The Benefits of Email Personalization for Beauty Brands
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Beauty brand customers are some of the most engaged out there. Many are dedicated spenders, always interested in trying new products and exploring what brands offer.
So that means you have a major opportunity to connect with these consumers to start building long-term trust. Email personalization is the way to do it.
If you want to positively impact customer engagement, loyalty, and, ultimately, revenue, then it’s time to start going all-in on sending personalized messaging.
Here are some reasons why.
Improved customer experience
Customer experience is the name of the game today. If you don’t focus on engaging your customers and improving their journey, they will move on to another brand.
Personalization is the best way to do more with the customer journey. And sending customized emails tailored to each reader goes a long way toward helping your brand better connect with readers.
Using customer data and behavioral trends, tools like Smart Banners™ and Smart Blocks™ display personalized, targeted information on everything from abandoned cart and browse to product recommendations and shipping updates.
Adding this level of personalization to every email you send is a surefire way to wow your customers, improve their experience, and boost engagement.
Enhanced customer loyalty
Many beauty brands have loyalty programs. It’s an excellent way to build a better customer relationship. But it can’t end there. You must look for ways to add more personalization to your loyalty campaigns.
Thrive Causemetics, one of our amazing clients, shows you how to get the most out of Smart Banners™ during every step of the customer journey — starting with a welcome campaign. But loyalty updates shouldn’t stop there.
Smart Banners™ let you do more with loyalty points. First, cover the basics, like displaying the latest member info, then highlight how consumers can complete a transaction using their points.
Higher conversion rates
Every marketer’s goal is to help boost those conversion and revenue rates. And that’s where personalizing emails can be a complete game changer. These extras can help increase conversions while keeping your readers engaged.
Consumers want to get emails that speak directly to them — not generic or blast messages that apply to everyone. With Smart Banners™, you have the chance to give your subscribers the 1:1 levels of personalization they crave. Makeup Cartel’s personalized banners are perfect examples of what beauty brands can do to drive more revenue.
Here are a few examples:
- Feature product reviews and recommendations
- Send reminders to refill older orders
- Offer discounts using loyalty points
- Set up monthly subscription box reminders
- Send flash sale or special event updates
Each revenue-driving action encourages customers to take action. And with a Smart Banner™, the call to action is prominently displayed at the top of your emails, catching attention.
For example, thrive Causemetics has seen a 10-17% lift in revenue in emails they send featuring Smart Banners™.
Better brand reputation
About 20% of beauty consumers are brand loyalists. And nearly half of them have either increased their spending or kept it the same during the last few years. That presents an opportunity for beauty brands to build better connections with these consumers through personalized emails.
By showcasing a customer-centric approach, brand loyalists are more likely to view a beauty brand positively if they receive emails tailored to their individual preferences and needs. With Smart Banners™ and Smart Blocks™, you have multiple options to display personalized messing in every email.
Finally, let’s not forget that building stronger customer relationships can increase their lifetime value. Customers are more likely to remain loyal to a brand and make repeat purchases if they feel valued and appreciated, leading to more revenue over time.
Let Zembula help you do more with your emails
In today’s competitive beauty industry, email personalization is critical for brands to stand out and capture customers’ attention.
Personalized emails help beauty brands build stronger customer relationships with increased engagement and higher revenue. If you want to see how you can get those results for your brand, we’d love to help.
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