Promote clicks with personalized email communications.

Ecommerce retailers: Personalize messages for greater success

Email distribution lists have helped ecommerce retailers reach shoppers more effectively than is possible with other channels. However, new research suggests it may be time for online sellers to update their business email strategies.

According to the latest Ecommerce Quarterly from Monetate, email marketing referral traffic and conversions rates leading to ecommerce sites have declined since last year. Specifically, while Q2 2012 experienced a referral rate of 3.75 percent, this figure dropped to 2.36 percent for Q2 2013. Additionally, conversion rates fell from 3.56 percent to 3.34 percent year over year.

However, ecommerce outlets that use email marketing shouldn't despair. The channel still remains the most effective in terms of conversion and referral, with only social improving year over year. Furthermore, Monetate suggested personalizing emails.

Amazon already does this, sending out marketing messages to consumers based on past purchases and browsing behaviors. Monetate termed this "open-time personalization," as it requires online businesses to behave more intelligently and responsively. For example, if a blizzard is in the forecast, this may be a perfect time for sporting goods retailers to mail missives advertising coats, boots and other weather-related gear.

Personalization may grow increasingly important, as the number of retailers opening up shop on the Internet only grows and begins to push into shoppers' inboxes. In fact, another study from Daily Deal Media reported that 71 percent of merchants tout email as their most effective marketing channel. However, only 17 percent are satisfied with their online marketing strategies.

A good place for ecommerce businesses to begin is with a comprehensive and targeted email marketing list. With this resource, online sellers can make sure their efforts to create personalized content aren't going to waste, and their messaging is being delivered to those most likely to open and click.

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