Personalization in email marketing varies depending on the capabilities of the automation system. Some systems only allow basic personalization, such as adding the customer’s name or using segmented subject lines. More advanced systems can dynamically insert product images or create a list of relevant blogs based on browsing history.
Having data is one thing. Being able to interpret and use it is quite another. Working with complex data requires a high level of expertise, and attracting such specialists to the average marketing team can be difficult due to the high demand for them.
You need a team that can do the following.
- Segmentation: Within your overall email marketing audience, there are many subgroups based on what you know about your customers. However, understanding how to segment your audience based on this information can be difficult if you’ve never done it before. This is where a team of experts can help.
- Dynamic Content: Email display and information can be so detailed that the email’s appearance adapts based on customer data. For example, one of Coca-Cola’s most successful campaigns was the Share A Coke campaign . It encouraged consumers to find cans and bottles with their name or the name of a loved one on them and share them with their loved ones. Imagine sending an email that has the customer’s name printed on the can or bottle in an image. That’s the power of dynamic content.
- Personalize your subject line: The most basic form of subject line personalization is using the customer’s name. But you can go much further by making the customer feel important based on what you know about them. Tailor your subject line to the weather: For example, send a message about how sunny it’s going to be and how your customer needs your new sunhat. Or advertise your snow shovels when heavy snowfall is forecast for the customer’s area.
- Triggered Emails: One of the biggest benefits of email marketing is the ability to send emails based on customer behavior and actions. Common triggers include abandoned carts or PDF downloads. You can then immediately send an email to encourage the customer to take the next step.
