3 key strategies to make more sales on your website with personalization strategies


Did you know that 72% of consumers find that online gift shopping has made life easier during the holiday season?

As a retailer, you can’t afford to ignore the various ways that eCommerce can boost your online sales.

In particular, personalized marketing technologies allow brands to engage with consumers online and increase conversion rates. Here are three effective strategies to increase your eCommerce conversion rate this holiday season:


1. Optimize website user experience with personalization

Shoppers that engage with personalized website content are more likely to convert. Research found that even though visitors who clicked on product recommendations accounted for only 5% of clicks, those clicks represented 30% of Cyber Week revenue.

You can deliver a personalized experience by displaying relevant content based on a customer’s preferences, browsing behaviors, and purchasing history while augmenting the shopping experience with features such as wishlist, past purchases list, and personalized gift guide.

In addition, you should leverage existing customer data to streamline the checkout experience, reduce cart abandonment, and optimize conversion rate. For example, by pre-selecting options based on customers’ past preferences, providing one-click checkout using existing customer data, and pre-filling forms using information from customer profiles.


2. Promote personalized offers with Email Marketing

Email marketing is a great way to engage with your email subscribers and customers who are already familiar with your brand and therefore, more likely to make a purchase.

Leverage your customer database and segment your email list to send emails with offers tailored to specific groups based on their past purchases, customer lifecycle stages, or other data such as preferences, interests, geographic location, and demographic data.

You can set up behavior-triggered workflows, which are initiated by how recipients respond to your previous emails. You should also leverage email retargeting — which can help eCommerce websites increase their revenue by as much as 400% — to re-engage visitors who came to your site but didn’t take action.


3. Implement an Omnichannel Personalization Strategy

While 86% of consumers would make an in-store purchase, 75% also order gifts online. Instead of engaging with a brand on one specific channel, consumers do so via a variety of touchpoints — whenever and wherever that’s most convenient for them.

Multichannel shoppers tend to spend more per transaction, so it’s important for retailers to be present in multiple customer touchpoints so they can engage with shoppers at the right place and in the right time.

To increase the effectiveness of your omnichannel marketing strategy, use a customer data management tool that collects customer information so you can understand how shoppers engage with your brand. You can then generate insights on how to deliver the most relevant offers through each channel based on customers’ real-time interactions with your business.


Implement your eCommerce personalization strategy at scale

Personalization marketing is a proven way to increase eCommerce conversion rates. In order to implement this strategy at scale, you need the ability to fully leverage all customer data so you can deliver the most relevant content and offers.

Our customer data management platform and its syndication layers, which enables real-time acitiviation of content and offers on multiple channels, allow you to effectvely engage your customers by leveraging the power of personalized marketing.

Request a demo today to see how our solution can help you increase eCommerce conversion this holiday season.

How to improve patient acquisition and retention for your medical practice or healthcare facility.

The healthcare industry has been going through a massive change. With the dramatic shift in health insurance policies and consumer behaviors, patients are stepping up to take better control of their healthcare choices.

In addition to this, as more patients are covering a larger portion of their healthcare bills, providers need to put more efforts into marketing directly to consumers.

Here are the latest healthcare marketing strategies to help you meet the fast-evolving patient expectations while improving patient acquisition and retention.

4 latest marketing trends in the healthcare industry

The key to attracting more patients to your medical practice or healthcare facility is to deliver an outstanding patient experience. Here’s what successful healthcare marketers are doing to succeed:

1. A patient-centric online portal

Consumers are now accustomed to managing their relationships with retailers and service providers via a robust online platform.

You need to offer a sophisticated, secure, and user-friendly patient portal that can handle most of the day-to-day patient interactions, such as paying bills, making appointments, checking test results, ordering prescription renewals, obtaining medical histories, and even conducting virtual consultations.

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2. A search-engine optimized website

Consumers are now more comfortable with using online searches to look for a medical facility or a healthcare provider.

Your website needs to be optimized for local SEO so it’ll show up in the “local pack” at the top of the search result pages when users search for “_________ near me.” You can also build backlinks and drive more traffic by getting online reviews on Google and third-party websites.

