Personalization has always been a part of the marketer’s toolbox. Talking directly to the reader, with personal details such as name included, tends to produce better results. But this kind of personalization is really rather superficial. You must know the customer at a deeper level in order to make the most sales.

As reported in Email Insider, “Google recently dubbed every tiny interaction consumers have with brands as ‘”micro-moments,” the new battle ground for brands.'”

You need to manage these micro-moments for the best customer experience, which will produce the best customer loyalty.

Google posted tips for managing these micro-moments more effectively. Email Insider has given us a summary of these Google tips.

As Email Insider points out, your emails can seem intrusive to your customers. To avoid turning them off to you, watch for these considerations:
• Understand customer needs in-the-moment
• Use context to deliver the right experience
• Optimize across the journey
• Measure every moment that matters.

To get a full description of each of these things you should be doing, read the original article here: Weaving Micro-Moments Into Your Email Strategy.

You can subscribe to their blog here: http://www.mediapost.com/publications/email-insider/.

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