Using demographic-specific images in emails can boost click-through rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 31, 2019, 4:30 AM UTC

This increase can be around 29%.

In this piece, the author suggests measures that brands can take to improve email marketing through personalisation. An Adobe study cited in the article highlighted that personalisation would be “the single most important capacity for marketing” in the future.  

When sending out emails to consumers, brands must include the customer’s first name in the message and also use targeted phrases that can indicate to readers what they will get out of the email. Using demographic-specific images and designs, keeping consumer preferences in mind, can boost a brand’s click-through rates by 29%.

The author also recommends integrating email platform with CRM. It can also help to segment contacts in an email list on the basis of location, style, gender and interests. Brands could deliver personalisation by leveraging information gathered through surveys and sign-up forms.

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