2019 Retail Email Benchmark Report

Segmentation is Not a Proxy for Personalization

Retailers that focus on relevance by going beyond simple segmentation see the biggest returns. Achieving this level of personalization requires insight into interactions between individuals and the products with which they engage.

Seasonality Counts for Far More Than a One-Time Spike

Seasonal events like Prime Day and Black Friday provide a unique opportunity to acquire new customers. But retailers should use these events for more than a one-time spike, focusing long term on retaining those new shoppers.

Not All Customers Are Equal

Each customer’s individual profile, including typical spend, purchase history and lifecycle stage, impacts email engagement. Marketers must differentiate among individuals based on these characteristics to increase relevance.

Long Term Views Deliver Long Term Results

The most successful email marketing programs take a long term view. Retailers should be wary of short term efforts and focus instead on the aggregate view of customer engagement and email’s ability to drive revenue.