The 3 Different Levels of Email Marketing Personalization
Which one is yours?
If you’re a marketer, you do know that personalization is key. Now, this word has been so used that it is losing all its power. So let’s dive in and see what the 3 levels of email personalization exactly are.
1. Personalized content based on your email marketing database
This is the classical one, most of the time you’ll find it at the beginning of emails with “Hello [firstname]”. It actually works with any fields from your contact list (first name, city, country, etc.) and is so basic, I’m not sure we can really call it personalization anymore.
This doesn’t mean you shouldn’t use your recipients’ first-party data. Let me explain. When editing your campaign, some email marketing providers let you choose which content to display depending on your database fields (gender, date of birth, etc.). And this is way cooler than just replacing fields, right?
To do so, all you need is a detailed subscription form to your newsletter. The more questions you ask, the more data you’ll have on each recipient.
2. Personalized content based on your users’ previous behavior
This type of personalization relies on your CRM and all the information you collect on people visiting your website (which pages someone visited, which products someone bought, which products someone added to its card but did not buy, etc.).
Here you’ll need to track each visitors actions on your website via a CRM, and link this CRM to your email marketing provider to collect the data.
3. Personalized content based on context in real-time
With this type of personalization, you can adapt the content of your emails depending on each opener’s context in real-time. This allows you to personalize your campaigns’ content based on each opener’s device, location, weather conditions, etc.
Email intelligence technologies allow you to do so by choosing which content to display depending on each opener’s context in real-time. At every open of the email, those technologies automatically detect each recipient’s context (device, location, etc.) to display the most relevant content.
As you can see on the example above, if someone opens twice the same email and his/her context has changed — here it’s the device — , the content will also change. Stop sending frozen content and start personalizing it in real-time with email intelligence technologies such as Reelevant.
