How Retailers Can Reach Their Audience by Targeting Consumer Interests

Email marketing has been the workhorse of marketing for a long time. Despite the hype around social media and mobile marketing, email is still one of the most valuable tool for businesses.

Contextual marketing technology takes email to the next level by creating real-time, personalized content in every email, and offers messaging based on what the recipient actually wants to read about — like their specific hobbies and interests.

Let’s take a look at what contextual marketing looks like in action.

Finish Line created multiple email campaigns with contextual content – one used geo-targeting to display the gear of the college basketball team closest to each recipient upon open.finish line

The results speak for themselves:

  • +300% click-through rates
  • +100% open rates
  • +50% email revenue

Target your audience with messaging that appeals specifically to their affinity for local sports, hobbies or interests and give them a personalized experience, and they’re much more likely to engage with your emails and act on your offers.

Read more about how Finish Line used real-time geo-targeting technology to display team-specific apparel to recipients based on their proximity to the Final Four college campuses.