Consumers Say They Want Relevance, Not Just New Products, in Email November 20, 2020, | Posted by Guest

Here at Site Impact, we’ve made no real secret of our belief that email marketing works best when it’s done with a customer-first approach. The science backs it up, too: customer-centric campaigns consistently perform the best across industries. Therefore, it’s important for brands and marketers alike to listen whenever their audiences specifically state what they want. In the case of consumers, heading into the holiday season, they are saying that they want more than just discounts or new product announcements. They want relevant information--and that includes suggestions based on their purchase history and other information.

Relevance gets the clicks

Throughout this year, there has been one constant that marketers have seen when it comes to email campaigns: while engagement is up, it isn’t up for just anyone. Those businesses that focused on providing highly relevant content in their email marketing campaigns have already fared much better, and more consistently, than those who floundered with broader messaging. More to the point: a study from earlier this year conducted by Dyspath and SurveyMonkey found that a majority of consumers (59.4%) prefer suggestions based on their purchase history to notifications of new products. Of course, this plays out a little differently during the holiday shopping season. Right now, most consumers are more invested in shopping for others, rather than themselves. But the basic premise remains: relevant content, targeted to the specific concerns that your audience is dealing with, will get more clicks--and therefore more conversions--than just big deals and new products.

What’s in it for them?

The big question that any email marketing content has to answer is “What’s in it for me?” and this holiday season is only showing that need more strongly. While usually the winter months are an opportunity to rely on generalized sentiment, this year targeted, tailored information is going to be far more effective. Yes: people are shopping hard for deals, especially those most impacted by struggles due to the uncertain economic environment. But just a deal isn’t going to get the results that you’re looking for in your email campaign. Additionally, there is an even higher volume of emails going out than usual; to stand out from the crowd, you’ll have to get straight to the point and communicate clearly. The biggest thing to communicate? The fact that you know what it is your audience is looking for. Shipping options, flexible pickup possibilities, and more are going to be major perks to highlight--but each group that you market to will have its own specific concerns.

When it comes to email marketing, campaigns perform best when they put their audience as the focal point of their planning. While it may seem easier to highlight deals and offers, it’s going to be especially important this year to tailor messages to the concerns that your audience is facing. Targeted, tailored content that gets straight to the point about the benefits of choosing your business over another will win the day. Contact Site Impact to learn how we can help you reach out to the best audience for your products and services.