With increasing awareness of data privacy, building trust through email communications is essential.

"Customers then report that they feel more confident that they can tell the brand no if they needed to, therefore increasing their trust and their propensity to purchase things and have a happier experience."

Takeaway: • Be transparent about how customer data is used and stored. • Provide easy options for customers to manage their communication preferences. • Building trust can lead to increased customer loyalty and engagement.

Transactional emails are high-engagement opportunities that marketers can leverage to promote and engage.

"Are you using every chance you get to engage your customer, have them talk to you about their preferences and share their perspective on what could be... So I just say like no wasted touch, right?"

Takeaway: • Utilize transactional emails to gather customer feedback and preferences. • Incorporate calls to action in transactional messages to encourage further engagement. • View every touchpoint as an opportunity to enhance the customer relationship.

Consistency across channels and departments is vital to provide a seamless customer experience.

"There is a really good report called the State of the Connected Consumer. And there was a stat in there, 83% of customers say they're more loyal to companies that provide consistency across departments such as commerce and marketing."

Takeaway: • Ensure all departments communicate and align on messaging to customers. • Use integrated systems to maintain consistency across all customer touchpoints. • Avoid disjointed experiences that can erode customer loyalty.

Balancing promotional and transactional emails is crucial for e-commerce email senders to avoid overwhelming customers.

"I think within e-commerce, you have to really be careful about your balance of promotional and transactional emails... But what is the balance that I want to have between promotional and transactional emails for the customers that I service?"

Takeaway: • Find the right mix of promotional and transactional emails to maintain customer engagement. • Be mindful of customer preferences to avoid email fatigue. • Use customer data to personalize the frequency and type of emails sent.

Personalization is more important than ever in email marketing to meet consumer demands and expectations.

"Buyers are now demanding a degree of personalization for themselves that did not exist even a few years ago... And the buyer experience that they're demanding now is that every one of those things from the payment methods that are available to the colors that are available in their region for a product, are all as personalized as possible."

Takeaway: • Personalize every aspect of the customer experience, from payment methods to product options. • Recognize that consumers expect a higher degree of personalization than before. • Meeting these expectations can reduce conversion drop-offs.