Personalized email marketing, adapting to the individual client

The new technologies have radically changed the way companies have to relate to their customers as well as the level of interaction they have with them. The form has changed but not the background. Many prefer to “talk” with a brand via twitter before going to one of their stores or call their call center, but in the end their expectations regarding the treatment they want to receive has not changed : we all want to be treated personally and to feel that we are an important client, that we are listened to and attended.

In order to avoid losing quality in customer service, brands have multiple tools from social networks to live chats in web pages, but today we are going to focus on email marketing. The email is one of the online communication channels veterans, because that has adapted to new trends. Currently, it is still the most important means of online communication , at the top of the advertising channels in terms of ROI.

The email allows us to approach a user individually and exclusively and establish a direct relationship with him, through, for example, the sending of personalized messages. Personalization is not simply putting the user’s name in the subject or in the text of the email, but it must go much further. Currently, sending emails with products adapted to the tastes of each customer can be done easily  thanks to the innovations of email marketing platforms, without involving much more time to manage email marketing.

When hyper-personalizing the content of emails there are many technologies to do so, such as conditional blocks of information, through which we can design a single html that is “built” automatically according to the interests of the user. In a single shipment or campaign, millions of different emails are sent with offers adapted to the preferences and behavior of the recipient. Another possibility is to include in the email a banner of recommended products, which will vary according to the latest navigations the user has made on our website or according to what he purchased in his last purchase.

As an example, imagine a fashion brand that sends an email with discounts. If it is a man who will 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 you have children or have ever purchased in that section.

As we can see, the possibilities are endless and technology advances faster and faster in this regard. But the challenge is not only technological. Most of the time, in order to fully exploit the technology within our reach, it is necessary to efficiently manage an increasingly qualified database, with a lot of information that is updated continuously. This implies a change of strategy towards a model that prioritizes knowing the recipient better and seeking satisfaction. In this process the figure of the CRM Manager will be 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 does not like to feel special and be treated like a VIP client? For example, if it’s your child’s birthday next week, would not it be great if your usual toy store sent you an email with toys they might like? This can be achieved simply by programming an automatic campaign and taking the data 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 of its buyers in the store and enters the details of what it has bought in the database. After a few days, we can send you an email thanking you for your purchase and in which we can even add the store where you did it or the person who attended it. In addition, in this email we will take advantage to offer complementary products to those that you bought in the store and that you can buy both online and offline.

This may seem like a complicated process, but advanced email marketing platforms allow, at present, to automate these processes so that the marketing manager can concentrate on the strategy.

What is clear is that the era of mass email is over . Now more than ever e s necessary to refine the draft and send the user know what really interests you and how you want to receive it . If the content is not personalized, the user will not open the mail, or even worse, will get tired of receiving information that does not interest and will be removed or marked as spam, making all our efforts, stay in nothing.

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