A few weeks ago we wrote about the need for better email. According to the e-tailing group, 3/4 of consumers want personalized emails across the shopper lifecycle, and Harris Interactive found that 4/5 of them will buy more because of personalization. However, until recently there have not been many advancements in email personalization technologies like there have been for the web.
Before we go any further what is personalization anyway?
In short order, personalization is the ability to deliver a 1:1 experience in digital marketing, tailoring all interactions to the individual consumer who is engaging with you. Amazon.com jumpstarted the advancements in personalization technologies by making great product recommendations to their shoppers based on what they were looking at and what they searched for. They delivered recommendations on their site and in their emails too. But this was just the beginning.
Companies have sprung up and pushed the boundaries of personalization and behavioral targeting to the mass market. It’s a great start but true personalization isn’t just about making product recommendations or putting the recipients name in the subject line or in the body of the email. It’s about delivering everyone a boutique type experience, where the store clerk knows who you are and helps you find what you are looking for. Email is finally moving toward delivering unique 1:1 experiences at massive scale, integrating your digital billboards with the personal experience that you are trying to provide, that consumers want and crave.
You can deliver this utopian email experience today. There are three types of data you’ll need to deliver fully personalized email. Starting with one or two will improve email performance. Utilizing all three will deliver an unparalleled experience for your consumers, not only personalizing your email, but will make your messages stand out in the inbox.
First is “what consumers tell you.” When a consumer opts in to email, they are telling you that they interested in what you have to say or certain products or services you provide. They have a connection to your brand and give you basic information about who they are and what they like. This forms the foundation to making messages matter to them.
Second is “what you learn” about them as they interact with your brand. By understanding a consumers browse behavior, the channels they engage in, and how often they respond, you can get a deeper understanding of each consumers preferences and the type of shopper they are. This will help inform offers to give them, frequency of communication, and what types of emails to send to get them to engage and buy.
Third is an area of hyper-growth for email. It’s “what’s happening in the moment of engagement.” By understanding device type, location, time of day, even the weather outside, you can adapt the message in real-time as consumers open to further tailor the email they received. Increasing relevancy with live context will further personalize the message and increase response rates, performance, and email revenue.
Next week, we’ll kick off our “Holiday Hit List” series of webinars and eBooks with a webinar that dives into The Current State of Email Personalization with our partners at Acxiom. We will share what is happening in the industry today, what consumers want, and examples of how you can deliver personalized email right now. Click here to register for the webinar, or feel free to reach out directly to us at firstname.lastname@example.org to learn more too.