Email Personalization is Here to Stay! Here’s How to Use It.
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If there’s one thing email marketers need to embrace right now, it’s this: email personalization is the new normal. Email personalization is no longer ‘nice to have’; it’s a must-have.
And when we say email personalization, we mean real data-driven personalization that moves the needle, not the generic stuff. If you aren’t on the personalization in email bandwagon, it’s not too late. You have time to embrace it.
Here’s how to get started.
Understand the powers of email personalization
Consumers care about personalized content — they don’t want to get the same messages as everyone else. And they’re far more likely to provide their data, buy, and return again if they’re consistently served tailored messaging. But, historically, personalizing at that level of scale is hard, especially if you have a big list.
That’s where Zembula makes it simple. We connect your customer data with our AI-powered Campaign Decision Engine and do all the heavy lifting for you. Our tool runs through all your customer data and display parameters, determining the best display message that’s personalized for each reader.
With Zembula, you can turn every email you send into something tailored to each reader, from top to bottom. With Smart Banners™, Smart Blocks™, and Smart Kickers™, you have multiple opportunities to personalize your emails with timely and relevant information. That helps keep your message visibility high and drives more engagement and action.
If you want to see more clicks, conversions, and revenue out of every email, personalization is the way to do it. Marketers have found that personalizing email contributes to profitability, and brands that invest in personalizing email marketing earn more than competitors.
Optimized personalization to drive revenue
The big difference between brands that see success with personalization and those that don’t often comes down to data. Rather than personalizing emails for the sake of it, instead be strategic.
That’s where performative personalization comes into play. This strategy focuses on revenue optimization and uses data-driven insights to deliver the personalized messaging that is more likely to drive engagement.
Our customers have put performative personalization in action, seeing a 10-17% lift in revenue, higher click-through rates, and improvements in customer experience. That’s a combination you can’t beat, and it contributes to more revenue and happier customers.
How to incorporate more personalization in emails
So, do you want to see how you can start adding more personalized messages to your emails? We thought you’d never ask!
Here are some of our favorite examples of email personalization in action. And with Zembula, it’s simple to get started with these (and add even more).
One underrated way to personalize your emails is using the reader’s name. Sure, plenty of brands use a “Hey Name,” but we’re talking about going beyond that and really embracing name personalization everywhere.
Another great way to hyper-personalize your emails is to use location data. Send your readers updates on what’s happening at their local stores. Or use weather data to tie into flash sales, events, and promotions.
Abandoned cart emails are perfect places for email personalization. Get rid of the generic email and instead use a personalized Smart Banner™ that shows the item, product ratings, and even loyalty information to help complete the purchase.
Speaking of product recommendations, this is another opportunity for personalization. Use your customer data to highlight products related to what they’ve previously bought or browsed, include other customer ratings and reviews, and increase your conversions.
Suprise and delight has long been a tried and true method for marketers, and personalization ties into it perfectly. Use email personalization to remind customers when a product is about to ship or it’s time to refill a product they’ve purchased and make it easy to buy.
Ready to embrace personalized emails?
Once you’re ready to start personalizing more emails, the process is easier than you think. We’d love to walk you through it and how personalized emails can do much more for your brand.
Get in touch today, and one of our email marketing experts will walk you through the process, highlighting how Zembula can help. We’re ready to hear from you!
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