Up close and “Personal(ization)”

I probably don’t have to tell you that there are tons and tons of data and stats out there that say personalizing your email marketing is super important. But just in case, here are just a couple of points to keep in mind: Nearly three-quarters of users get frustrated when they see content that doesn’t seem to have anything to do with them or their interests (source). Personalized emails get as much as 14% better click through rates and 10% better conversion rates (source).

So, it seems like a no-brainer right? Well, not so fast! The devil is often in the details and being excellent at personalizing emails go beyond just being able to put your customer’s name into an email and personalizing your “from” address by putting a name of a person to your brand. Things get really interesting when you consider using other personal information to boost your email relevance for your customers.

By incorporating behavioural data that you might have collected through your website via Google Analytics or similar analytics software, you have a powerful opportunity to up your email personalization game to new heights! Take that behaviour data and any demographical data you might have and build a customer profile that gets you ever closer to that “right offer at the right time” nirvana that you’ve been wishing for!

For example, the behaviour data from your ecommerce website can provide incredibly valuable insights on your customers – imagine being able to connect that information with your email campaign efforts and offering product that your customer spent a lot of time browsing but not completing the purchase and then offering them an extra discount through a unique promo code. That way, not only are you offering the right offer at the right time, but you can actually track whether they made the purchase by tracking whether they used that code!