Consumers are drowning in emails. Faced with a flood of offers, marketers have a tough job getting consumers to open their emails let alone take the next step and engage with the brand.
Mind the Engagement Gap
Open rates (the percentage of delivered emails that were opened) have remained consistent over the last three years. However, our Email Benchmark Report on Q3 2016 which analyzed over 7 billion emails tells a different story for what happens next. Click rates (the percentage of delivered emails that were clicked) and CTO rates (the percentage of opened emails that were clicked) continue to plummet. Overall, the CTO rate has declined 12 percent from the previous year. We call this the engagement gap.
People want to have an emotional connection with a brand; yet they’re tired of batch and blast campaigns that don’t show any awareness of who they are. If digital marketing is about creating relationships, why does it often make a company look like the friend who can’t remember how much you hate sushi when making dinner plans?
Behavioral Targeting Increases Campaign Effectiveness
Many emails’ only personalization is a customer’s first name in the greeting or subject line but that’s not enough. Marketers need to find a better way to create 1-to-1 communications with their customers.
Segmenting an email audience based on their purchase history and browse behavior (product pages they’ve visited, items they’ve placed in their shopping carts but never checked out) can close the engagement gap. This information allows marketers to deliver personalized, relevant content that will connect with customers and increase conversions.