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As digital assistants such as Siri, Alexa, and Google Assistant are gaining popularity, more than 50% of searches will be voice-based by 2020 — your website content needs to be optimized for voice search. You can do this by focusing on long-tail key terms, using patients’ language, and providing local information.

3. Real-time patient support and interaction

With the latest customer support technologies, consumers are used to getting their questions answered and problems resolved in real time.

Providing best-in-class support is the key to improving your patient acquisition and retention rate. Make sure patients can contact your team via multiple channels such as email, text, phone, social media, and live chat.

In addition to this, don’t just interact with your patients only when there’s a problem! You can use the same channels to increase their engagement with your brand by sharing valuable content and gathering feedback.

4. Marketing automation and personalization

Consumers expect relevant content, information, and offers from their service providers. You can use marketing automation and segmentation strategies to deliver a highly personalized experience that meets patient expectations, increases engagement, and improves retention.

A robust marketing personalization platform allows you to deliver an omnichannel patient experience through multiple touchpoints, such as email, social media, text messages, printed materials, and so on to provide the most relevant and helpful content so you stay top of mind.

Hyper-personalization will drive the future of healthcare marketing. Request a demo to see how you can use our robust customer data management system to unlock the power of this marketing strategy.

How personalization technologies are helping medical practices improve patient acquisition and retention.

The healthcare industry has become increasingly decentralized and consumer-centric, thanks to shifting patient expectations and insurance policies.

As people are taking a more active role in managing their health and wellbeing, they want their healthcare providers to do more than just making a diagnosis and writing a prescription.

Today’s savvy patients are used to receiving highly personalized services from businesses and they expect the same from their healthcare providers.

Here’s why personalization is the future of healthcare marketing:

1. Deliver a holistic patient experience

Healthcare isn’t a one-off transaction with a single seller. Patient experiences often involve interactions with multiple providers and facilities over time, as well as support for personal and emotional issues.

A personalization strategy, driven by a customer data management platform, allows healthcare providers to access all the patient data at a single location. They can gain a comprehensive understanding of each patient’s history and deliver a holistic experience that includes customized recommendations most relevant to each patient.

Not to mention, personalized interactions will help you build long-term and trusting relationships with your patients and improve the quality of care.

2. Improve patient acquisition and retention

Personalization technologies can help you acquire and retain more patients by delivering the right message in the right place at the right time to the right audience.

For example, you can send highly-targeted content to patients with specific conditions and reminders for checkups or vaccinations. This will help you stay top of mind, build trust, increase patient engagement, and get more patients to return to your practice for continuous care.

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When supported by a robust customer data management solution that provides a single customer view, your team can access each patient’s history and preferences in real time to improve efficiency and quality of care while reducing errors and frustrations.

For instance, by seeing all of a patient’s conditions and treatments in one place, you can help them better navigate their health insurance coverage. As you add value by personalizing patient interactions, you’ll also improve patient retention.

3. Increase patient satisfaction and word-of-mouth referrals

Personalization technologies help a medical team care for the patients more compassionately by developing personal relationships with them.

Such technologies also streamline the patient experience, making it more convenient and less time-consuming to visit a medical practice.

Patients will have more positive interactions with your practice, be more motivated to continue their care, and follow through with their treatments. This will lead to better outcomes and higher patient satisfaction.

Last but not least, most people still look for personal recommendations while choosing a healthcare provider. When you offer a highly personalized experience that improves treatment results and patient satisfaction, you’re more likely to get word-of-mouth referrals, which is often the best way to market your service.

Apply marketing personalization to augment patient experience and improve patient retention.

The healthcare industry is becoming increasingly competitive while patients expect interactions with a provider to resemble other consumer experiences.

In order to stand out from your competition, as well as to attract and retain more patients, your medical practice needs to deliver an excellent patient experience that makes receiving care from you convenient and seamless.

With the aid of advanced marketing technologies, many businesses are now delivering personalized user experiences that have helped them increase customer acquisition and retention.

