Why retailers should be using personalized emails

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You spend a lot of time hearing about the fall of retail on the news, but retailers have more opportunities to connect with customers than ever. 

One avenue for doing that is through email. Email campaigns provide a direct approach to reaching customers anytime, anywhere. And, great emails can get customers to take real action, not only through opens and clicks but also by increasing conversion rates. 

The key is using email in the right way. For retailers, that means going all-in on personalization

Here’s why you need to do it. 

Customers want personalized content

Ever heard the phrase ‘give the people what they want?’ Well, when it comes to today’s consumers, what they want is content that is specifically tailored to them. If something doesn’t speak to their needs, hopes, or wants then they probably aren’t going to be very interested. 

And you know what happens to un-inspired customers, right? They become former customers. 

To stop that trend, you need to make your content as personalized as possible. Before you start getting nervous that you don’t have the ability to do that, think again. 

Even the smallest mom and pop shops can excel at personalizing email. 

All it takes is data

As a retailer, you’ve got all sorts of customer data available to you. There’s email, location, past purchase history, abandoned cart data, loyalty rewards, and even browser history. 

That’s a lot of stuff you can tap into to reach your customers and engage them with personalized emails. 

Customers that get personalized emails from retailers are more likely to open, click, and buy. They’re also more likely to stay happy repeat customers for the long haul, buying again and again. 

Those loyal customers are the dream of every retail shop, so you need to take steps to ensure that happens.

That’s where your data comes into play. 

With your data, you can send all sorts of personalized emails that actively engage your customers and get them interested. 

Retailers getting personal

Here are a few examples of how retailers are using personalization to stand out in a crowded inbox.

In this email, Uniqlo uses geolocation data to create a weather focused email. This is a great approach for a lot of retailers because the weather has been shown to impact consumer’s buying behavior

Using geolocation information, something as simple as a zip code, you can target your customers with customized campaigns that focus on something that’s super personal to them, the weather.

This type of email can be used for all sorts of campaigns, from tapping into weather-based FOMO to highlighting a special outdoor sale event opening in a specific store.

In this email, Jack Wills takes an abandoned cart email and adds in some extra personalization.

First, the email goes beyond some text saying there are items in the cart. It shows the exact items the customer has left behind. Then, using an added layer of personalization, the email recommends additional products that might be of interest to the customer. 

You can find recommended products by looking at browser data and seeing what customers have shopped before. Or, look at what they’ve previously purchased from you and recommend related products. 

Retailers can also look to loyalty campaigns to personalize emails too. This email is a really simple example from Dunkin Donuts that can be used for both loyalty type programs and regular gift cards. 

What’s great here is that this personalized loyalty email is doing two things that are helping the customer out.

First, it’s letting them know that their card is running low. It’s a subtle reminder that they need to put more money on the card. Then, it makes reloading really easy; all the customer has to do is click that call to action button.

Ready to give it a try?

Now that you see the potential of how retailers can dig into personalizing emails, the sky is the limit. 

There are all sorts of strategies and campaigns you can use to personalize your emails in a way that gets your customers engaged, and more importantly, ready to buy from you. 

It’s an opportunity you don’t want to pass up and what’s more, your customers expect it.