A recent report from The Relevancy Group, and commissioned by OneSpot, suggests that personalization is the key to improving the return on investment of email marketing.
The marketing research firm partnered with the content marketing platform to poll more than 350 digital marketers, publishing the results this week in The Return On Email Personalization.
Marketers that use deep personalization can drive over 17% more revenue from their email campaigns, according to the report. Furthermore, brands that leverage personalization in their email campaigns see higher order values, conversion rates, and open and click-through rates.
Email personalization drives sales, and is also what consumers want and have come to expect from marketers. Three out of four consumers are more likely to buy from a retailer that recognizes them by name, knows their purchase history, or recommends products based on past purchases according to Accenture.
Email marketing presents a rare opportunity in advertising in which consumers are requesting to receive marketing content. It would be inadvisable for email marketers to lose this opportunity by just sending batch-and-blast email campaigns.
The revenue contribution from email marketing rose 18% year-over-year, according to The Relevancy Group report, and now represents more than 20% of a company’s overall revenue.
Dynamic content was ranked as the most effective personalization tactic, followed by Web site content based on real-time data, personalized email content based on real-time data, and personalized email content based on machine-learning.