In a landscape saturated with marketing messages vying for consumer attention, personalisation has emerged as a beacon guiding brands to foster deeper connections with their audience. The e-commerce industry is witnessing a paradigm shift where marketers are gradually moving away from a ‘blast to all’ approach to more targeted and personalised communication, saving both time and resources.
Eighty per cent of e-commerce brands already use email marketing as a primary retention channel to build long-lasting customer relationships. But with email separate from your SMS marketing, loyalty program, subscriptions, and more, you’re often left with disjointed customer data and therefore a disjointed customer experience. After all, data is the driving force behind personalisation.
That’s exactly what Yotpo, an e-commerce retention marketing platform, set out to solve. Yotpo Email is a new email marketing solution that enables e-commerce brands to create captivating, multichannel experiences that keep shoppers coming back – resulting in more efficient operating costs, and better retention.
Why brands are paying too much
Historically, email marketing vendors have set their pricing based on the size of a brand’s contact database. While seemingly straightforward, this approach hides a growing concern – database degradation. Industry data suggests that marketing databases degrade by about 22.5 per cent every year. This means that almost a quarter of a database can become obsolete annually.
In line with this trend, Yotpo Email offers a pricing strategy based on the volume of emails sent rather than the database size. This approach is not just cost-effective – with brands reporting an average saving of around 40 per cent – but also facilitates targeted communication, where messages are tailor-made for segmented audiences, thereby increasing engagement.
The journey towards sustainable growth
As we steer towards a future where every message counts, it’s not just about reaching inboxes, but about resonating with individuals, understanding their preferences, and creating experiences that are both personal and memorable. The emphasis is shifting from acquisition to retention, with a focus on building relationships that are long-lasting and mutually rewarding.
With one true view of the customer, connected across the entire platform, Yotpo Email empowers brands to understand customer behaviour better, identify more opportunities to engage them and tailor those engagements for higher impact. Access your data in one place, and unlock even more data points with Yotpo Loyalty, Reviews, and Subscriptions to create truly one-of-a-kind shopping experiences.
Approach every shopper in the most seamless, meaningful way along the path to purchase: at the right time, with the right message, on their preferred channel. Orchestrate the perfect multichannel experience informed by your engagement data, triggering timely, personalised texts and emails (without extra work!) and clearly tracking revenue from each source.
Moreover, these innovations come with the promise of efficiency, freeing marketers from the clutches of administrative tasks and offering them the space to unleash their creativity, forge connections that are genuine, and tell stories that are compelling.
To learn more about how brands are saving whilst increasing their email engagement rates, visit yotpo.com to learn more.
