Email marketing allows retailers to target a massive audience with extreme precision. Nick Kramer shares insight in this Retail TouchPoints article.

Nick outlines tips for retail marketers, “Use an email service provider that provides metrics on your email deliverability. Keep an eye on your bounce rates, spam complaints and unsubscribe rates to ensure that your messages are reaching your subscribers’ inboxes and not being filtered out.”

He explains the new potential for personalization in email stating, “By combining dynamic content fields and AMP capabilities, you can create highly personalized and interactive email experiences that are tailored to each individual recipient. For example, you could use dynamic content to personalize product recommendations, and then use AMP to create an interactive carousel that allows users to browse those products directly within the email.”

He continues saying, “While personalization has been a part of email marketing for a while, there are new technologies that allow for even more advanced personalization. For example, predictive personalization uses machine learning to anticipate the content that a user is most likely to engage with and present it to them proactively.”

Read the full article here.