MarketingSherpa – E-commerce Email Relevance: 10% more revenue from 3 personalization tactics
SUMMARY: Every email marketer wants to increase relevance, whether through timing, content or segmentation. The e-commerce marketers in this article push for one-to-one relevance. They send personalized content to individual subscribers and get great results.
We describe three tactics that increased revenue by more than 10% across the company’s campaigns. You’ll see how the marketers weaved each tactic — such as customized display ads and abandoned cart follow-ups — into the strategy and their results.
by Adam T. Sutton, Senior Reporter
“Relevance” is a central principle of email marketing, and its definition has changed through the years.
Early on, marketers focused on frequency and timing, working to send the right number of emails at the right times. Later, segmentation emerged, and marketers tailored content to suit different groups. Then, list hygiene came and cut inactive subscribers.
The next step is one-to-one personalization, says Erick Barney, VP of Marketing at Motorcycle Superstore, an e-commerce site for motorcycle gear and accessories.
“Any increased amount of relevancy is a plus,” Barney says. “We’ve had really good success with personalization.”
Motorcycle Superstore’s personalization goes well beyond adding first names to a greeting. Subscribers receive offers that are targeted to their individual shopping and browsing behaviors. The results have been great, Barney says, especially since this refinement is in addition to the team’s segmentation strategy.
“We continue to strengthen and improve our segments, and at the same time, we work to improve personalization. We feel strongly that the two just compound on top of each other and multiply the benefits.”
Below, we describe the top three one-to-one personalization tactics Motorcycle Store uses to increase relevance and results.
Tactic #1. Target content to search behavior
Motorcycle Superstore keeps a close eye on the search phrases visitors use in its on-site search tool. It also tracks the phrases visitors use to find the site through search engines. These phrases reveal a person’s products of interest.
The search tool automatically sends this data to the store’s email marketing software. Any subscribers who recently searched the site are tagged with a product or product category related to the phrase.
Customize display ads
The team leverages this data in marketing emails by including what Barney calls a “widget.” The widget can be used to create email ads that display products related to the subscribers’ recent searches. The ads can take several forms:
- Vertical banner ad with several products
- Horizontal banner ad with several products
- Button ad with a single product
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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