Batch-and-blast emails are ineffective when trying to reach customers who are at different phases of their relationship with your brand. Because no two customers are the exactly the same, data-driven marketing is key in crafting a customized experience for each of your purchasers.
Having access to data like purchase history, along with predictive order dates, dynamic product recommendation fields, and customer scores allows you to guide your customers to their next purchase, automatically. Customers are more likely to respond to personalized campaigns based on this data, which can ultimately lead to increased revenue and retention.
This is true for Artbeads.com, the world’s largest online beading community, who develops a specific, personalized experience for each customer based on data like purchase history, birthday and customer anniversary.
For instance, they trigger automated product education emails after customers buy certain products as a way to make sure that their customers are satisfied with their purchases and are knowledgeable on how to best use these items. They also utilize automated replenishment emails for products that need to be purchased on a recurring basis as a way to reminder users of their last purchase and motivate them to make another order.
Artbeads.com also sends a “Happy Birthday” email each year if they have a birthday recorded for the customer. These emails see such a great conversion rate that they created purchase anniversary emails to duplicate the personalized, celebratory experience.
These campaigns have very high levels of customer engagement, which bodes well for their retention rates. In fact, Artbeads.com’s automated, personalized emails show a 183% increase in opens when compared to their standard promotional emails, and have helped to raise the number of repeat buyers by 73%.
To learn more about how Artbeads.com leverages personalization in its email marketing, download the full case study.