Do’s and Don’ts To Get Personalisation Right
Day or night, personalization has taken its role to another space, the email world. It is the magic key to getting more emails delivered, viewed and acted on, and all that activity means more sales, higher revenue and better deliverability, right? We also have personalisation platforms that make creating 1:1 emails as easy as clicking a few buttons.
But here’s the unexpected news. Not everybody agrees. Gartner has its own stand on the personalisation perspective when it predicted that 80% of marketers would abandon their personalisation efforts by 2025.
The truth is, email personalisation isn’t as easy as you think it is. It’s not about dropping your customer’s first name in the subject line or message body. You need a reason to use it and plenty of data. And, that data must be well-organized and easily accessible. You will need creative content that uses personalisation in the right context so your subscribers don’t freak out when they see their data reflected in an email.
“80% of customers are more likely to do business with a company if it offers personalised experiences and 90% find personalisation appealing.” – Epsilon
Moreover, a rising number of laws are limiting the kinds of data you can collect, plus how you store, access, use, share and protect it. Let your customers opt out of collecting or sharing their data. Why do you bother with personalisation? It works only when you do it the right way. If your personalisation efforts are not giving you the results you desire, it’s time to change track. Take a few minutes and discover our checklist of things that can help you pinpoint where the problems are, as well as what you’re doing right.
10 Dos and Don’ts of Email Personalization
1. Don’t collect data that you don’t expect to use.
2. Do always get consent before sharing customer or consumer data with third parties.
3. Don’t rely on generic personalization.
4. Do personalize the email subject line.
5. Don’t cross the “creep line.”
6. Do have a fallback plan for blank fields on a data record.
7. Do segment your audience.
8. Don’t personalize every email just because you can.
9. Do extend personalization beyond the email.
10. Do keep on testing.
Bonus : Set a plan for email personalisation.
How you respond to these 10 tips make up your email plan. Your plan also ensures that you know what, why and how you are personalising, what kinds of data to collect, how you will measure for success and what you will do to keep improving.
Personalisation benefits both your brand and your customers while ensuring you will not waste time and money on automations that don’t work. The key takeaway is that personalisation reduces your exposure to needless risks in collecting data you’ll never use.
Here’s how Accordia OMNI can put personalisation to work for you.
Divide your list into newer and older customers, and create messages for each segment.
The first step of personalisation is to indulge in segmentation and this takes less data. Start segmenting when you have the date your customer signed up for emails. Divide your list into newer and older customers. Then, create messages for each segment. If you are not happy with your personalisation results, then you need help to move up from just personalisation to humanized and personalized interactions. Discover further on how we can guide you on the path to get personalisation right. Explore the possibilities.
Source: https://trendlineinteractive.com/resources/article/10-dos-and-donts-to-get-personalization-right/
