Your customers expect personalization in email. Here’s how to do it.
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Personalization is more than just a trend. It’s here to stay. So the sooner email marketers incorporate advanced personalization into messaging, the better.
And how to do it? Through a combination of data and performative personalization.
Since today’s consumers demand and expect personalized content, you have to do more to stand out. Basic generic personalization doesn’t move the needle anymore.
To make a real difference, you need to personalize your emails to drive action, generate clicks, and increase conversions. Here’s the good news, Zembula makes it easy.
Personalization beyond a name
The days of adding a “Hey Name” to your emails and subject lines and calling it a day have long passed. Now, you must create content and messaging that reaches customers and readers individually on a 1:1 level.
That’s where performative personalization comes into play. It’s personalization with the express goal of triggering conversions and revenue, not personalization just for the sake of it.
When you create a strategy around performative personalization, you can analyze your data and respond by putting your customer’s needs and interests first. As a result, the emails they get will have personalized information, notifications, and messaging that drive action and engagement.
Your readers will have a better customer experience, which makes them more likely to click and convert. For example, add abandoned cart and browse messages, shipping notifications, flash sale and promotional updates, inventory and pricing changes, loyalty points, and more.
But, of course, the results speak for themselves. Our clients have seen, on average, a 10-17% increase in revenue by using Smart Banners™ and Smart Blocks™ to increase personalization.
Add personalization where customers least expect it
So many email marketing strategies center around promotional messaging. It makes sense; that’s a surefire way to generate clicks and conversions.
But, by just focusing on promotional emails, your brand may miss out on real opportunities to increase revenue.
We’ve found that there’s untapped potential in triggered and journey emails. And these are perfect places to start focusing on performative personalization.
There are a few reasons why:
- These emails tend to have higher open rates, so you have a better chance of generating more eyeballs on your emails.
- Consumers don’t expect hyper-personalization in triggered and journey emails, so it’s a way to surprise, delight, and improve their experience.
- With Smart Banners™ and Smart Blocks™, it’s easy to add primary and secondary calls to action in emails to get more engagement out of them.
Using Smart Banners™ and Smart Blocks™, you can transform any email you send, even a shipping confirmation, into something personalized to your customer.
That opens a world of possibilities, especially since dozens of Smart Banner™ and Smart Block™ templates are available at your fingertips inside the Zembula platform. So you can add variety and interest to your messages. And with personalized animation, your emails are always eye-catching because they’re different.
Level up your email personalization
The Zembula platform makes it easy to focus on performative personalization while streamlining marketers’ processes and workflows.
Choose your email templates, add a snippet of code, and hook up your data sources. Then, set your data parameters for when each banner or block displays. You can even set message hierarchies to ensure you’re constantly sending something personalized and maximize conversions.
From there, a single pixel does all the heavy lifting. Zembula’s AI-Powered Campaign Decision Engine runs through every customer and your data parameters and then chooses the best block or banner to display to them — automatically.
Personalization doesn’t get easier than that.
Exceed customer expectations
Today’s consumers are savvy. They know personalization matters, and they only want to buy from brands that deliver. So, make sure you’re not only meeting their needs. You’re standing out from the pack.
Zembula helps you do it. If you’d like to learn more about performative personalization and how we can help your brand do more, check out our recent webinar: 5 Reasons that Make Zembula the Best Personalization and Dynamic Content Solution.
In it, you’ll learn what makes Zembula stand out for your customers while still making it easy for your marketing team.
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