These strategies can be applied to the healthcare industry as well and here’s how you can augment your patient experience:

1. Personalized website content

Sharing helpful and relevant content with your audience and patients can help build trust and relationships. In addition, users are more likely to return to and engage with your website if they can find what they need easily.

You can program your website to show customized information and make content recommendations to the visitors based on a variety of criteria. For example, the search terms they use, the links they click on, the pages they have visited, or in the case of registered users, their medical histories and preferences.

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2. Customized patient portal

More and more consumers prefer to manage their relationships with service providers online via a self-service portal. A customizable patient portal can help you deliver a seamless experience that’ll improve patient retention, reduce errors, and lower administrative cost.

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Deliver a fast and convenient experience by incorporating each user’s medical history, preferences, and other personal data into the patient portal experience. Posting reminders and offering the ability to schedule an appointment, pay invoices using saved payment information, and order prescription refills are a few examples of this.

3. Targeted email marketing

Marketing automation and email personalization have been proven to generate an ROI of as high as 400% when combined with proper segmentation and content targeting strategies.

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By sharing targeted content that’s most relevant to each recipient, you can stay top of mind and nurture relationships with your audience. Such content can include information on specific medical conditions, event announcements, and seasonal resources.

You can also improve patient retention or re-engage lapsed patients by sending out reminders for regular checkups or vaccination visits and make it easy for users to set up an appointment through your online portal.

4. Omnichannel patient support

Consumers want to interact with businesses through their preferred touchpoints and be able to “pick up where they left off” if they switch channels in a middle of an interaction.

They also expect such interactions to take their histories and preferences into account so they can receive personalized content, recommendations, and solutions.

By using a customer data management platform, you can set up a single customer view to facilitate patient communications and ensure that your team is accessing the latest information in real-time to provide the best support possible to improve patient satisfaction.

Improve customer experience by integrating online and offline channels

Consumers are interacting with brands across multiple touch points. Whether they’re planning a vacation or shopping for grocery, they expect a seamless experience when they switch from one channel to another.

While it’s relatively easy to wrap your head around integrating digital channels, it’s often more challenging for brick-and-mortar merchants to deliver an integrated experience that spans all online and offline channels.

Don’t worry, it’s actually not as complex as you might think.

Here are 4 ways to augment your offline customer experience using online channels:

1. Build anticipation

Build excitement and anticipation by encouraging consumers to plan their experiences ahead of time by using online tools and mobile apps.

Advanced planning also allows your customers to get the most out of their interactions with your brand, creating a positive experience that’ll increase loyalty. For instance, Disney offers a mobile-responsive trip planning section on its website, which allows visitors to plan everything from dining options to Fast Pass purchase.

2. Streamline shopping experience

While some shopping experience should be “attention-grabbing,” others need to be “attention-saving” to maximize customer happiness.

To create a quick and easy purchasing process, use an online tool or mobile app that helps customers streamline their shopping tasks and make it as convenient as possible. For instance, grocery retailers are offering online meal planning tools that also generate a shopping list. Customers can then print out the list or download it to their mobile app to save time and hassle on their shopping trip.

3. Expedite simple transactions

Consumers get frustrated when they have to make a trip to a retail location just to perform a simple transaction, such as paying a bill.

While your retail locations should still be available for handling complex transactions, you can streamline the retail experience by allowing customers to complete simple transactions online, over the phone, or via a mobile app.

For example, Bank of America has developed a robust mobile app that allows customers to complete simple transactions such as paying monthly bills or depositing a check without leaving the comfort of their own homes.

The mobile app not only delivers a better customer experience but also helps reduce employees’ workload in local branches so they can better assist those who are there for more complex transactions.

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4. Maintain a consistent brand experience

At least 43% of customers have used their mobile phone while shopping in a brick-and-mortar store.

If your brand’s mobile experience isn’t consistent with the in-store environment or if the information shoppers get in-store is different from what they get online, you could risk diminishing the overall brand experience.

To maintain a seamless shopping experience, make sure each of your shopping channels synchronizes instantaneously with one another so that customer information and inventory are updated in real time.

