Email is a mature channel, though it is constantly evolving. As an industry we have been talking about getting the right message, to the right person, at the right time – but we haven’t yet mastered it. However, today’s consumer demands a level of relevance and understanding from the brands they interact with in a much more sophisticated way than ever before.
Individual recognition is becoming a big part of marketing, with 44% of marketers currently using this strategy and 38% planning to implement it in the next 12 months. But what exactly does this mean and, more importantly, what does it mean for marketers?
Recognizing and honoring loyal customers doesn’t always mean you have to have a formal loyalty program. By nature, email subscribers tend to be those that are more brand loyal or brand engaged as driven by the source of subscription. Being able to bring loyalty themed elements in to your email message provides a sense of recognition of the customer and a nod to your appreciation for the relationship that exists. With the increased availability of data, at various customer touches, a brand’s ability to discern loyal behavior is more readily available and actionable than was once possible.