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Consider the following email marketing statistics from a recent consumer research study of British consumers:

  • The average person's inbox has 260 unopened emails, 56% of which are from brands.
  • 60% of those people who never open brand emails admitted they would if the subject line were personalized.

The above facts tell us that consumers find impersonal marketing communications—let's call it "brand spam"—irrelevant as well as annoying.

Often, unread emails from brands are those the consumer initially elected to receive, a process we call "self-selecting." Self-selecting is defined as ignoring emails originally requested but no longer relevant by the time they reach the individual's inbox.

The solution to eliminating brand spam is to provide greater context for improved personalization. At Webtrends, we call this "contextual personalization."

Is Your Website Welcoming?

Some marketers believe that one-to-one personalized email is a Holy Grail, but you can engage with your customers on a different level in other areas. Your website, for example.

Do you provide a different experience to registered users compared to those who are unknown? For example, show a small banner saying, "Welcome back, (insert name)" to returning visitors.

Also, consider website personalization and social interaction to get closer to consumers through a less formal approach.

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image of Kathy Stromberg

Kathy Stromberg is vice-president of marketing at Webtrends.

LinkedIn: Kathy Stromberg