For example, REI employs a robust backend system to ensure that all the information and user experience are consistent on the many customer touch points such as website, mobile app, in-store kiosks, and print catalog.

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The key to delivering an integrated customer experience

Designing a seamless omnichannel retail experience can seem complex at first glance, but it’s actually not very difficult when you make creating a customer-centric experience the priority.

The key to doing so is to create a single customer view and have all your customer data stored in one centralized database that gives you the ability to manage customer data collected from all channels and extract actionable insights from the information.

Request a demo to see what our customer database platform and decision engine can do for your retail business.







Increase sales by leveraging the power of your CRM data

Customer Relationship Management (CRM) software has become indispensable for both online and offline businesses. It’s likely that you have already collected a large amount of customer information from existing customers and prospects over time. However, sitting on a pile of data isn’t going to bring in revenue for your business.

Your information is only as good as how well it’s leveraged to engage with your customers and generate more sales. Here’s what you can do to boost your revenue using customer data:

1. Create targeted campaigns

Your data can give you unique insights into each individual customer’s demographic information, interests, preferences, location, browsing history, and purchasing behaviors enabling you to deliver targeted content and offers in the right place at the right time to maximize conversion.

For example, when a registered customer shows interest in a product but hasn’t placed an order, you can send an email with a special offer to entice them to complete the purchase.

According to Forrester, 30% of eCommerce repeat purchases come from email marketing. In addition, targeted campaigns can be delivered via social media, mobile app, and direct mail.

2. Improve customer service

Outstanding customer experience is the key to increasing conversion and boosting customer lifetime value.

When your customers contact your company through various touch points, such as website, social media, or email, the interactions can be recorded in the 360-degree customer profile. Your customer service representatives can use the information to construct a better picture of the customer’s history, pick up where they left off, and offer the most relevant and appropriate response.

3. Support personalization strategies

Personalization strategies have been proven to increase sales and conversion and become the priority of many marketing professionals. Your CRM data can inform a variety of personalization strategies on channels such as website, email, and social media by allowing you to:

  • Offer personalized product recommendations on your website, a strategy that’s found to increase store revenue by 300%, conversion rate by 150%, and average order value by 50%.
  • Use email personalization to deliver relevant and timely content or offers that’ll increase engagement and conversion.
  • Combine customer data with retargeting campaigns, such as social media or Google Adwords, to drive customers to products they’ve already shown interest in.

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4. Attract new prospects

People who share similar demographic profiles, preferences, browsing behaviors, or purchase history with your current customers are more likely to be interested in your products or services. You can use the data from existing customers to determine the audience of your marketing campaigns.

For instance, you can upload a list of existing customers and use it to target a “look-alike” audience for your Facebook ads. In addition, for many B2B companies or B2C merchants selling higher-priced products, lead scoring can be used to identify the most qualified prospects by comparing new leads against the attributes of your most valuable customers.

A powerful customer data management (CDM) system

The ability to leverage customer data starts with a powerful CDM system that allows you to create a single customer view and collect data from multiple touch points. You’ll then be able to leverage the unique preferences, brand interactions, and habits of customers to deliver the most timely and relevant omnichannel campaigns that’ll drive conversion and sales.

NectarOM recently conducted a Marketing Personalization Survey in partnership with the Texas A&M Retailing Summit. This survey inquired about each company’s existing personalization efforts and which initiatives they are currently using, as well as their primary obstacles to implementation and where they hope to be in the future. Over 75 percent of respondents to this survey said that they were either in the process of putting omnichannel personalization methods in place, or that it was on the roadmap for the upcoming year. With such a large majority of companies still in the inception phase of their omnichannel journey, the outcomes from this survey give us an important glimpse into of where these businesses are with their omnichannel strategy and where they hope to be in the near future.


Among the many revealing takeaways from the survey, some of the most enlightening outcomes center around how company leaders rate weigh their current personalization initiatives, as well as what methods they feel need to implemented in order to keep up with their competitors.


