Discover the latest email strategies to grab the attention of your customers
Why It Matters:
Marketers will see the growing importance of email personalization and relevance in driving consumer engagement during the competitive holiday shopping season.
The Big Picture:
- 36% of consumers open emails due to personalized content, a 227% increase YoY.
- 32% value relevant offers, while brand identity resonates with 14% of consumers.
- 23% want fewer emails, but 43% seek more from trusted brands, emphasizing the need for strategic engagement.
Download the complete Consumer Shopping Intentions for Holiday 2024 Report
The Importance of Email Personalization
Personalization and relevance are important trends to watch in email marketing, as they increasingly influence email engagement.
As depicted in the graphic above, Optimove data revealed that 36% of consumers open marketing emails primarily due to email personalization, a significant jump from just 11% in 2023 – representing a remarkable 227% increase. This shift highlights the growing importance of tailored, personalized, and relevant messaging to capture customers’ attention during the bustling, highly competitive holiday season.
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Relevance: A Top Reason Consumers Open Marketing Emails
In addition to email personalization, 32% of respondents note relevant offers as their second reason for opening emails. While enticing deals and discounts attract 13% of consumers, brand identity resonates with 14%. This data reveals the need for brands to align their messaging with the values and preferences of their audience.
Download Now: 9 creative email tactics
Message Amount: Striking the Right Balance
Nearly a quarter (23%) of consumers want fewer emails from brands they subscribe to, with 7% feeling bombarded by excessive communications. This signals a critical need for brands to strike a balance, ensuring they engage without inadvertently alienating their audience.
On a brighter note, as shown in the chart above, 43% of consumers are eager for more communications from trusted brands to guide them through their holiday shopping journeys. The challenge for marketers lies in crafting personalized and relevant messages that enhance the shopping experience at every touchpoint.
Master Email Deliverability
For marketers seeking to hone their email effectiveness, read our blog: Mastering Email Deliverability for Holiday Campaign Success.
In Summary
Marketers must leverage email personalization and relevance during the holiday season to significantly boost email engagement and long-term loyalty. By carefully balancing communication frequency and delivering meaningful content, brands can forge strong, long-lasting customer relationships.
eBook: 9 Creative Email Tactics
Download this eBook to find new ways to “wow” customers and cut through the clutter with engaging, relevant emails.
For more insights into shifts in consumer behavior that drive success in the 2024 holiday rush, download the complete report.
For more details on how to optimize your holiday marketing strategies, contact us to request a demo.
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