Before you move on to the quiz, here are a few last points to think about when hyper-personalising emails.
What Can You Personalise?
Email marketing typically enables personalisation of properties like the from, to, and subject line fields. You can also personalise variables like a person’s name, account number, and certain sections of content.
But this is just the start.
Segmenting Your List
List segmentation allows you to define groups of people with similar interests within your database based on data like age, location, behaviour, etc. This enables you to deliver tailored content to a specific segment of your database.
Using Dynamic Content
Dynamic content leverages subscriber and behaviour data like this to customise which segments of your list see different sections within an email. In other words: You can create one email with multiple different sections and program each section to only display to people who meet certain criteria in your data. For example, you can send a promo email out to everyone in your country, but customise who sees each promo section within the email by location, so people in certain regions only see promotions relevant to them.
Dynamic content can also be linked to variables like pre- and post-purchase behaviour or even shopping-cart abandonment. You can use online tracking software to monitor subscribers’ online behaviour on your website to establish what they’re interested in and serve them dynamic content prior to them becoming customers.
Post-purchase dynamic content can include messages about products that complement a past purchase or messages that flag when a customer last used a service. Travel companies are good at taking advantage of this data to inform travellers of special offers to their favourite destinations.
Moving Beyond Ordinary
Customer birthdays are also a good time to send deals tailored to their interests, buy-one-get-one-free specials, or a voucher to celebrate the special day.
Personalisation has moved far beyond just greeting a subscriber’s by name; a priceless tool for improving customer engagement and boosting sales.
Clearly, personalisation has moved beyond a subscriber’s name.