Current State of Affairs


One of the most important factors impacting putting personalization methods in place is how familiar and amenable company leaders are with those methods. While over 58 percent of survey respondents said that their company leaders are familiar with the concept of personalization, another 42 percent said that the exposure level varies with various leaders within their organization. Similarly, 50 percent of respondents felt their company leaders know how to execute a personalized marketing campaign, while 40 percent said that the answer was dependent upon the individual company leader in question.


Most survey respondents (70 %) replied that they rank their organization at a medium level of maturity in their marketing personalization efforts. When asked what tools they are currently using to collect and manage consumer data, the leading answers were customer relationship management software (CRM) and data management platforms (DMP), with nearly 64 percent of respondents saying that they are currently using both platforms.


Room for Greatness


Beyond each company’s existing capabilities, NectarOM also asked survey respondents where they see the most opportunity for growth. A whopping 70 percent of companies said that they are using or are interested in using a distribution platform to personalize their marketing campaigns. This includes distribution platforms such as an email service provider, mobile app push, or website widget. This number was closely followed by other personalization solutions including CRM, DPM, and content management systems (CMS), which were each marked as a priority for 60 percent of survey respondents.


In addition, when asked where they see an existing opportunity for omnichannel implementation over 83 percent of respondents marked evolving to meet customer expectations as the primary reason for building their omnichannel offerings, while more than 58 percent of respondents replied that their top reason for building personalization initiatives would be to focus on a more customer-centric approach.


Obstacles to Implementation


The preceding statistics leave one resounding question unanswered: With so much interest in expansion through omnichannel personalization, what are the main barriers holding these companies back from full-scale implementation? While 58 percent of survey respondents feel that their companies have sufficient budgets to implement omnichannel personalization, nearly half (41%) of survey respondents don’t feel that their companies have enough allocated to get the job done.


Interestingly, 60 percent of survey respondents work for companies making over $1 million dollars a year, along with another 40 percent of survey respondents whose companies make from $100 million to over $10 billion dollars a year. Despite these substantial budgets, half of these company representatives don’t disagree with the idea that their business is behind their competitors in terms of executing personalized customer experiences.


Plan Looking Forward


Perhaps this is why in a recent Periscope Study by McKinsey, over 71 percent of respondents listed personalization initiatives as either their utmost marketing priority or among their top three foremost priorities for the coming year. Among the channels which will be used to build personalization, McKinsey survey respondents listed email and social media as their primary focus. Email is also where NectarOM survey respondents saw the most opportunity for their companies to grow their personalization efforts. In fact, 100 percent of the individuals that NectarOM surveyed checked email as the primary channel where they saw potential for activation.


These results point to an increasing awareness among company leaders of how deploying marketing personalization initiatives across existing channels such as email and social media can increase sales and build customer loyalty. What remains to be seen is how these companies deploy these initiatives in the coming year and how each business’s efforts impact both their relationships with their customers and their bottom line.


Watch our session to learn more about our survey findings.

Our employees are what make NectarOM a special and diverse place to work. We have many people with different backgrounds and personalities, but each person has a passion for the work that they do. This month we want to highlight Sucheth Prasad! Sucheth started off his career at NectarOM as an intern, but he quickly became a full-time development team member as of June 2016. With a specialization in data integration and analytics, Sucheth is experienced at building statistical data models. Continue reading to find out first-hand from Sucheth what it is like to be a NectarOM development team member.

1. What is your title at NectarOM?

Initially, I began my career at NectarOM as a data analyst and integration intern. Now, I work as a developer.

2. How did you first learn about NectarOM?

While receiving my masters at the University of Texas at Dallas (UTD), I knew that I wanted to focus on marketing analytics. I was lucky enough to come across NectarOM while browsing through a list of promising and upcoming startups in the Dallas-Fort Worth area.

3. Before working at NectarOM, what was the most unusual or interesting job you’ve ever had?

During my graduate studies, I worked in the UTD food court. For a guy who only had IT experience, I had no idea what it was like to work at a food counter. It was a very different experience for me. Even though I loved cooking, I never knew the tremendous responsibility that was involved in cooking and serving hungry people during the busy lunch hours. After couple of weeks, I finally became accustomed to my work and thoroughly enjoyed the remainder of the semester.

