The importance of personalised content in email marketing

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Published April 28, 2017

The idea of personalised content in email marketing, which serves users tailored content, isn’t a new one. However, marketers have seen click-through rates improve by an average of 14% and conversions by 10%, so it is something that is definitely worth considering in an email marketing strategy.

How has email personalisation changed over the years?

Historically, creating personalised content was something that took a long time to implement. This was due to having to code every different version manually – the more variations you wanted, the more versions of an email you had to build.

Luckily, email personalisation can now be created by using additional elements in the email’s HTML to generate dynamic content. This will allow different content to be served to recipients based on different data points, without having to spend hours coding numerous email variations. The majority of, if not all, email marketing platforms offer this, however additional charges may apply.

What are the requirements for email personalisation?

The main requirement for creating personalised marketing emails is data. The more data you have, the more personalised an email can become.

Some of the most common data points for personalisation are:

  • Name
  • Age
  • Gender
  • Address
  • Company
  • Company address
  • Job title
  • Job seniority
  • Industry
  • Interests
  • Data bespoke to your brand (such as the user’s account number etc.)

Depending on the sector your brand operates in, you can capture different types of data – making sure you are only collecting data relevant for your brand. For example, knowing which company an email contact works for will be more useful to a B2B brand than to a B2C one.

Data doesn’t have to be solely about the email recipient. For example:

  • An ecommerce store could include stock counts for products that dynamically update.
  • A café may send out different content based on the weather; if it’s hot it could promote its cold drinks, or if it’s cold it could promote a warming hot beverage.
  • A brand running a sale may want to include a countdown timer for when the sale is due to end to produce a sense of urgency, which can lead to increased sales as the end date draws closer.

There are other data points to use such as the recipients previous email engagement, CRM, and CMS data.

If you would like help devising or deploying an email marketing strategy with personalised content, talk to us.

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