The versatility of email marketing is another reason marketers should keep the tactic in their marketing toolbox. Depending on the depth of the email database and the skill of the crafter, email marketing messages can range from simple to very complex. Emails can be personalized to include the name of the user and even more. A small study of 139 marketers from Retention Science found that websites use several kinds of personalization tactics that can easily be applied to email.
Nearly half of online retailers used personalized product recommendations (44.9%), about a third added the customer’s name and/or a unique welcome message (31.5%), and a quarter of the respondents reported adding shopping cart reminders (27.6%) to cover all of their personalization bases.
Email marketing can also be utilized with just about any other marketing tactic, which makes email an important part of any integrated marketing campaign.