This starts with determining what the best email marketing strategy<\/a> for a recession is \u2014 and using first-party data to determine how to best get your message across to your customer.<\/p>\n What products do your customers want recommended to them? How and when do they want to receive these communications? How can an email campaign move customers along the journey with your brand? Those are all questions that can be easily answered when you\u2019re sending\u00a0personalized email campaigns<\/a>\u00a0with\u00a0commerce data<\/a>\u00a0that\u2019s backed by a\u00a0customer data platform (CDP).\u00a0<\/a><\/p>\n Bearing in mind things like decreasing budgets, shrinking teams, and overworked marketers, let\u2019s dive into some of the top email marketing campaigns you can run during a recession.<\/p>\n Getting email marketing templates right to the point where customers take the desired action is based on an exact science \u2014 and will ultimately drive increased\u00a0customer lifetime value<\/a>\u00a0and more revenue.<\/p>\n Investing both time and money into your email marketing campaigns can result in your company getting significantly more in return.\u00a0Consider these stats<\/a>:<\/p>\n Those are statistics that make doubling down on email marketing more than worth it.<\/p>\n Furthermore, by building your email personalization around first-party and zero-party data, you\u00a0guarantee that your personalization efforts are all-encompassing. And this goes further than just subject lines.<\/p>\n When used right, email ensures that your company is using its collected customer data to meaningfully transform the customer experience and drive brand loyalty.<\/p>\n While there are a wide range of ways you can use email, we\u2019ve selected a few campaigns that are effective at driving quick wins, especially during an economic downturn.<\/p>\n An\u00a0automated welcome email series<\/a>\u00a0is a set of emails triggered by a customer action that signals an interest in your company (i.e., account sign up, list subscription, or event registration). The email content in these emails typically conveys what your brand is all about to new customers.<\/p>\n You can take your welcome series further by finding the\u00a0best possible time<\/a>\u00a0to send an email, which can greatly boost open and conversion rates.<\/p>\n Optimal send time is a prediction model within\u00a0Bloomreach Engagement<\/a>\u00a0that takes into account the past behavior of customers and calculates the time \u2014 rounded to an hour \u2014 when they are most likely to interact with your email. By applying this model to your welcome email series, you can reach individual customers at a time when they\u2019re most likely to click or open your email, which is especially crucial when they first show interest in your brand.<\/p>\n Just look at furniture retailer\u00a0DFS<\/a>\u00a0\u2014 the company included the optimal send time node in its automated welcome email series campaign, resulting in\u00a03.9% more revenue compared to a control group<\/a>.<\/p>\n DFS specifically tailored its automated welcome email series to its furniture buyers\u2019 cycle and how the company wants to craft customer journeys. The company delivers personalized, product-specific content based on what products it knows customers are interested in \u2014 all thanks to previously collected customer data.\u00a0This is a great email marketing campaign example.<\/p>\n Sending personalized product recommendations<\/a> is a great way to drive conversions. Plus, if you can cater your recommendations to each customers\u2019 unique tastes and preferences, that magical experience can lead to lifelong customers. But in order to effectively personalize for each customer, you need the right data. Enter:\u00a0zero-party data<\/a>.<\/p>\n Zero-party data is data that a customer intentionally and proactively shares with a brand. It can include preference center data, purchase intentions, personal contexts, and how an individual wants to be recognized by said brand. It has become increasingly important to companies across the globe as more consumers exercise increased caution around their data privacy.<\/p>\n My Jewellery<\/a>, a clothing and jewelry retailer based in The Netherlands, used\u00a0zero-party data to personalize product recommendations<\/a>\u00a0and send highly personalized emails offering relevant products to loyal customers.<\/p>\n My Jewellery created the\u00a0style profile test<\/a>, a quiz that helps shoppers identify which pieces fit their own personal style, to gather zero-party data from interested visitors and repeat customers. The collected data helped My Jewellery easily recommend products that fit each customer\u2019s style in future personalized marketing<\/a> emails.<\/p>\n My Jewellery could then pair this zero-party data with the first-party data it already had to be even more targeted with its personalized marketing<\/a> emails to customers. And best of all? The quiz was a big hit with customers!<\/p>\n Another unique way to capture the attention of your customers? Personalized video campaigns sent via email.<\/p>\n Video marketing has carved out its place<\/a>\u00a0as one of the best ways to connect with customers in today\u2019s market. It\u2019s cost effective, time efficient, and engaging for your customers. 86% of businesses use video marketing in some way, and 93% of marketers who use video say\u00a0it\u2019s an important part of their strategy<\/a>.<\/p>\n![](\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2024\/05\/blog_cdp-refresh-1.jpg\")
<\/p>\nWhy You Should Prioritize Email<\/h2>\n
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![](\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2024\/05\/permission-based-email_3.jpg\")
<\/p>\nWhat Are the Best Email Marketing Campaigns for a Recession?<\/h2>\n
Automated Welcome Email Series<\/h3>\n
![](\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2024\/05\/best-email-marketing-campaigns-dfs.png\")
<\/p>\nPersonalized Product Recommendations<\/h3>\n
![](\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2024\/05\/best-email-marketing-campaigns-my-jewellery.png\")
<\/p>\nPersonalized Video<\/h3>\n