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To drive more sales, use buyer-generated content to personalize emails – TechCrunch


Early 2020 saw commerce is transforming as people shift out of necessity to online shopping. But the trend had already started; the pandemic has only accelerated it.

The acceleration is real: e-commerce is expected to generate over $7 trillion by 2025, contributing over 24% of global retail sales.

For retailers, such growth means that customer relationship management (CRM) data and email will play an even bigger role in the buyer’s journey. Brands understand the importance of building relationships with their customers. These connections increase awareness and increase the bottom line. However, creating and expanding these connections relies on collecting actionable data to develop personalized messaging strategies that engage customers.

There’s no magic bullet to personalizing individual buyer or subscriber experiences. What separates the most effective companies from their competition is how marketing teams focus their efforts and leverage data to deliver exceptional brand experiences.

Your CRM data contains a wealth of information to recommend products to complement previous purchases or add-ons.

Highlight best sellers

What elevates one product over another? Sometimes it’s the style or the color, or something an influencer is pushing on social media. Want to highlight your most purchased products? First, look at the data to identify them – these could be the top-selling products overall or the top-performing products in the category. Then feature them in your emails.

This approach works well for customers who are looking for something popular. Infuse your email copy with inspirational messages to improve product discovery and drive interest by recommending cart adds and telling your customers what’s “hot.”

This style of messaging can also be used to create a sense of urgency with phrases such as “Almost gone!” or “Only a few left!” Use your data feed to highlight only available items and verify pricing accuracy.

Showcase your most viewed products

Do you want a quick solution to enhance your communications? Use your data to discover your most viewed products. You can even break this data down more granularly by overlaying buyer data. This strategy generates interest, attracts more subscribers to your site and improves the purchasing potential of their products.


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