Retailers need to do everything they can to engage and re-engage subscribers with every email deployment. It’s no longer enough to send the same message to everyone. It’s true that broadcast messages still work to a degree, but the real power of email is how easy it is to make each email relevant and personal to every recipient. It has been proven over and over again that personalizing messages and segmenting your audience works better than batch and blast messages do.
Simple segmentation will give you a 10-20% lift in revenue from your new and active subscribers alone. More impressively, you’ll re-engage your lapsed and inactive subscribers and get a 2-7% revenue boost from these groups.
Personalized product recommendations will re-engage your lapsed and inactive subscribers. We tested it time and time again and the results are always the same – lapsed subscribers who receive emails with merchandise that is customized to their needs not only click (re-engage) but also make the vital first purchase.
In the chart below, you can see a list of subscribers who have been on the client’s list for several years in some cases. These subscribers received hundreds of emails, only opening a small fraction of them and clicking on even fewer. Most importantly, these subscribers have never purchased.
Using Listrak’s Personalization Engine, emails were sent on 11/19 that included the last two specific items each subscriber browsed along with the top selling items in the same category.
As you can see, this tactic worked. Subscribers who rarely opened or clicked on an email placed their first purchases after receiving this personalized message.
We have proven this tactic over and over again. Want to see more? Contact us for more ideas and information.