The retail trade, on the other hand, had not always given enough importance to this aspect and in many cases the e-mail was used as a simple container for a digitized paper flyer : messages often distributed, without well-defined target (only customers? prospects? former customers?) and without personalized content, with poor performance especially in promotional mailings (as also suggested by historical data from MailUp's Statistical Observatory) Also in 2020, sector mailings did not report any particular turnaround, with interaction rates always Image Masking Service remaining below 15%, both for newsletters and promotional emails, with more positive results only in the B2B sector. This data speaks for itself: smarter and more strategic use of data, segmentation and profiling of users into specific clusters is needed, followed by the creation of personalized campaigns to increase the relevance of messages and lay the foundation for more intimate and direct communication. relationship with the customer.
Retrieve blocking experiences across all channels of the customer journey In the customer journey, redesigned after the great digital acceleration of 2020, it would be a mortal sin to miss the opportunity to give a clear discontinuity to the efficiency of its direct contact channels. The concept of cart recovery – perhaps the first automation created in Image Masking Service e-commerce – needs to be expanded and “omnichannel” to the recovery of “blocking” experiences of all kinds. This means asking, "How much do companies 'leave on the plate' during unsuccessful physical store visits?" “How much do they leave on the plate for possible online purchases that are not converted, but possible with an ad hoc reader to store or vice versa? “How many prospects and undecideds are abandoned in the middle of the purchase journey, without giving the possibility of a multi-channel contact?
In other words, you must: analyze in depth each touchpoint of the customer journey identify the elements that hinder the completion of a conversion implement strategies and technologies that make the shopping experience more fluid and in line with Image Masking Service consumer needs Leverage data to base the buying journey on customer choices The “intelligent database” within the marketing stack becomes essential to accompany and help the user throughout the purchase process, online and offline, and not only when a transaction is not concluded. And it turns out to be the fundamental tool, even in the phases preceding the customer experience, through which you can build upstream a personalized journey adapted to the user, according to expectations and preferences.