Ebook-Email-and-Content

Email is here to stay
In the United States, more than 90% of adults use email¹. We
send approximately 74 trillion emails every year, and people
sent and received approximately 269 billion emails per day in
2017. There are now an estimated 3.7 billion email users online
– and these metrics will only increase. A strong email marketing
strategy is critical for success, and brands that don’t adapt are
leaving revenue on the table.
Email is an effective marketing tool for several reasons.
Thanks to recent developments in technology, companies can
personalize the consumer journey in real-time, delivering
relevant content in the moment based on past behavior and
predicted future needs. Accenture reported that 56% of
consumers are more likely to shop at a retailer that recognizes
them by name, and 65% are more likely to shop with retailers
who know their purchase history.
Consumers expect messages to be personalized – especially if
they’ve shared data with a retailer or brand. If this data is not used or is used erroneously, retailers risk unsubscribes. Ultimately,
personalization creates loyalty; consumers expect to feel known and cared for throughout each email campaign. Brands can
deliver this through segmentation and personalized campaigns like welcome series, product recommendations, cart recovery and
post-purchase emails.
Brands must listen to shoppers and offer a relevant, personalized experience from the beginning of the customer journey to the end
– those that do gain an impactful advantage.
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