The Anatomy of a Perfectly Personalized Email
Email personalization has been around for a while now. It’s a pretty easy way to get attention and start connecting with a customer. After all, no one wants to be treated like a number.
Personalization in email started with a simple, “Hey, [name]. Now, you probably see that in every email you get. It’s the first rung of personalization, and one that every brand can (and should) use.
However, today, we’ve moved pretty far up the ladder. Now, you can add advanced email personalization to every part of your customer experience and journey. You don’t have to be limited to the basics anymore, and it’s a hot trend in email marketing moving forward.
Get more personal than ever
Take a look at this example email. What’s the one thing that stands out to you?
It’s chock full of personalization. To start, you can see some basics, like the customer’s name and loyalty info in the Smart Banner and personalized image Smart Block.
But then it gives even more. The customer gets personalized product recommendations based on his past shopping behavior — those products each feature user-generated content in the form of star reviews. And user-generated reviews, as every marketer knows, are critical bits of social proof that help motivate customers to buy.
But that’s not all. The email uses location data based on your customer’s profile and shows them the nearest retail location to where they live.
Every single part offers personalized information and content. Yet, at the same time, none of that personalization feels like too much or out of place.
A customer can take one glance at this email and see they aren’t that far from getting a loyalty reward, a selection of items they might like, and where they can buy. To the customer, all of that information is vital and feels hyper-personalized.
That’s the kind of 1:1 personalized content you can provide in your emails. And doing so can improve your entire customer experience throughout the funnel, even in-store.
Why it matters
Today, customer experience is a massive driver behind the success or failure of your business. Consumers that don’t feel like they are getting a personalized experience have no problem leaving your brand and finding another that will provide it.
That puts a lot of pressure on brands to deliver. Personalization helps you do that. When customers aren’t getting the same basic generic email as everyone else, when they are getting personalized product recommendations and content, and when they feel like a brand is listening to them and caring about their interests, it matters.
All of those steps add up. And suddenly, your emails are the ones standing out in an increasingly crowded inbox. The more you can connect with and engage your customers through email, the better. They are more likely to come back and buy from you again, spend more, and provide increasing long-term customer value.
Isn’t that what every brand wants?
On top of it all, your customers want more tailored content and experiences. They are tired of getting the same old from every brand, and that’s why they are getting stinger with their emails. But, personalization makes a difference. Consumers are happy to hand over information to you if you use it correctly and provide behavior-based content and information related to their interests and needs. When you do, you’ll get rewarded with more clicks and conversions.
How Zembula can help
Here’s the good news. If you want to start making your emails more personalized and provide customized content to your readers without the hassle of segmenting a million lists and spending hours A/B testing, we can help.
Zembula makes it easy. With a few snippets of code, you can pull customer data right into customizable drag and drop email templates. Our AI-based decision machine runs the testing for you and delivers the personalized content that your customer wants — right to their inbox.
With our personalized Smart Banners and Smart Blocks, you can create all sorts of different templates and options for your lists, ranging from shipping tracking to loyalty updates, abandoned cart information, sale announcements, and more. Plus, all the data stays safe and secure, giving you and your customers some peace of mind.
If you want to learn more about how image personalization works with Zembula, get in touch. We’d love to chat.