• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
Coherent Path granted patent for our predictive customer journey mapping technology. Learn more→
Coherent Path Logo

Coherent Path

Personalized Email Diet For Every Customer's Tastes

  • SOLUTIONS
  • Why Coherent Path
  • RESOURCES
  • EVENTS
  • REQUEST A DEMO

3 Things Every Retailer Can Learn From Email Test Sends

August 8, 2017 by Coherent Path

In the age of the customer, personalization has become critical to retail marketing success. Email personalization, specifically, has proved particularly effective, improving clickthrough rates by 14 percent and conversion rates by 10 percent, according to Aberdeen Group.

If it worked once…

Despite the proven value of email personalization, however, many retail marketers continue to rely on inefficient legacy tactics. The creative teams churn out emails based on what worked last year or what merchandising wants to feature and highlight a single category (e.g., black dresses) or theme (e.g., casual shoes) for the day and “batch and blast” to their entire email list. They blindly repeat this process with each email, and perhaps — best-case scenario — they implement some form of segmentation, or incorporate product recommendations (e.g., “You May Also Like”) at the bottom of their email to “personalize” it.

To improve email marketing campaign effectiveness, some retail marketers employ A/B testing to help them identify which content they should send to whom. While A/B testing is helpful in understanding what content resonates best, test sends take this one step further, revealing new customer segments and building up profiles of each customer over time.

Interested in learning what insights can be gleaned through email test sends? Head on over to Total Retail to read Coherent Path CEO James Glover’s latest article.

Tag iconMarketing Analytics,  Personalization

Primary Sidebar

Need some Coherent Thoughts in your life?

Read More

  • In the News
  • Press Releases
  • Coherent Thoughts Blog

Recent Posts

  • Coherent Thoughts: Chad S. White
  • Coherent Thoughts: Alex Chepovetsky
  • Coherent Thoughts: Mark Emond
  • How Should Retailers Adjust Their Holiday Marketing Plans?
  • How Does Standardizing Your Email Template Enable Effective Personalization?

Tags

Email Marketing Loyalty Marketing Marketing Analytics Personalization

Footer

Coherent Path Logo
  • Solutions
  • Resources
  • In The News
  • Blog
  • About Us
  • Clients & Partners
  • Careers
  • Contact Us

Send our Coherent Thoughts newsletter directly to your inbox.

  • Email
  • Facebook
  • LinkedIn
  • Twitter

© 2021 Coherent Path | Privacy Policy

We use cookies to improve your experience. By browsing our website or closing this notice, you agree to our use of cookies. Find out more about our Privacy Policy.Accept