There’s no question that personalized emails are powerful. Personalized emails can improve click-through rates by an average of 14 percent, enhance conversions by 10 percent, and deliver six times higher transaction rates. Not only does it pay to personalize, today’s consumers actually demand it. In fact, 80 percent of customers prefer brands that deliver personalized experiences and 33 percent of consumers abandoned a brand relationship last year because personalization was lacking.
Google recently made a big announcement that has the email community buzzing and could impact the way we interact with our inboxes. It’s called AMP for Email, and it’s a subset of their web version of AMP (Accelerated Mobile Pages), which launched in 2016. AMP for Email offers more actionable and engaging email experiences. It allows subscribers to complete tasks, take action and do things like RSVP to an event, schedule an appointment or fill out a questionnaire, all without leaving their inbox.
Content is now six times more powerful than traditional advertising in turning leads into customers. Currently, 86% of B2C marketers and 91% of B2B marketers use it to better engage, educate, inform, entertain and guide customers along their purchase journey. And 75% of all marketers plan to increase their investment in it the next 12 months.