What is email personalization in 2023?
Email personalization has been around for a while now. And many brands use some form of personalization as part of an email marketing strategy.
But with changing times and technology comes the need for a new approach. The innovative and fresh personalization in 2018 is old hat and generic today.
Consumers have seen it, are used to it, and in many cases, aren’t going to go out of their way to click and convert more than they have previously.
So what does that mean for email personalization in 2023?
Performative personalization stands out
You have to change your approach. But first, get rid of personalization just for the sake of it. Instead, use your data and focus on the types of personalization that improve your metrics.
We call this performative personalization. It’s a data-driven personalization approach focused on improving performance metrics such as open rates, click-through rates, conversions, and revenue.
It involves using data and analytics to understand the subscriber’s behavior and preferences and creating personalized content and offers tailored to their needs.
This goes above and beyond standard personalization. But it works. Our clients have used Smart Banners™ and Smart Blocks™ to get more from their emails, seeing a 10-17% lift in revenue in emails using personalized Smart Banners™.
Interactivity makes all the difference
Interactive emails have been gaining steam for the last few years. Dynamic emails allow readers to engage with messaging and content directly in their inboxes. It’s one trend that makes your subscribers’ lives easier. They can complete transactions and get information in just a few clicks.
Add animated personalization into the mix, and interactivity can reach a new level. With Smart Banners™ and Smart Blocks™, you can deliver hyper-personalized 1:1 emails automatically. And the animated elements keep messages engaging and fresh, helping you stand out from the competition.
The key to performance-driven personalization is to focus on the data and analytics to understand what resonates with the subscriber and what drives the desired outcomes. Using data to inform personalization efforts, you can create more effective and engaging personalized content and offers that drive better results.
Learn more about your customers
At the end of the day, success depends on your readers and customers. The more you can connect with them, understand their needs, and provide solutions to their problems, the better.
And that’s where performative personalization can help you stand out. Rather than guessing what may work, look into your data and see what you can learn about your customers. The keys to creating better personalized content and messaging are zero-party and behavioral data. This information comes directly from your subscribers and customers, giving you insight into what moves the needle for them.
Then, using Smart Banners™ and Smart Blocks™, you can create personalized email experiences for them. For example, offer product recommendations based on their shopping experiences, tell them when items they’re watching have price or inventory changes, and provide incentives to buy items left in their carts.
Each of these helps drive engagement, increasing clicks and conversions.
Want better personalization in 2023?
We’ve got you covered. Using data and analytics to inform personalization efforts can improve engagement, conversions, and revenue — building a stronger relationship with your customers and readers.
Zembula makes it easy to hyper-personalize your emails automatically without adding extra work to your processes and workflows every month.
If you want to see how to get more out of performative personalization, get in touch and request a demo. We’d love to show you how better personalization can transform your emails.