‘How to find the email personalization sweet spot’ – ‘Marketing Land’ Article
Scott Helmes says, “Personalizing messages through targeted email marketing creates value in customer communications, but sometimes brands can get too personal.
Finding the right balance when sending personalized messages to recipients can be tricky. But understanding purchase behavior, knowing when to withhold information and looking beyond opens and clicks will help marketers find that sweet spot.
Understanding purchase behavior
Not all marketers use all of the data available at their disposal to their benefit, especially purchase behavior. But marketers need to be careful when analyzing this data, because it is easy to misinterpret.
For example, if you’re purchasing a gift for someone online, and you begin to receive personalized emails from the site based on those preferences and not yours, there’s a real disconnect there.
Therefore, marketers need to be flexible and able to recognize when the data is sending mixed signals. The marketers who are doing it best are using that purchase data to create a truly personalized experience once the data is differentiated”.
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