Earlier today, Dotmailer released the 2016/2017 edition of their annual marketing benchmark report 'Hitting the Mark', which explores best practice across top retailers in the US and UK markets. Looking at first impression welcome emails, abandoned cart emails and newsletters with recent promotions, reports like this are extremely useful in understanding what drives customer engagement and how top companies are responding to that demand.
Seeing how other companies personalise the customer experience in their emails can be an inspiration for your future campaigns and improve your overall performance. Without the right strategy, it is quite easy to go sideways and fail to deliver your message, but when it is done correctly email marketing can become your most effective asset.
Now more than ever, email marketing strategies must be personalised and carefully targeted to the customer. Recent research commissioned by the Direct Marketing Association and dotmailer found that consumers are now receiving an average of over 21 emails every week – leading to widespread email exhaustion.