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Innovating Email – Part 3: personalised email marketing

As previously explained in earlier blog posts, personalised email marketing is a hot ticket for e-commerce retailers. Online shoppers need something that spikes their curiosity, and unfortunately a generic email sent to thousands of users simply isn’t as effective as something more personal. It’s also worth noting that Gartner Inc. predicts that companies who haven’t fully committed to personalising their marketing emails will be overtaken by companies who have by an astonishing 20 percent by 2018.

This alone should be enough to encourage companies to embrace email personalisation as one of their main marketing strategies. Especially when you consider that 42 percent of online marketers believe they don’t have the necessary skills to successfully instil micro-segmentation as part of their marketing efforts.

Make personalised email marketing a Habit

Many companies and marketers can be dissuaded from email marketing, as it may seem like a time-consuming hindrance. But companies can start personalising emails straight away, while they get used to micro-segmentation and how to use this method moving forwards. The first step is as simple as addressing a customer by their name when emailing them.

This may sound very simplistic, but for some e-commerce businesses this is harder than it sounds. Linking purchase and email data allows you to do this, so you can at least address the people who've bought from you by name, if (like many companies) you don’t ask for their name on email sign up.

It's little touches like this that make the difference as to whether a customer decides to interact with your company or not.

Get to ‘know’ your customers

The second step we’d suggest requires the marketer to think about their business model and how best to serve customers more relevantly. This can be based on a knowledge of what different items/categories their customer buy for very specific reasons.

For example an online pet food store has dog and cat owners that should get different messages (unless of course they have a dog and cat!), an online grocery specialist might have vegetarian customers. A cosmetics business may have customers of certain skin types and so on. All of these customer segments should be catered for through dynamic micro-segmentation and the provision of relevant product images and promotional offers within an email. Some retail customer intelligence software that integrates with email service providers like MailChimp allow retailers to dynamically update information about each individual customer within their email list. This means that for both automated and one-off campaign newsletters retail marketers can inject personalised content (i.e. products and offers) into their email templates dynamically.

Please get in touch by mailing: hello@rais.io if you have any questions about this

In the near future, the best in class e-commerce SME retailers will tailor emails to each individual with dynamically updating content that suggests what each individual customer might like at the right level of discount. And - most importantly - they will optimise this over time by leveraging technology that employs machine-learning algorithms.


Did you read all the posts in this series? Here's a link to post 1 and post 2 in case you missed them