Where is Email Personalization Headed in 2024?
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Marketing trends come and go, but there’s one thing that steadfastly remains: email marketing. It’s still the channel that can truly drive revenue, improve your customer journey, and build connections over the long term.
So, it must still be the cornerstone of your marketing strategy. And within that? Email personalization has to stay top of mind. Every marketer knows consumers increasingly demand it. That means personalization isn’t just nice to have or generic anymore — it should be the focus.
If you want to see real returns on investment, increased ROAS, and more revenue, understanding what will stand out now and in the future is critical. Here’s where we think some email personalization trends are headed in 2024.
Email marketing works
We’re not afraid to say it. And the data proves it. For most brands, it’s still the channel that drives the most revenue and customer engagement.
Our amazing clients are no different. Using Zembula and incorporating a personalization for revenue optimization strategy, brands like Forever 21, Thrive Causemetics, Makeup Cartel, and Hat Heaven have all seen boosts in clicks, conversions, and revenue.
And that’s while creating better connections with subscribers and improving the customer experience. It goes to show that when used the right way, email personalization is a major win-win — it makes happier, more engaged customers while adding to your bottom line.
The magic is in our dynamic content blocks called Smart Banners™ and Smart Blocks™. With these, it’s easy to turn every email you send into a personalized message tailored for each subscriber, top to bottom. It’s what makes personalization at scale, without adding processes to your workflows or messing around with code, possible.
Embrace customer data
Marketers get hit with a firehose of data daily. And it’s often hard to find the signal in the noise to determine what really moves the needle and impacts readers (in a positive way). That’s why we think using a data-driven approach to email personalization is so important.
We call it performative personalization. Instead of personalizing emails for the sake of it, pick the messages that are most likely to drive your readers to take action and generate revenue.
But how do you know what messages resonate? That’s where predictive analytics and AI can help. Zembula’s AI-powered Campaign Decision Engine is just one example. It runs through your customer data, follows the display rules you set, and determines the personalized message that’s most likely to boost engagement.
Hyper-personalization is key
To stand out, your emails need to become even more precise and super-targeted to every reader. So basic or generic personalization won’t cut it anymore. Embrace speaking directly to each specific subscriber in every email you send — that matters for everything from name personalization to loyalty updates.
With the Campaign Decision Engine, choose your display message hierarchy. That helps ensure the most revenue-generating messages stay visible at the top of every email in Smart Banners™. But at the same time, you can add even more personalization via Smart Blocks™.
And you don’t have to limit hyper-personalization to triggered messages. Instead, use the Zembula approach and expand personalization to every email you send, improving emails and increasing revenue. That allows you to capitalize on personalization everywhere, ensuring no matter what email your shoppers see, they have something tailored to them.
Go all in on email personalization in 2024
If you need to update your email personalization strategy to help you stand out and beat your competitors, now is the perfect time. Don’t let your brand fall behind using old tactics and techniques.
Our clients have seen 11x ROAS and a 10-17% increase in revenue in the campaigns using Smart Banners™ and Smart Blocks™. Plus, their subscribers love getting hyper-personalized targeted emails that feel like brands speak to them directly.
Interested in getting those types of results for your brand? We’d love to help you do it. Get in touch today and chat with one of our experts to learn how email personalization can transform your marketing strategy.
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