Brands’ use of email to generate leads is becoming increasingly restricted, as regulations on privacy and user data tighten. Brands are no longer able to market to email addresses obtained through list acquisition, meaning brands need to be more proactive in connecting with potential consumers who have demonstrated interest in the brand by signing up for newsletters. The difficulty for brands is the lack of both identifying data and insight into these potential customers’ preferences—10% of analyzed brands do not collect newsletter preferences, according to Gartner’s report “Activating Explicit and Implicit Data to Personalize at Scale.”
Despite the lack of explicit identifying data like names and purchase history, brands can still engage with potential customers by matching their site session behavior with email addresses provided through newsletter sign-ups. Apart from Big Box and Department Stores brands, which dedicate between 2% to 3% of their emails to nonpersonalized targeted emails, brands in other sectors were not doing this at scale. They miss the opportunity to connect with potential buyers and shorten the sales cycle.
Among analyzed brands, only two outside of large-format retail deployed remarketing emails: Uniqlo and Brooks Brothers. Both brands send emails to newsletter subscribers who’ve navigated away from their sites. Uniqlo focuses on session data, sending shoppers an email alert when products they’ve viewed become low in stock, while Brooks Brothers sends an abandoned cart email to shoppers in a bid to get them to complete the check-out process.