Why Macy’s isn’t prioritizing hyper-personalization

How brands should adjust to rising CPAs and low conversion rates [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JULY 15, 2024 We’re back with another quiz. What was the most downloaded app worldwide in June 2024? A) Instagram B) TikTok C) Facebook D) Temu [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [Macy’s prioritizes contextual relevance and segmentation over 1-to-1 email personalization, says VP]( Macy’s uses personalized email marketing to drive second purchases, which the company has identified as vital to customer lifetime value. “Getting that next interaction right is an extremely high-value use case [for personalization],” said Bennett Fox-Glassman, senior vice president of customer journey at Macy’s, said during The Lead Summit last week. Fox-Glassman said email personalization requires two things—context and relevance—to make sure customers are reengaging with the right next item. In other words, email marketers need to make sure follow-up emails account for past purchases. [Keep reading]( IN THE NEWS [Industry KPIs: How brands should adjust to rising CPAs and low conversion rates]( Digital advertising sectors with the highest conversion rates tend to have higher costs per acquisition (CPA), per our Industry KPI data via SellerApp, highlighting a challenge for cost-conscious marketers looking to reach consumers online. Our view: Ad costs have risen sharply in recent years even as conversion rates declined, creating a complex decision-making process for advertisers that is giving air to new marketing strategies. [Industry KPIs: How brands should adjust to rising CPAs and low conversion rates]( [Keep reading]( ANALYSIS [General Mills leans on value while Levi’s, Nike tout brand: 4 lessons from recent earnings calls]( Retail marketers should focus on brand marketing to combat consumers’ desire for value. That was the main theme from General Mills, Nike, Levi’s, and more brands’ recent earning calls. Oh, and if you can get Beyonce to name a song after your brand, even better. [Keep reading]( THINGS TO KNOW 🔎 [Google will remain the top destination for ad spend in the generative AI era]( 💸 [Perplexity says it will share ad revenues with publishers]( ❗ [OpenAI is going to build a search product]( PODCAST [Behind the Numbers: Is the AI train already losing steam]( On today's podcast episode, we discuss the reasons that the AI surge might already be slowing down, how to get rid of AI “hallucinations,” and where the AI boom is taking us. Tune in on [Apple Podcasts]( [Spotify]( or wherever you listen to podcasts.[Follow us on Instagram.]( [Keep reading]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](