Email marketing personalization has always been an important part of email campaigns. It makes sense, right? If you’re sending emails that aren’t relevant to customers, they’re going to delete them.
While most marketers use list segmentation to personalize email for different audiences, there are now a lot of other factors you need to consider.
According to our Q3 2014 Consumer Device Preference Report nearly half of all email opens are taking place on mobile devices. People are reading emails on many different device and are always on-the-go. If they find that your emails aren’t offering what they need at the moment of open, there’s a pretty good chance they’ll delete it before you can even say “irrelevant.”
True personalization means sending emails that can react in real-time to every customer’s context. It’s also been proven to work really well. Personalized emails can deliver 6x higher transaction rates, but 70% of brands aren’t using them. Whether it’s raining outside or a customer is walking by a store just as she happens to open the email, truly personalized email marketing campaigns have to take into account not just the who of the recipient, but the where, the when, and the how.
Want to learn more? Our latest eBook, Email Personalization 2.0, shows how brands have already started personalizing emails to respond to customer location, weather, device and more.
In Email Personalization 2.0_, you’ll learn:_
– How brands like Airbnb, The Knot, ESPN and others are using email marketing personalization
– What kinds of customer data can be used to create better user experiences
– The different functions and features of email marketing personalization
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