Marketers looking to reach an online audience via emails must remember that consumers have ample tools that allow them to prioritize and filter their inboxes, so well-targeted content is key to catching clicks. A new survey from Alterian relayed by eMarketer indicates that marketers are trying to appeal to consumers with custom deals.
According to the survey, nearly half (42.9 percent) of marketers say they segment their audiences to deliver unique messages. More than one in 10 say they take this customization even further, offering emails based on individual customers’ preferences.
Marketers also look at emails as one of the best channels for personalized outreach. Nearly two-thirds (72.2 percent) said email marketing was their top tactic for creating a unique customer experience. Websites and social media were other top channels for personalization, but they lagged far behind email, with 56 percent and 53 percent of respondents citing them, respectively, as top channels for customization.
For marketers, this indicates email is a necessary marketing channel to reach customers with personal messages. Brands that employ customized email messages may find they pay off. As Brafton recently reported, a recent survey from Efficient Frontier suggests email marketing offers better results for fewer dollars.