After reading it carefully, we would like to comment here on the main ideas that can be extracted from the study, ideas and conclusions with which we have identified.
email marketing personalizationToday, digital marketing professionals have the ability to adapt the content we communicate to our users to the context in which it will be consumed . For example, we can make it so that transportation email list depending on the device used to access the same content, it is displayed in one way or another, or with one version or another (thanks to responsive email ). Another example is geolocation. Depending on where the user is located each time they access the content, one variation or another can be shown. This way of “personalizing” content generates a better user experience, an improvement that is reflected in an increase in clicks and conversions.
The aforementioned study shows that in customer lifecycle emails, the most commonly used are promotional, welcome and newsletter emails, while cart recovery and site navigation-based emails are less popular.
Regarding segmentation, behaviour-based methods are the most common (54%) , followed by demographic ones (46%). However, the use of “contextual” segmentation is still very low (29%).
The most commonly used methods to “bring content to life” are, on the one hand, the use of gif animations (27%) and feeds of content published on social networks (25%).
The use of video and product news are the contents that work best in terms of “engagement” (click to open).
Conclusions
These data are very close to those presented by email marketing professionals in Spain in the Research on the use and perception of email marketing in Spain .
The use of the new possibilities that we have today to ensure that the user has a better experience with our brand through email has not yet spread. Professionals in email marketing and in relational and interactive marketing in general, tend to maintain “conservative” practices , in the sense that the full potential that technology offers us is not being exploited. We believe that the two main reasons that explain this situation are, on the one hand, the good results that email marketing generates in its more “traditional” uses, and on the other, the low appeal (in relation to other disciplines or channels) that it generates among marketing professionals in general. However , cases such as that of HotelTonight, which thanks to the use of contextual email marketing managed to increase conversions by 250% , should be reason enough to encourage marketing managers to try new tactics.
