Ironically, mobile devices were expected to keep people connected, always! Today, with over 270 bn emails being sent every day, the mobile devices are now inundated with communications that seldom wins over the attention of the recipient . In a day, the average number of emails received by a user is 121. Perhaps that is why the only place where people do not mind a ‘divide and rule’ policy is: brand communication.
The Publish or Perish analysis report of 380 CMOs by Forbes found that marketers that deliver personalized web experiences are getting double digit returns in marketing performance and response.
With the engagement rates on retail emails being as low as 2.83% (global), it becomes even more important to bring in context to content that is delivered to the customers. And that holds true for any ecommerce website. For instance, Voonik, a leading woman’s online marketplace, was faced with a similar tussle: What worked for one consumer may irk others. Hence it wanted to bring freshness to their content and increase engagement and revenue. They wanted to enhance customer experience by ensuring customers received the same updated content on their emails as in the website.
Therefore, it is necessary that each marketing communication a brand sends out to a consumer is hyper-personalised and real time. The solution it employed works on a 10,000 rule algorithm to help users find the right product on the basis of filters like skin tone, body type and preferences and this content is reflected real-time on each email communication they sent out to customers.
The result was 26% increase in the session time through email as a channel. 118% increase in the brand’s overall revenue through real-time and urgency based email. 10% increase in the overall engagement
from subscribers.
Mr. Kalpit Jain to provide insights on why brands need to deliver real-time content to the right audience on different marketing platforms to remain relevant to them.
