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.
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.
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:
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:
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.
Sign up to our regular newsletter for more marketing insights