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Key Takeaways Email personalization is now expected by consumers, with over 50% willing to share personal information with brands to receive more personalized communications.
Personalized emails generate 82% higher open rates and 52% more sales than generic, one-size-fits-all messages.
If you treat personalization as a subject line tactic, instead of aligning content, timing and frequency with real customer behavior, you’re missing out.
If your email marketing isn’t generating a consistent revenue stream for your ecommerce business, you’re probably doing it wrong. And lack of personalization is very often the No. 1 reason for that.
Getting email personalization right — and, more importantly, implementing it at scale — is what can really move the needle for ecommerce brands that are struggling to drive decent ROI from their email marketing efforts.
Personalization is the new expectation
Email personalization is now expected by consumers, who are tired of crowded inboxes flooded with generic, one-size-fits-all promotional messages. A survey of 4,800 global consumers revealed that 64% believe personalization makes an email extremely or somewhat memorable. In Brazil, for example, that number is as high as 72%.
U.S. consumers, in particular, are also clear about what they want in terms of email personalization: 70% prefer interest-based content, and 52% expect personalized product recommendations.
And what’s more, 55% of global consumers are actually willing to share their personal information with brands in exchange for more personalized emails. Yet, many brands aren’t leveraging that.
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