Marketers will see the growing importance of email personalization and relevance in driving consumer engagement during the competitive holiday shopping season.
The Big Picture:
36% of consumers open emails due to personalized content, a 227% increase YoY.
32% value relevant offers, while brand identity resonates with 14% of consumers.
23% want fewer emails, but 43% seek more from trusted brands, emphasizing the need for strategic engagement.
Personalization and relevance are important trends to watch in email marketing, as they increasingly influence email engagement.
As depicted in the graphic above, Optimove data revealed that 36% of consumers open marketing emails primarily due to email personalization, a significant jump from just 11% in 2023 – representing a remarkable 227% increase. This shift highlights the growing importance of tailored, personalized, and relevant messaging to capture customers’ attention during the bustling, highly competitive holiday season.
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Relevance: A Top Reason Consumers Open Marketing Emails
In addition to email personalization, 32% of respondents note relevant offers as their second reason for opening emails. While enticing deals and discounts attract 13% of consumers, brand identity resonates with 14%. This data reveals the need for brands to align their messaging with the values and preferences of their audience.
Nearly a quarter (23%) of consumers want fewer emails from brands they subscribe to, with 7% feeling bombarded by excessive communications. This signals a critical need for brands to strike a balance, ensuring they engage without inadvertently alienating their audience.
On a brighter note, as shown in the chart above, 43% of consumers are eager for more communications from trusted brands to guide them through their holiday shopping journeys. The challenge for marketers lies in crafting personalized and relevant messages that enhance the shopping experience at every touchpoint.
Marketers must leverage email personalization and relevance during the holiday season to significantly boost email engagement and long-term loyalty. By carefully balancing communication frequency and delivering meaningful content, brands can forge strong, long-lasting customer relationships.
eBook: 9 Creative Email Tactics
Download this eBook to find new ways to “wow” customers and cut through the clutter with engaging, relevant emails.
Rony Vexelman is Optimove’s VP of Marketing. Rony leads Optimove’s marketing strategy across regions and industries. Previously, Rony was Optimove's Director of Product Marketing leading product releases, customer marketing efforts and analyst relations. Rony holds a BA in Business Administration and Sociology from Tel Aviv University and an MBA from UCLA Anderson School of Management.
