This document discusses the benefits of email personalization for marketing. It notes that personalized emails have higher click-through and conversion rates than non-personalized emails. Personalized content in emails can be tailored based on users' website interactions. Personalization improves conversions, sales, average order value, customer loyalty and engagement, marketing ROI, and competitiveness. The document recommends focusing on improving user experience through personalization rather than alarming users.

2. Introduction
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Did you know?
Personalized emails improve click-
through rates by 14%, and conversion
rates by 10%” – Aberdeen Group
• Emails are one of the most effective
marketing tools for lead generation.
• Email personalization strategy is crucial in
the bigger picture of ecommerce
personalization.
• Personalized emails are more targeted and
evoke a more favorable response.
• According to a survey; 95% of email
marketers see an open-rate increase with
personalization.

3. Role of Dynamic User Content
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“Segmented and targeted emails
generate 58% of all revenue” – DMA
• With modern email personalization
content is sent to users based on content
viewed/ nature of interaction etc.
• For example
• A brand selling shoes could send out mails
for shoes for men/women post a visit.
• This could be followed up with an email
including a discount coupon on a preferred
pair of shoes the customer had viewed or
spent most time on.
• Bottom line, segment and target your
customers effectively
Ninety-six percent (96%) of
organizations believe that email
personalization can improve email
marketing performance

4. Ecommerce and Email Personalization
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• Email personalization in eCommerce can be categorized into the following broad
categories, based on the intent of the email
Getting Discovered
Emails sent to users who are
currently not your customers to
gain mindshare. Increase
personalization as you gather
more information.
Increase Customer Lifetime Value
Emails sent to your customers to
drive more sales leveraging their
purchase history – introduce new
products, cross-sell, up-sell and
more.
Improve Conversion
Offer promotions and coupons
to customers to convert your
abandoned shopping carts into
order.
Get them back your Store
Use order history and personal
information to bring back
customers who haven’t
purchased from you in a long
time
Stay on top of Mind
Emails sent to stay on top-of-
mind of customers like account
status (transaction emails,
reward points, etc.) emails,
holiday greetings, birthday
wishes, etc.

5. What can you Personalize?
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• Subject line,
• Addressing the user by name,
• Share content of Interest (DIY guides, How to use the product videos, etc.),
• Promote relevant products, and
• Offer relevant promotions.

6. Benefits of Email Personalization
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• Improve Conversions
– Leads who are nurtured with
personalized content produce a
20% increase in sales
opportunities – DemandGen
Report
– 60% of abandoned cart emails
generate revenue and most of
that revenue occurs in the first 24
hours of the email being sent –
Salesforce’s Exact Target
• Increase Sales
– Personalized emails deliver six
times higher transaction rates
than non-personalized emails –
Experian
– Relevant emails drive 18x more
revenue than broadcast emails –
Jupiter Research

7. Benefits of Email Personalization
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• Increase Average Order Value
– 77% of consumers are likely to
make additional purchases if an
option that matches their
preferences is presented to them
in a personalized email from a
merchant or retailer – Listrak
– 53% of marketers say ongoing,
personalized communication with
existing customers results in
moderate to significant revenue
impact – DemandGen
• Improve Customer Loyalty and
Engagement
– 35% of Amazon’s consumer
purchases come from their
personalized recommendations –
McKinsey & Company
– 74% of marketers say targeted
personalization increases
customer engagement –
eConsultancy

8. Benefits of Email Personalization
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• Greater ROI for your Marketing
Efforts
– Marketers see an average
increase of 20% in sales when
using personalized web
experiences. – Monetate
– The top reasons email users
unsubscribe from a business or
non-profit email subscription are
too many emails (69%) and
content that is no longer relevant
(56%) – Chadwick Martin Bailey
• Stay Competitive
– 80% of marketers define dynamic
personalization in emails as highly
important – Adobe and DMA
– 94% of customer insights and
marketing professionals across
multiple industries said
personalization is “important,”
“very important,” or “extremely
important.” – Conversant

9. Conclusion
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Email personalization takes ecommerce personalization a step ahead; while the data
used depends on the relevant industry business and tools used.
Focus needs to be centered around improving overall user experience not in freaking
them out.

10. For more information
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