Performative personalization in a nutshell

Data drives many marketing decisions. It makes sense. With so much data available to marketers today, you can pull a lot of insights from it. 

And one thing that’s driving a lot of data is personalization. Consumers increasingly want more personalized content and messaging from brands. Research shows that repeatedly. 

So, that means personalization has to play a significant role in marketing decisions. But there’s personalization, and then there’s performative personalization — the difference matters. 

Here’s why marketers need to understand performative personalization moving forward. 

Go beyond standard personalization

A few years ago, general personalization, like a personalized subject line or greeting, went a long way with consumers. But times are changing, and so is technology. 

Now, you can (and should) use personalization to do more, drive engagement, increase conversions, and boost revenue. 

That’s performative personalization in a nutshell. It’s more than personalization for the sake of it. You need to prioritize the specific and targeted hyper-personalization that will generate results, specifically conversions, and revenue. 

Performative personalization drives revenue

Most importantly, performative personalization works. We’ve seen it in action with our clients using Smart Banners™ and Smart Blocks™. 

What sets Smart Banners™ and Smart Blocks™ apart from other types of personalization is they’re dynamic. You can get deeply personalized with your readers having a 1:1 conversation with them and delivering:

• Abandoned cart and browse notifications
• Loyalty point updates
• Shipping and package tracking
• Recommended products
• Flash sale and promotional notifications
• News updates
• Product or subscription reminders
• And more

Successful brands like Bully Bunches and Thrive Causemetics have implemented a personalization strategy that includes Smart Banners™ and saw a 10-17% increase in revenue.

Build a performative personalization strategy

With a performative personalization strategy, you can achieve three primary goals:

• Improved customer experience
• Increased customer loyalty and lifetime value
• More revenue

Every email marketer wants to see those numbers move in a positive direction. And with Smart Banners™ and Smart Blocks™, you can design your emails around personalized messaging that encourages action. 

That’s because, with Smart Banners™ and Smart Blocks™, you can include multiple calls to action in every email without muddying your messages. 

For example, use a banner to communicate your primary revenue-generating call to action, such as an abandoned cart notification. And then include a Smart Block™ that features more personalized messaging, such as a loyalty point update or recommended product.

That gives you multiple ways to encourage readers to engage with your emails and adds variety into the mix. And in a world where the inbox is increasingly crowded and consumers are tuning out, finding ways to make your emails interesting and exciting can make all the difference.

Add personalized animation to your emails to achieve the perfect combination of individual messaging, eye-catching graphics, and data-driven insights. It makes it easier than ever for your customers and readers to click. 

And that’s the goal of performative personalization. With it, you can see a better ROI, more conversions, and higher revenue. Check out some of our recent case studies to learn more.

Get more out of your emails

Do you want your emails to stand out? With Zembula, it’s easy. Use the Zembula platform to transform your emails, creating personalized 1:1 conversations with everyone on your list. 

When you improve your personalization and follow the data, you can build campaigns around driving engagement and action. And that’s where Smart Banners™ and Smart Blocks™ help you stand out and build deeper connections with your readers. 

Get in touch if you want to learn more about the Zembula platform and how performative personalization can help your brand. We’d love to discuss your business and set you up with a demo so you can try Zembula out for yourself.