{"id":8102,"date":"2017-03-22T08:00:11","date_gmt":"2017-03-22T06:00:11","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=8102"},"modified":"2017-03-22T08:00:11","modified_gmt":"2017-03-22T06:00:11","slug":"uso-personalizacion-y-triggered-emails-retailers","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/uso-personalizacion-y-triggered-emails-retailers\/","title":{"rendered":"How retailers use personalisation and triggered emails"},"content":{"rendered":"<p>At the end of 2016 the specialist publisher <strong>Retail Touch Points<\/strong> published the study <a href=\"http:\/\/www.retailtouchpoints.com\/resources\/type\/research\/inbox-love-investigating-the-state-of-triggered-emails-personalization-for-retailers-and-consumers\" target=\"_blank\" rel=\"noopener\">Inbox Love - Investigating the State of Triggered Emails &amp; Personalization for Retailers and Consumers<\/a>The survey asked marketers and consumers about the use and value of email marketing.<br \/>\n<!--more--><br \/>\nWe bring in this post the most relevant aspects of the work in terms of customisation and <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-son-y-para-que-sirven-los-triggered-emails-y-emails-transaccionales\/\" target=\"_blank\" rel=\"noopener\">triggered emails<\/a> refers.<br \/>\nFirstly, the study highlights the poor use that retailers are making of the information they have about their users. Specifically, it refers to the use of historical purchase data, e-commerce browsing behaviour and purchase affinities.<\/p>\n<ul>\n<li>54% retailers use data to create profiles based on user activity (dormant shoppers, loyal customers, etc.).<\/li>\n<li>The 54% uses user data to personalise some element (subject, images).<\/li>\n<li>17% does not use any data to personalise marketing emails.<\/li>\n<\/ul>\n<p>The study highlights the large gap between what the end consumer expects and the efforts that retaliers are making to achieve it. For example, <strong>53% of consumers say they would be interested if they received an email from a brand with a discounted price on a product recently visited on ecommerce.<\/strong>. However, <strong>Only 21% of retailers claim to be making specific efforts on the most price-sensitive users.<\/strong><br \/>\nOnly 54% of retailers claim to be sending emails to specific groups of users, and only 34% claim to be using user data to optimise opens, clicks or send times.<br \/>\nIn relation to the different types of <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/que-son-y-para-que-sirven-los-triggered-emails-y-emails-transaccionales\/\" target=\"_blank\" rel=\"noopener\">triggered emails<\/a>The percentage of retailers who rated them as \"very effective\" is presented below.<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/03\/Imagen1.png\" target=\"_blank\" rel=\"noopener\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-8104\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/03\/Imagen1.png\" alt=\"\" width=\"604\" height=\"288\" \/><\/a><br \/>\nThe <a href=\"https:\/\/www.digitalresponse.es\/en\/blog\/3-maneras-de-orientar-los-emails-de-recuperacion-de-carrito-abandonado\/\" target=\"_blank\" rel=\"noopener\">abandoned trolley recovery emails<\/a> are the most highly rated by retailers in terms of their effectiveness.<br \/>\nWhen retailers are asked to indicate which metrics improve the most after implementing triggered email programmes, 56% indicate CTR, 50% open rate and 40% conversion and transaction metrics.<\/p>\n<p style=\"text-align: left;\">The full study is <a href=\"http:\/\/www.retailtouchpoints.com\/resources\/type\/research\/inbox-love-investigating-the-state-of-triggered-emails-personalization-for-retailers-and-consumers\" target=\"_blank\" rel=\"noopener\">available at the following link<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>At the end of 2016, specialist publisher Retail Touch Points published the study Inbox Love - Investigating the State of Triggered Emails &amp; Personalisation for Retailers and Consumers, in which marketers and consumers were asked about their use and appreciation of email marketing.<\/p>","protected":false},"author":5,"featured_media":27996,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[53,37,40],"tags":[],"post_folder":[],"class_list":["post-8102","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analisis-metricas","category-blog","category-estudios-email-marketing-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo utilizan la personalizaci\u00f3n y los triggered emails los retailers - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/uso-personalizacion-y-triggered-emails-retailers\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo utilizan la personalizaci\u00f3n y los triggered emails los retailers - Digital Response\" \/>\n<meta property=\"og:description\" content=\"A finales de 2016 el editor especializado Retail Touch Points public\u00f3 el estudio Inbox Love &#8211; Investigating the State of Triggered Emails &amp; Personalization for Retailers and Consumers, en el que se consult\u00f3 a profesionales del marketing y al consumidor en general el uso y valoraci\u00f3n del email marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/uso-personalizacion-y-triggered-emails-retailers\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2017-03-22T06:00:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/03\/Imagen1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"754\" \/>\n\t<meta property=\"og:image:height\" content=\"359\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jordi Puig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordi Puig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/uso-personalizacion-y-triggered-emails-retailers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/uso-personalizacion-y-triggered-emails-retailers\/\"},\"author\":{\"name\":\"Jordi Puig\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/c842b4b9fb8424de8ad957333085c3da\"},\"headline\":\"C\u00f3mo utilizan la personalizaci\u00f3n y los triggered emails los retailers\",\"datePublished\":\"2017-03-22T06:00:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/uso-personalizacion-y-triggered-emails-retailers\/\"},\"wordCount\":391,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/uso-personalizacion-y-triggered-emails-retailers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2017\/03\/Imagen1.png\",\"articleSection\":[\"An\u00e1lisis y m\u00e9tricas\",\"Blog\",\"Estudios de Email Marketing\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/uso-personalizacion-y-triggered-emails-retailers\/\",\"url\":\"https:\/\/www.digitalresponse.es\/uso-personalizacion-y-triggered-emails-retailers\/\",\"name\":\"C\u00f3mo utilizan la personalizaci\u00f3n y los triggered emails los retailers - 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