MoEngage says email personalisation is the need of the hour

MoEngage, a customer engagement platform, has released a “State of Personalisation Report” covering how retail brands in the Middle East and Africa can use the power of personalisation in their email communication to enhance their engagement metrics.

The report says that almost 52 per cent of consumers prefer buying groceries online, and 90 per cent of consumers will continue to shop online. Thus, it becomes imperative for brands to understand the consumer trends and act accordingly. Additionally, as interactions become frequent, brands will move beyond first name personalisation and dig deeper into their data pool to identify insights to drive communications.

To supplement the above points, the report also highlights how marketers and brands are responding to this ever-changing customer demand with focus on personalisation. MoEngage took a survey of 1000+ executives from the region to understand the investment trends in the marketing technology stack.

The survey found that 52 per cent of brands are investing more in their marketing technology stack to drive personalisation. 66 per cent of marketers are looking towards enhancing their email personalisation capabilities. While email remains the most frequently used touch point, social media is catching up.

Commenting on the relevance of the report, Kunal Badiani, Regional Head, MEA, MoEngage, said: “As digital touchpoints evolve and physical touchpoints rejuvenate, personalisation will become mainstream. Brands will need to look at the data and focus towards the insights-led personalised engagement to stay relevant during these times.

The report added that this survey reflects the fact that customers respond to messages or communications specifically tailored for them. In order to stay relevant today, brands will need to indulge in event based personalisation or user based personalisation or an amalgamation of both to drive high engagement metrics.

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