge lasting relationships over the long term.
Improving lifetime customer value
Beyond just immediate sales, a positive ROAS shows your intended audience responds to your marketing messages. They like what you say and buy because of it — not despite it. You don’t want to take this for granted. So, it’s critical to find ways to continue to encourage shoppers to buy.
Here’s another area where personalization makes a huge difference in boosting long-term customer value. Don’t ignore your most loyal customers. Instead, send them more personalized messages highlighting opportunities for them to use their loyalty points to buy, like in an abandoned cart message.
Building engagement for the future
With consumers, past behavior often indicates future behavior. That’s something marketers can dig into when creating email and SMS campaigns. Read through the data and see when your customers are more likely to engage; what’s driving them to take action?
These data-driven insights can tell you a lot about your subscribers and help you continue to craft the messaging that connects with them. We like to call this approach performative personalization. It’s using data to help optimize revenue-generating activities using personalization.
So, finding what works now can help you set your strategy moving forward. Rather than guessing and hoping messages land, you have a base to work with, and that’s a huge help in creating campaigns that continue to drive engagement in the future. The success of one campaign can lay the groundwork for the next.
Take a closer look at improving ROAS
Immediate results matter, but playing the long game is critical for future success. ROAS can be a helpful tool for measuring how your target audience responds to your brand’s email and SMS campaigns.
A positive ROAS sets the foundation for success, boosting customer trust and loyalty while increasing lifetime value. Personalization plays a starring role here, helping you connect with shoppers by using messages that resonate with them.
We’d love to help your brand improve its ROAS. At Zembula, we know how critical personalization is to reaching customers and driving action — and we have the tools to help you do it. Get in touch today, and one of our experts will show you how to drive more clicks and conversions with a personalization strategy for your email and SMS campaigns.
Liz Froment is a content writer at Zembula. A graduate of University of Massachusetts at Amherst, Liz is a travel aficionado, Boston sports fan, and maple syrup connoisseur.