4. How has NectarOM helped you in your career/personal development?

Previously, I worked for a large corporation. While I was there, my individual work felt insignificant. Most of my conversations with mangers or teammates were over the phone or by email. My involvement in team decisions were minimal. The overarching goal was to complete the assigned work within the given timeframe. However, while working at NectarOM, my opinion of the workplace changed. Now, I know every employee who works at NectarOM, and I feel that the people at NectarOM always respect my decisions and opinions. I feel like I have made an impact in each small success or failure within the organization. There is opportunity for every employee to play a role within the network of NectarOM.

5. What are 3 words to describe yourself?

Mediator, Practical, Empathetic

6. Describe a typical day at NectarOM for you?

My typical day at Nectarom starts by answering my emails and going through the list of things to do for the day. Afterwards, the development team always hosts a short meeting in the morning. I try to work first on projects that are well defined and can be completed without a lot of confusion or effort. After I make my lunch at the team kitchen counter along with my colleagues, I dive into a long uninterrupted work time during second half of the day. The overall work environment is open, so it is common to have lots or work or non-work related conversation between the employees.

7. What is the favorite part about working for NectarOM?

My favorite part about working for NectarOM is the ease of working in different roles and the autonomy at work.

8. What advice do you have for someone who wants to work at NectarOM?

If you love working in a dynamic fast-paced work environment where you can learn and implement new concepts on daily basis, then you would love being a part of NectarOM team.

9. When you were younger, what did you want to be when you grew up?

I wanted to be a cricket player. Growing up in India, it was the dream of every kid to play cricket.

10. If you could meet anyone from the past/present who would it be and why?

I am fascinated by the work of Indian mathematician-astronomer Aryabhata. If I ever get the chance to meet him, I would love to learn what inspired him to work on mathematics and astronomy in 500 CE.

As you can tell by his responses, Sucheth is always a positive force in the workplace. He consistently works with various members of the NectarOM team in order to achieve new and groundbreaking analytical results. If you want to know more about Sucheth, don’t be afraid to look him up on Linkedin: https://www.linkedin.com/in/suchethprasad/






Leverage big data for your omnichannel marketing strategies

Big data is everywhere, but do you know what to do with it?

Marketers are tapping into customer data to generate insights that have never been available before.

If you aren’t leveraging this gold mine of information, you’re missing out on a vast opportunity to surprise and delight your prospects and customers.

The problem for most marketers isn’t the lack of such data.

In fact, you’re probably sitting on a large amount of information gathered from various customer touch points—website, email, social media, call center, live chat, or in-store interactions.

All this information can be very overwhelming if you don’t have a plan to utilize it for your business.

What can you do with this data to advance your marketing and sales efforts?

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Optimize Pricing at Customer-Product Level

McKinsey has found that on average, a 1 percent price increase translates into an 8.7 percent rise in operating profits.

Yet up to 30 percent of all pricing decisions made by companies fail to deliver the best price.

The ability to analyze customer preferences and behaviors can help you fine-tune pricing of each product for individual customers to maximize profit.

Attain Greater Customer Responsiveness With Relationship-Driven Strategies

A Forrester study found that 36% of B2C marketers are actively using analytics and data mining to plan relationship-driven strategies.

These strategies have been found to increase customer acquisition, reduce customer churn, and improve existing products for more sales.

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You can leverage data and implement the insights with a robust customer relationship management (CRM) platform to build relationships with your customers. The key is to give them what they want when they want it to increase engagement, loyalty, and customer lifetime value.

Embed Intelligence Into Contextual Marketing

By bringing together evolving customer preferences and interactions across channels, marketers can now take contextual marketing to the next level.

When a customer enters a search term on your website or app, you can combine the search term with the customer’s purchasing history to improve the relevance of the search results and product recommendations.

Develop Customer-Centric Strategies

The use of customer data and single customer view  turns the focus from executing discrete campaigns to managing customer lifecycle.

Through improving customer experience across all touch points, companies are better positioned to cultivate long-term relationships that lead to greater customer loyalty and lifetime value.

