Email Marketing And The Importance Of Personalization

By Michele Salerno, Director of Marketing, Asst. VP

For small to midsize businesses (SMBs), email remains among the simplest and most cost-effective ways to reach consumers, delivering ROI of up to 3,800 percent, according to the Data & Marketing Association (DMA).¹ And, personalized emails can increase conversion rates, basket sizes, and repeat business.

Yet, a recent survey of 140 retailers found 120 of them would receive a failing grade for their email marketing campaigns, as they do not understand the power of using digital marketing to reach consumers.

The Power of Email

“For too many SMBs, the inclination is to just continue with the norm. Typically, you have to show them statistics and make them jealous by showing them how well their competition is doing with its email marketing campaign,” says Emerson Scherer, digital marketing manager at Celerant Technology.

Scherer says he has changed potential clients’ minds when they see the benefit of segmented email marketing software and services. With direct integration to point of sale data, companies can define segments based on live customer relationship management/sales data, allowing them to send personalized email campaigns to the right users at the right times. The goal is to increase open and click-through rates, ultimately generating additional revenue.