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.
Innovation is defined as something new or different introduced. I find when it comes to innovation, it is easy to lose sight of improving on the tried and true, especially when on the surface the current solution appears to be effective. Forrester describes email as the “old salt” of a marketer’s digital toolkit and “still the most cost-effective promotional channel.” Savvy marketers should be asking themselves, “Am I leveraging email to the best of its ability to deliver personalized experiences and create deeper relationships with consumers?”
With back-to-school nearly upon us, it’s a good time to benchmark engagement and inform campaign decisions based on what’s happening across industries. Epsilon's Q1 2018 email trends and benchmarks report helps; with quarterly aggregated data from over 12 billion emails sent by Epsilon clients in North America, across multiple verticals.