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BizReport : Email Marketing : August 01, 2014

Personalization key to becoming a 'Best Friend Brand'

Recent research from Silverpop suggests that consumers tend to have just five brands they are loyal to, repeatedly opening their emails and buying their products. But what is it that forges this friendship?

by Helen Leggatt

In their research of the online shopping habits and communications preferences of nearly 4,000 consumers in the U.S., U.K. and Germany, Silverpop found that consumers have just five of what they dub 'Best Friend Brands'. That is, those brands they continually make purchases from and whose email communications they always open.

One way to making it as a 'Best Friend Brand' is trust and relevancy, found Silverpop. Nearly three-quarters (71%) of consumers said they would be more likely to make a purchase from a brand if the initial email communication reflected their likes and preferences. Email relevancy was even more important in Germany where 81% said it was a vital factor in their decision of whether or not to make a purchase. Overall, 64% said they would open an email simply because it was from a brand they trust.

However, there is another key consideration that is just as important in forging relationships with consumers - personalization.

"A critical element to becoming a Best Friend Brand is personalization. It's interesting to see just how many consumers not only want correspondence to be personalized to their needs, but are actually demanding it from brands, with more than half of people saying that wouldn't even open an email if they deemed it irrelevant to their needs," says Dave Walters, product strategist at Silverpop.

On the flip side, more than a quarter (26%) of respondents said that a brand's email behavior had caused them to stop making purchases. Sending too many emails was perhaps the biggest bug-bear.

"Marketing departments need to get processes in place that will help reach
Their entire audience with individual emails, all targeted and personalized for each potential customer," concludes Silverpop's "Are you a Best Friend Brand?" report (free download).

"Email is clearly an important part of the marketing arsenal and there's a great opportunity for brands that get it right. There's not much room in the inner circle, so those who move quickly can build Best Friend Brand relationships for life."

Image via Shutterstock

Tags: brand marketing, email marketing, research

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