THE STATE OFPERSONALIZATION IN EMAIL

15%

PERSONALIZATION IS REVITALIZING EMAIL MARKETING

The degree of personalization respondents encountered within emails from retailers greatly varied by region.

The greatest amount of personalization, 68%, was experienced in Asia.

Consumers polled on whether they felt email content from retailers was personalized for them:

EuropeNorth America

100

80

60

40

20

0 Strongly

AgreeAgree

Perc

ent o

f rec

ipie

nts

polle

d

Disagree Strongly Disagree

Asia

5% 10%

18% 20%

44%

68%

45%

25% 30%

13% 8%

THE PERSONALIZATION OPPORTUNITY IN NORTH AMERICA

While most polled in NA reported they did not receive personalized emails, the majority claimed they would respond favorably if content had been personalized.

This overlap contributes to 37% of missed opportunities.

Would Respond Favorably if Personalized

Felt Content was Personalized

37%GAP

75%DisagreeAgree

25%

38%

62%

Nor

th A

mer

ican

Res

pond

ents

THE PERSONALIZATION OPPORTUNITY IN EUROPE

Most polled in the EU reported they received personalized emails, and an even greater majority claimed they would respond favorably to content tailored specifically for them.

This overlap contributes to 20% of missed opportunities.

Would Respond Favorably if Personalized

Felt Content was Personalized

20%GAP38%

DisagreeAgree

62%

18%

82%

Euro

pean

Res

pond

ents

THE PERSONALIZATION OPPORTUNITY IN ASIA

Most polled in APAC reported they received personalized emails, and an even greater majority claimed they would respond favorably to content tailored specifically for them.

This overlap contributes to only 11% of missed opportunities.

Would Respond Favorably if Personalized

Felt Content was Personalized

11%GAP23%

DisagreeAgree77%

12%

88%

Asia

n Re

spon

dent

s

FLOODED INBOXES PERVADE ALL REGIONS

The largest ratio of those polled stated receiving 5-10 emails a day. Though not far behind, many reported 15+ emails hit their inbox in a given day.

Source: Criteo 

18%

EuropeNorth America

100

80

60

40

20

0

0-5 5-10

Perc

ent o

f rec

ipie

nts

polle

d

10-15 15+

Asia

27% 34%33%

27% 26%

35%

21% 22% 25%

20%

8%

13%

Consumers polled on how many emails they receive from a variety of retailers on a daily basis:

Dynamic Yield surveyed more than 550 global consumers to find out.

The results show that people want and expect more quality, highly curated, and personalized email messaging, presenting an enormous opportunity for retailers to resonate with superior experiences and regain trust from within the inbox.

WHY AREN’T ALL RETAILERS PERSONALIZING EMAIL EXPERIENCES FOR CONSUMERS?

THE PROBLEM WITH EMAIL FATIGUE

71% of consumers state that they receive 5-15+ emails each day from a variety of retailers.

BUT just under 40% of respondents claimed to open 1-2 emails per day, where the lions share of clicks take place to a retail site or app.

EMAIL TO PURCHASE PREFERENCES

1/231%45% Just under half of respondents, 45% stated if an email

inspired them to purchase, that transaction would typically take place in the evening, after dinner.

Though not far behind, 31% of survey respondents preferred a mobile phone for a transaction inspired from an email.

Exactly 1/2 of survey respondents stated if an email inspired them to purchase, that transaction would typically take place on desktop.

THE ANATOMY OF A PERSONALIZED EMAILI’ve noticed that the following elements of emails from retailers are personalized for me.

37% “Promotions are catered to me based on my history or preferences.”

24% “Subject line feels like it was written with me in mind.”

23% “Products or content highlighted within the email is relevant to me.”

Consumers are aware of the tactics retailers are using to personalize experiences for them!

Optimizing product recommendations, content, offers and even messaging is not just a nice-to-have, it’s expected.

STRATEGIES FOR A MORE ENJOYABLE EMAIL EXPERIENCE

Deliver relevant product recommendations.

Offer targeted promotions and discounts.

Enhance product discoverability.

Alert recipients of product availability.

Retailers don’t need to stop sending emails, but they do need to retire a spray and pray mentality for more tailored communications!

1

2

3

4

THE AMAZON ADVANTAGEConsumers cited Amazon as their favorite retailer to receive emails from.

What does amazon.com do well that can be translated into the email experience?

Make it easy for users to find what they are looking for.

Get to know users better in order to deliver highly targeted experiences.

Providing information on products and access to what other customers love the most.

1

2

3

Didn’t realize retailers sent coupons if items are left in a shopping cart

Will often wait to purchase in anticipation of an email discount

Don’t check out until they’ve received a deal

43%

43%

18%

OFFER HACKERS

TO RECAP…

1 Users want and expect emails to be personalized And while some regions are already feeling the benefits of individualized communication, there’s a lot more opportunity.

2 Consumers receive upwards of 5-15+ emails a day from a variety of retailers each day But only a few of those emails will ever get opened, let alone clicked through to a retail site or app.

3 Desktop is still the reigning champion of transactions made from emails Though mobile phones are catching up, inspiring users to purchase on-the-go.

4 Compelling offers prove most enjoyable The likelihood an individual will interact with an email increases dramatically with the right promotions and discounts.

5 Amazon is the customer experience gold standard Consumers want their favorite retailers to deliver highly targeted emails, surfacing and offering information of relevant products.

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