A customer of ours found out that his email marketing efforts were becoming less and less effective. During the last year he sent out 50% more emails than the year before but generated less visits and lower sales. He thought that by better targeting and personalization the email communication with his customers he can increase the ROI from this under-performing marketing channel and boy he was right!
Instead of sending emails to everyone, he now sends emails only to customers who visited the website in the last X days ( we produce this list for him). And these customers receive relevant and personalized product recommendations based on their activity on the website.
Not surprisingly in the very recent campaign, CTR increased from 6% to 50%