March 3, 2014, 12:50 PM

Sponsored Special Report: E-mail marketing gets personal

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"E-mail is one of the top applications consumers access on their smartphones, so retailers want to be sure to create their e-mail templates using responsive design so content not only renders properly on smartphones, but other devices," Taylor says.

Another challenge retailers face in using e-mail as part of a personalized, cross-channel marketing strategy is determining how e-mail marketing contributes to sales in other channels, particularly if the consumer does not click through in response to a message. In these instances, retailers can link loyalty program activity data to e-mail to determine if a consumer who received an e-mail purchased in a store.

"Through linkage techniques employed by its database team, a retailer can link the purchaser to the promotional event and make a confident allocation of the sale," Hassemer says. That store transaction data adds another data point that e-retailers can use to personalize future e-mail messages.

Ultimately, striking the right personal and conversational tone in e-mail comes down to delivering compelling, relevant content in a timely manner. "Engaging consumers on a personal level is all about having the right package of design, subject line, content and call to action, and evolving that package as consumers' interests and behaviors change," Taylor says.



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The 2014 Digital MarketerPresented by Experian Marketing Services
Get the must-have benchmark and trend report for every email marketer

How does your email marketing stack up against the world's top retailers?Presented by dotMailer
Find out how well (or badly) the world’s top online retailers use email during and after purchase in our new whitepaper.

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