Email and the Customer Experience: A Guide to Improved Acquisition and Loyalty
Email can be utilized by retailers in every step of the customer experience, from acquisition to engagement to purchase to post-purchase to retention. However, that’s only possible if you have complete and accurate email data for your customers, which many retailers do not.
Likewise, if you do have a customer’s email address but know little to nothing else about them, then that email address isn’t nearly as valuable to you as it could be. Appended with demographic, behavioral and psychographic data, an email address becomes a portal to one-to-one communication with a customer.
And just as it’s been proven that retaining existing customers is more profitable than acquiring new ones, so too has it been proven that sending personalized, relevant email messages increases conversion rates compared to a batch-and-blast approach of sending the same message to an entire list.