Sales Strategy

Why Email Marketing Remains a Scalable Growth Engine for Retailers June 17, 2025 (0 comments)

Louisville, KY--Email marketing offers a strong return on investment—$42 for every $1 spent—according to the Data and Marketing Association. Success depends on using customer data to personalize communication.

[Image via iStockphoto.com]

An article on Retail Customer Experience states that retailers can utilize browsing history, purchase data, and email engagement to segment their audiences and send targeted content. For example, abandoned cart emails and personalized product suggestions improve engagement and conversion rates. The article notes that personalized recommendations can lead to six times higher transaction rates.

Nestlé Purina is cited for using CRM tools to deliver personalized offers across its brand portfolio, increasing customer engagement and cross-brand purchases.

Lower Costs, Better Retention

Compared to paid ads or influencer campaigns, email marketing has lower costs and more predictable reach. Emails go directly to a subscriber’s inbox, unaffected by algorithm changes.

Retention is more cost-effective than acquiring new customers. The article highlights that automation and machine learning—like churn prediction and next-likely-purchase models—enable brands to engage customers with targeted messages. European Wax Center, for instance, uses these tools to boost visit rates and spending.

These models help deliver timely, relevant offers that increase conversion and average order value, while also encouraging word-of-mouth referrals.

Performance Is Measurable

Email marketing provides clear performance metrics—such as open rates, click-throughs, and conversions—that help businesses improve over time.

The article notes that segmentation based on behavioral and demographic data increases satisfaction by 15%. Even small steps, such as using dynamic content blocks, can increase conversion rates by 10–20%. Predictive personalization can increase average order value by 25%.

Learn more in this article by Retail Customer Experience.