L2 research has consistently found email to be an effective marketing tactic. Email open rates have increased in the past year and unsubscribe rates have decreased despite an overall increase in emails sent. Specialty brands have caught on in quantity; the most aggressive senders Williams-Sonoma and Forever 21 send 10.1 and 9.1 respectively. Yet, few of the emails are personalized.

This graph below from the Digital IQ Index: Specialty Retail shows that just 2% of marketers collect product preferences and just 4% ask about special sizing needs when collecting addresses. And just 16% collect birthdays missing an opportunity to drive consumers to the store with personalized, time-sensitive offers. While email is already effective (44% of consumers find out about Cyber Week deals through email), it looks like specialty retailers can boost conversions by tweaking their address collection tactics.

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