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Optimize Go-To Market Plans Using Geoanalytics

Customer data can show you how demand differs across geographic regions.

Using this insight, you can align your sales and go-to-market strategies with territories that have the greatest sales potential to increase sales, improve supply chain efficiency, and reduce cost.

Identify VIP Buyers To Increase Sales

By analyzing average purchase amount, lifetime value, acquisition cost, and retention, you can identify your “VIP” customers that are of highest value to your business.

You can then focus your customer care efforts to nurture relationships with this segment with a personalized shopping experience and targeted content or offers to increase engagement and loyalty.

Deliver Consistent Omnichannel Customer Experience

The use of robust Customer Data Management (CDM) technologies is making it possible for businesses to orchestrate excellent omnichannel customer experiences across a selling network.

This allows you to effectively move prospects along the buyer’s journey to engage with and purchase from your brand.

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The technologies for tapping into the power of customer data are now available at your fingertips.

You can finally collect data, collate information, generate insights, and turn them into implementable strategies that will dramatically increase your marketing ROI.

Discover how NectarOm’s suite of tools can help you leverage customer data and take your marketing to the next level.

Benefits of Email Marketing

In a world where social media, blogging, and SEO take precedence, email seems like it would be on its way out the door. However, with the business world obsessed with acquiring consumer data, email marketing is not only useful but essential to companies.

Email marketing is one of the most effective and reliable channels for marketers to interact with customers. Here are three reasons why email marketing really works.

1.Easy Way to Reach Mobile Customers

Email marketing is an easy way to reach consumers on mobile without investing in new technology or software. Email channels already exist and are a traditional medium of connection, making it simple to reach consumers. According to a report by Pew Research Center, 52% of cellphone users in the U.S. access their emails via mobile phones. With many consumers constantly on the go, email marketing offers companies a way to send a greater volume of content to consumers in a quick and efficient manner.

Email is also accessible on devices other than mobile phones. According to a study done by Forrester Research, consumers opened 42% of retailers’ emails on smartphones and 17% on tablets. Essentially, nearly 60% of email marketing messages also double as mobile marketing messages. This versatility puts email at an advantage in comparison to text messages and SMS messaging. Consumers are more inclined to open email messages because emails are more accessible. Texting, on the other hand, is only available on mobile devices. Email is also free for the consumer and company while texting risks the chance of an incurred charge on the customer’s end. This diminishes the satisfaction of customer experience and can drive customers away. Also, email marketing is an easier access point for consumers and conveys more content that is useful to consumers.

2. Email is a Transactional Medium

Consumers see emails as a way to get offers, coupons, promotions, and in-stores sales. Email marketing deals drive in-store sales, making product emails key to getting consumers to engage with a product. A study performed by Nielsen found that 27% of online shoppers subscribe to emails in order to save money. 64% of consumers have printed out coupons found on email marketing campaigns.

Since customers expect to see offers and promotions in product emails, they are more likely to be in a buying state of mind. In turn, this can turn into increased revenue opportunity for companies. E-coupons are becoming a huge business with the growth of online sales, and email marketing is at the heart of it. Email marketing reaches out to online bargain hunters and provides consumers with a way to save online and in store. The transactional framework that email marketing provides also allows companies to personalize more toward consumers, engaging them more and further increasing sales opportunities.  

3. Tells You What Works

Email marketing allows companies to see what works and what doesn’t. The data obtained from email marketing provides metrics to see how emails are performing and what companies can do to improve email strategies. These insights allow companies to market their products smarter and better. Learning what works because of email marketing also gives companies a better understanding of the needs, interests, and desires of the consumer base. Companies can see the clickthrough rate of an email, which can then provide data as to how shoppers interact with the online shopping platform. Companies use the information provided by email marketing to not only cater to what consumers are looking for, but to better improve the interaction between consumer and company. By using email marketing, companies can track customer activity and better serve their interests.

Some say email marketing is dead. However, email marketing works. It keeps customers engaged and opens channels of communication between the company and its customers. With email marketing, companies can be in the right place at the right time.