Users agree that retailers are sending emails that are relevant, accurate, and reflective of their shopping behaviors and preferences. Personalization is key when it comes to reaching users over email. Users are more likely to open, click and convert when they receive a personalized email compared to a generic email from retailers. Promotions also drive opens in emails (almost 75% of users will open an email if it includes a discount or a deal).
What this means for marketers: In general, users are looking for more personal ways to interact with media and with advertisers online. By reaching users where they are located with a message that is relevant to what they are doing or to where there interests lie is one of the best ways to get a user to interact and remember the ad experience. The data in the article supports the trend that personalization leads to interaction. As each advertiser has its own ‘personality’, the best way of showing that to the users is by having a direct conversation that caters to each user’s interests, which will help build personal connections.