Personalization takes brands’ email campaigns to the next level and solves the unique problems of their audience.
Although it may seem old school alongside technologies like artificial intelligence and virtual reality, email has remained an invaluable tool for marketers. Email is one of the best ways for marketers to nurture valuable relationships with consumers and drive them back to their websites. Email has survived the transition to mobile screens, and in fact, its popularity is growing. According to the Adobe Email Survey 2016, time spent with email is up 17% among the white-collar workers surveyed, and millennials spend more time with email than any other age group.
The flipside of email’s popularity is that almost all marketers use it and consumers’ inboxes are constantly bombarded with messaging. Brands need a way to stand out and meet the needs of their audiences.
That’s where personalization comes in. With the right data about one’s audience — both demographic and behavioral — brands can customize their messaging and serve the unique needs of their users. By targeting and personalizing their emails, brands can increase engagement and drive conversions.
For example, UpOut, a site that alerts subscribers to upcoming events in their area, uses personalization to target its event updates to the right individuals. Based on behavioral data about what articles and events a user engages with, UpOut uses artificial intelligence to serve the most relevant events to that user. As a result of these efforts UpOut has seen a significant increase in engagement and ticket purchases.
In order to personalize email, brands need to have all of their consumer and audience data in one place where demographic and behavioral insights can be connected. With the right technology in place, brands can learn about an individual’s content preferences and build greater engagement by serving highly-relevant content. Being able to connect behavioral data across platforms and store in a central depository where insights can be extracted is crucial.
Some examples of ways brands may respond to user preferences: do subscribers prefer image-heavy emails or text-heavy ones? Do they tend to read a lot about a particular topic? Are they more interested in short, tip-y pieces or in-depth features? Some brands track these preferences and deliver slightly different newsletters to each subscriber. For example, if a subscriber tends to read more technology content, those articles are listed towards the top of the newsletter, with other topics lower down. Some brands even highlight preferred topics in their subject lines to increase open rates.
Brands can further personalize their emails through email by connecting consumer website behaviors to individual email triggers. For example, if a known user reads three articles about quilting on a craft store website, the craft store can automatically invite that user to a quilting event at a nearby store or a newsletter with related content and ecommerce offers. Integrating several tech systems is required to make all this go right, including audience database, personalization and analytics platforms, email marketing tool and website analytics.
At FUSE Enterprise: The Convergence of Technology & Branded Content we’ll dive into the technology that powers email personalization and learn how brands are using personalization to increase conversion. FUSE is a free, all-inclusive experience for qualified attendees — senior-level decision makers leading strategy and buying decisions around the technology that supports branded content. Apply to attend here.
FUSE Enterprise is produced by Publishing Executive. With a long history of providing the most reliable insight and analysis on the publishing and media industry, Publishing Executive understands the challenges of producing and optimizing content in order to meet key business objectives and the crucial importance of agile and intelligent adoption of technology.