Luxury customers value personalization and are willing to help brands create a tailored experience for them. However, most brands fail to either capture consumer data on their sites or leverage the data in communications.

When a customer signs up for the average luxury brand’s email newsletter, the brand captures only three basic data points, according to Gartner L2’s Targeted Marketing report. Even basic information such as an individual’s name can be effective for personalization—yet fewer than half of brands in the study sent any personalized emails in the past year.

Luxury brands that took advantage of data they collected to personalize emails saw 36% higher open rates on those emails, even just from including a first name. Lancome’s best-in-class emails encourage customers (via email) to provide personal information in exchange for perks, such as a birthday treat.

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