Email in a rut
Although still the best marketing channel for return on investment, email has slowly seen a decline in productivity. A recent report by Venture Beat Insights found a decrease in click through rates and an increase in unsubscriptions. It did, however, highlight that email is still the preferred marketing channel for customers.
This decline is due to irrelevant, generic content being pushed out to recipients who have less time and patience and are seeing higher volumes of marketing emails crowding their inbox.
However, the report also showed overwhelmingly that personalised emails counter this trend with companies continually reporting an increase in open rates and click-through rates when sending emails that are personalised to their customers. In fact this technique also affects their revenue and has shown to increase transactions by 500-600%.
Personalisation works because recipients like to receive information that is relevant and of personal interest to them. When conducted properly this type of communication has been proven to prompt sales, increase engagement and generate loyalty.
To find out how Photospire can help you benefit from personalised email marketing then please get in touch here.