6 Tips And Tricks For Using Real-Time Personalization In Email
How can I make my emails stand out?
It’s an age-old question for marketers. Well, since the days of the Internet at least.
Conversion becomes much more difficult if you can’t get readers to open and engage with your emails.
We know that consumers are becoming more finicky and with good reason. Their inboxes are generally a sea of offers — and the vast majority of them never get opened before being sent to archives.
You need to avoid that at all costs, and you can do it with real-time personalization in your emails.
If you’re new to this, don’t get nervous, we can help. Here are some tips and tricks you can to help get you started with real-time personalization in email.
Tap into FOMO
One of the most powerful emotional drivers people often feel is the fear of missing out, known as FOMO. Your brand can help trigger this feeling, too, by using tactics like flash sales, where you put something on special, but only for a few hours.
With real-time, moment-of-open updates, your flash emails can include a count down timer that changes when your customer opens their email. It’s a gentle reminder that this product might not last, and often, that’s enough to get a consumer to act and make the purchase.
Think about the basics
You don’t have to get really fancy with personalization, although it never hurts. If you’re getting started with it, focus on what you can do right away to improve your customer’s experience. How your customer experiences your site, including your marketing materials, can mean the difference between people who turn into loyal customers and those who move on to another brand.
An easy way to use real-time personalization is with live shipping updates. Your customers want to know where their packages are, right? So give them the chance to check what’s happening every time they open their email.
Use notification banners
The cool thing about notification banners is they can change any email to something personalized to your customer. Even if you have a newsletter or product update going out, adding a notification banner at the top provides content that’s important to them.
There are plenty of ways you can use notification banners, and with live images, you can ensure these updates in real-time. Use them to highlight shipping information, abandoned carts, and special sales or events.
Explore user-generated content
One of the best ways to attract your customers’ attention is to showcase how people who are just like them use and enjoy your products and services. A great way to do that is by highlighting user-generated content (UGC).
But how do you add that sort of thing in real-time, you might ask. The answer is simple, with real-time ratings and reviews. Some of the most effective types of UGC are ratings and reviews. They show real people love your product. You can have your latest and greatest reviews and ratings update in real-time in your emails.
Create more loyal customers
We already mentioned customer loyalty, it’s something every brand wants, but it’s not always easy to get. If you have a loyalty, VIP, or membership program already, you’re on the right track. The big thing to remember is these people want to hear from you, don’t ignore them!
A great way to get more content out to your most loyal customers is by creating personalized loyalty emails featuring specials, sales, and events for them. All of that information can update in real-time with the live images in your emails. You can even direct them to their nearest local store. The location will update, regardless of where they are every time they open their email.
Today, most brands have the tools to get a good picture of where their customers live. While you might not have the exact street address if they haven’t bought before, it’s not uncommon to get a zip code or general area.
With geolocation, you can create targeted emails for your customers that update based on where they are. There are all sorts of ways to do this, but a really cool one is to use our friend FOMO and tie it to weather. This is a great one for travel brands; send out an email promoting a sale in your warm-weather spots to your cold-weather customers.
These are just a few tips for how you can start incorporating real-time personalization in your emails today.