Personalized email marketing, tailored to the individual customer
Posted: Mon Dec 23, 2024 5:45 am
New technologies have radically changed the way companies relate to their customers, as well as the level of interaction they have with them. The form has changed, but not the substance. Many prefer to “talk” to a brand via Twitter rather than go to one of its stores or call its call center, but in the end their expectations regarding the treatment they want to receive have not changed : we all want to be treated personally and feel that we are an important customer, that we are listened to and attended to .
In order to maintain quality in customer service, brands have multiple tools from social networks to live chats on websites, but today we are going to focus on email marketing. Email is one of the oldest online communication channels , thanks to the fact that it has been able to adapt to new trends. Today it remains the most important online communication medium, leading advertising channels in terms of ROI.
Email allows us to approach a user in an individual and exclusive way and establish a direct relationship with them, for example, by sending personalized messages. Personalization is not simply putting the user's name in the subject or in the text of the email, but must go much further. Currently, sending emails with products adapted to the tastes of each client can be done easily thanks to the innovations of email marketing platforms, without having to spend much more time managing email marketing.
When it comes to hyper-personalising the content of emails, there are many technologies to do so, such as conditioned information blocks, through which we can design a single HTML that is automatically “built” according to the user’s interests. In a single delivery or campaign, millions of different emails are sent with offers adapted to the recipient’s preferences and behaviour. Another possibility is to include a banner of recommended products in the email, which will vary depending on the user’s last browsing on our website or on what they bought in their last purchase.
As an example, imagine a fashion brand that sends an email with discounts. If it is a man who is going to receive it, the offer that will appear first will be for men's clothing, or a block of discounts on children's clothing will appear if we know that he has children or has ever bought in that section.
As we can see, the possibilities are endless and technology is advancing ever faster in this regard. But the challenge is not only technological. Most of the time, in order to make the most of the technology at our disposal, it is necessary to effectively manage an increasingly qualified database, with a lot of information that is updated continuously. This means address malaysia a change in strategy towards a model that prioritizes getting to know the recipient better and seeking their satisfaction. In this process, the role of the CRM Manager will become increasingly important. This professional profile will manage the relationship with customers in any environment and, for the online environment, its natural tool will be email marketing.
Who doesn't like to feel special and be treated like a VIP customer? For example, if it's your child's birthday next week, wouldn't it be great if your local toy store sent you an email with toys they might like? This can be achieved by simply scheduling an automatic campaign and having the details of your child's birthday and age.
On the other hand, hyperpersonalization can also be conceived as part of a cross-channel strategy. For example, a company that sells electronics collects the email addresses of its buyers in the store and enters the details of what they bought into the database. After a few days, we can send them an email thanking them for their purchase and in which we can even add the store where they made the purchase or the person who served them. In addition, in this email we can offer them complementary products to those they bought in the store and that they can buy both online and offline.
This may seem like a complicated process, but advanced email marketing platforms now make it possible to automate these processes so that marketers can focus on strategy.
What is clear is that the era of mass email is over . Now more than ever, it is necessary to be more precise and send users what we know they are really interested in and in the way they want to receive it. If the content is not personalized, the user will not open the email, or worse still, they will get tired of receiving information that does not interest them and will unsubscribe or mark us as spam, making all our efforts come to nothing.
In order to maintain quality in customer service, brands have multiple tools from social networks to live chats on websites, but today we are going to focus on email marketing. Email is one of the oldest online communication channels , thanks to the fact that it has been able to adapt to new trends. Today it remains the most important online communication medium, leading advertising channels in terms of ROI.
Email allows us to approach a user in an individual and exclusive way and establish a direct relationship with them, for example, by sending personalized messages. Personalization is not simply putting the user's name in the subject or in the text of the email, but must go much further. Currently, sending emails with products adapted to the tastes of each client can be done easily thanks to the innovations of email marketing platforms, without having to spend much more time managing email marketing.
When it comes to hyper-personalising the content of emails, there are many technologies to do so, such as conditioned information blocks, through which we can design a single HTML that is automatically “built” according to the user’s interests. In a single delivery or campaign, millions of different emails are sent with offers adapted to the recipient’s preferences and behaviour. Another possibility is to include a banner of recommended products in the email, which will vary depending on the user’s last browsing on our website or on what they bought in their last purchase.
As an example, imagine a fashion brand that sends an email with discounts. If it is a man who is going to receive it, the offer that will appear first will be for men's clothing, or a block of discounts on children's clothing will appear if we know that he has children or has ever bought in that section.
As we can see, the possibilities are endless and technology is advancing ever faster in this regard. But the challenge is not only technological. Most of the time, in order to make the most of the technology at our disposal, it is necessary to effectively manage an increasingly qualified database, with a lot of information that is updated continuously. This means address malaysia a change in strategy towards a model that prioritizes getting to know the recipient better and seeking their satisfaction. In this process, the role of the CRM Manager will become increasingly important. This professional profile will manage the relationship with customers in any environment and, for the online environment, its natural tool will be email marketing.
Who doesn't like to feel special and be treated like a VIP customer? For example, if it's your child's birthday next week, wouldn't it be great if your local toy store sent you an email with toys they might like? This can be achieved by simply scheduling an automatic campaign and having the details of your child's birthday and age.
On the other hand, hyperpersonalization can also be conceived as part of a cross-channel strategy. For example, a company that sells electronics collects the email addresses of its buyers in the store and enters the details of what they bought into the database. After a few days, we can send them an email thanking them for their purchase and in which we can even add the store where they made the purchase or the person who served them. In addition, in this email we can offer them complementary products to those they bought in the store and that they can buy both online and offline.
This may seem like a complicated process, but advanced email marketing platforms now make it possible to automate these processes so that marketers can focus on strategy.
What is clear is that the era of mass email is over . Now more than ever, it is necessary to be more precise and send users what we know they are really interested in and in the way they want to receive it. If the content is not personalized, the user will not open the email, or worse still, they will get tired of receiving information that does not interest them and will unsubscribe or mark us as spam, making all our efforts come to nothing.