The ideas of mass notification and email blasts are by no means on the verge of extinction, but companies everywhere are discovering first-hand that personalization is a far superior approach to marketing in the digital age. According to research from Janrain, 85 percent of marketers agree that a basic level of personalization – whether through segmentation or clustering – is necessary to stand out from the crowd and compel recipients to click through.
Of course, top-tier brands are looking for a more precise and creative method of personalized email marketing that goes beyond the basics. As per the nature of competition, winning organizations will introduce new ways of personalizing messages in order capture the attention of their audiences. Here are three rules that brands must follow in order to take these efforts to the next level:
Start amassing data: To a large degree, the success of a personalization initiative depends on a brand having enough relevant data to distribute across the email database. Unfortunately, insufficient data volumes are a major sticking point for many marketers, according to Marketing Charts. The source cited an Experian Survey showing that 39 percent of brands feel that they don’t have enough data to fully support a winning personalization strategy through email.
That’s why marketers should begin their efforts by collecting as much data as possible, using calls to action, social media campaigns and even database purchasing services.
Marketers should be careful to verify the information before they coordinate a detailed campaign, however, as the data provided through these channels may not always be completely accurate.
Use more channels: The standardization of browsers and applications across user devices has made it easier than ever before for marketers to coordinate cross-channel campaigns. What starts as an email message can now be reworked and repurposed as online blog content or a social media post. Brands that maintain a level of personalization across the channels are most likely to succeed, especially if they master mobile platforms as well.
“Because individuals have multiple devices, and cookies get deleted, it was virtually impossible to deliver consistent and personalized experiences across devices,” stated expert David Williams in a piece for iMediaConnection. “This is now enabled through the publisher’s robust identity graphs.”
Balance user privacy: Once a brand has collected an impressive list of email contacts and learned how to personalize content in creative new ways, it’s easy for strategists to get carried away with sending overly detailed messages. While a handful of recipients may appreciate granular levels of personalization, most will find this approach to be invasive or strange. In some cases, it could lead to an increased unsubscribe rate, which is every email marketer’s worst nightmare.
For this reason, marketers should pay attention to their analytics reports to discover for themselves the most appropriate level of personalization for their email efforts. A brand will soon figure out the ideal mix of privacy and personal content unique to its audience.