The Importance of Personalization

I recently went on a rant about the colossal failure of Banana Republic to execute good email marketing.

It happened on a Sunday night a few weeks back: I received a marketing email which had a good subject line and I had a moment to check it out so I clicked it. I opened the email to check out the sale only to find all the recommended products were 100% irrelevant to my shopping and purchase history.

They missed their chance. They got me to do what they wanted. I opened the email! But then I had no motivation or opportunity to do anything else because they made; not even good recommendations, they completely missed the moment.

And the thing is, according to a Statista report, 72% of people say they are more likely to purchase from a brand if it consistently provides them with a more personalized experience.

If you don’t believe the stat, believe this: It was a big sale from Banana, but I did not even go visit the site. Their email ruined the moment and the opportunity.