Personalization

Top retailers enlist personalization to provide a great shopping experience. In fact, Stephen Tucker of Smart Insights says personalization is no longer a luxury — shoppers expect it because they’ve become accustomed to how Amazon tailors its offerings. Personalization can also be effective in B2B customer retention strategies. One example: emails that use the recipient’s name. A study by Yes Lifecycle Marketing found that simply including the recipient’s name in the subject line increased opens by 50%.

Retargeting

Retargeting is the term for online advertising based on a person’s browsing history. Now a staple of ecommerce stores, this digital marketing tactic brings the shopper back to complete the transaction when they might have otherwise forgotten about it. And there is no doubt that it works. The Journal of Marketing Research reports that it can bring 14.6% of browsers back to your website. Some retailers are spending 50% of their digital advertising budget on retargeting now, according to one Stanford researcher.