[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2022\/07\/14\/personalized-email-with-context\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2022\/07\/14\/personalized-email-with-context\/","headline":"Personalized email: Relevant messages get real results","name":"Personalized email: Relevant messages get real results","description":"What's the secret to getting email marketing right? Discover how personalized emails boost customer experience, open rates, and conversion.","datePublished":"2022-07-14","dateModified":"2022-08-25","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/kirk-donlan\/#Person","name":"Kirk Donlan","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/kirk-donlan\/","identifier":582,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/a5b6ed3c428c9c82b2640f48e824a8a443b302955de20e702c07852e4cb373d4?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/a5b6ed3c428c9c82b2640f48e824a8a443b302955de20e702c07852e4cb373d4?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/07\/personalized-email_FTR.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2022\/07\/personalized-email_FTR.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2022\/07\/14\/personalized-email-with-context\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/content-marketing\/","name":"Content Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Content_marketing","http:\/\/www.wikidata.org\/entity\/Q558685"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/marketing-general\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]}],"wordCount":1287,"keywords":["Content Marketing","Email","Email Marketing","Personalization"],"articleBody":"Although email may be one of your \u201coldest\u201d digital channels, it can still pull its weight when it comes to driving revenue for your brand. That\u2019s because many customers cite email as their preferred channel, and more people are using email than ever before.If you get email marketing right, your marketing team will look like results-driving heroes. Get it wrong and you\u2019ll have a host of unhappy customers and an even unhappier C-suite.So what\u2019s the secret to getting it right? Personalized email, with context.Let\u2019s look at how personalizing your emails with contextual, relevant content can improve the overall results of your email marketing strategy by positively impacting three crucial areas: deliverability, revenue, and customer experience.      What is email marketing? Definition, benefits, strategies                Email marketing is an ancient art in internet years, but it still works wonders for building brand awareness, driving conversions, and growing customer loyalty. Here's everything you need to know about effective email marketing.      Boost your reputation and open rates with personalized emailMultiple factors impact your deliverability, one of the most prominent being your \u201csender score.\u201d This score \u2014 a number between 0 and 100 \u2014 is essentially a numerical representation of your brand\u2019s reputation as an email sender.It\u2019s based on factors like unsubscribes rates and spam reports. The higher the number, the more trustworthy and welcomed your brand\u2019s emails will be.What influences those unsubscribe and spam rates? The quality of your content.Send nothing but batch-and-blast emails with one generic message, and the majority of customers will regard them as irrelevant at best\u2026 and annoying or intrusive at worst. And don\u2019t expect customers to be judicious when it comes to hitting that \u201cunsubscribe\u201d or \u201creport spam\u201d button.Conversely, if the content of your emails is personalized for the individual customer based on their purchase or browse history and if it\u2019s contextual based on their recent\u00a0 behavior, they\u2019ll be more than happy to engage with your messages. In fact, they\u2019ll be eager to open your emails.If you want to improve your deliverability, improve the quality of your content with personalization. Tailor your emails to the individual recipient. This will keep your open rates high and your unsubscribe rates low.      Benefits of first-party data: Spot-on marketing, fantastic results                With the rise of the privacy-first web, marketers need to focus on harnessing the power of first-party data for gaining competitive edge.      Happy customers, healthy bottom lineIf you knew there was something specific your customers wanted, wouldn\u2019t you deliver it to them? Of course you would. That\u2019s part of your role as a marketer\u2014to provide customers with the best experience possible.It turns out customer-centric personalization is something your customers actually want and expect your brand to deliver. McKinsey tells us \u201cthe vast majority (about 80%) of customers want personalization\u201d from brands. So if you can make four out of five customers happy by personalizing the content you send them, it\u2019s an easy win.But let\u2019s face it, your role as a marketer goes beyond making customers happy. You\u2019re trying to make your business happy, too. To do that, your marketing team must generate revenue and produce measurable results.The good news is, personalization will increase revenue. McKinsey reports that \u201c80% of consumers are more likely to make a purchase when brands offer personalized experiences.\u201dAnd personalized email is particularly potent. According to Litmus, brands see a \u201c$42 return for every dollar spent on email when using dynamic content compared to $21 who never or rarely employ dynamic content.\u201dSo, in addition to satisfying customers, personalized email marketing can make your C-suite happy.      B2C email marketing strategy: 5 tips for better engagement                A B2C email marketing strategy remains key to business success. Here are five ways to make sure your email marketing wins over customers.      5 examples of personalized emailWe\u2019ve already mentioned that customers want personalized experiences, but let\u2019s explore why that is.It\u2019s not because they get a quick thrill seeing their first name flash up in an email you send. It\u2019s because a personalized email, when done correctly, provides the customer with some sort of value.Value in this sense doesn\u2019t have to be monetary. Sure, everyone loves an exclusive discount offer. But when you deliver a relevant, personalized email that informs, rewards, or lets a customer know they’re appreciated, you\u2019re improving their situation.In other words, the customer ends up better off than they were before they opened that email.Here are a few examples of the types of personalized, contextual emails that can provide value to your customers:Price drop: Finally! That product your customer has been admiring on your website for the last few months just went down in price. Set up a personalized price-drop email automation to inform your customer that the thing they\u2019ve been dreaming about is now less expensive.Back-in-stock: Save your customer the effort of having to check your website every day to see if their favorite item has returned to your virtual (or in-store!) shelves. Use personalized back-in-stock emails to update customers on the status of specific products they’re interested in.Post-purchase follow-up: Successful brand marketing comes down to your ability to build meaningful relationships. A new customer just completed a purchase? That\u2019s only the start of their journey with your brand. Craft a personalized, post-purchase follow-up message to thank them for their purchase, suggest complementary products, or provide special care instructions, if applicable.Reviews: Building relationships with your customers is a two-way street. You aren\u2019t just communicating to them, they\u2019re also communicating with you. Give your customers a voice and an opportunity to spark a dialogue by inviting them to review their newly purchased product. You can even reward them for their review, which adds value.Brand updates: Not every personalized communication has to be about a product or service you sell. You can provide your customer with brand updates that are tailored to what would be most relevant to them, based on their location, history, or other data. For example, inform customers with news and updates impacting stores in their location, or events happening in their local regions.      Profile segmentation: The benefits of customer personalization                Discover why first-party data and customer profile segmentation go hand-in-hand and how three brands use them to deliver 1:1 personalization.      Taking email marketing to the next levelEmail marketing is core to your overall customer engagement strategy. It\u2019s a huge revenue generator, and also the main channel a customer turns to when getting to know your brand.Don\u2019t take email for granted; it shouldn’t be treated as a set-it-and-forget-it channel. Evaluate your brand\u2019s email marketing strategy and ask yourself: \u201cAre we relying too much on standard, one-size-fits all emails? Or are we personalizing email?\u201dIf you’re incorporating personalization, you\u2019re on the right track. Now go a level deeper and ask: \u201cAre we personalizing the right way? Are we going beyond basic personalized form fills or product recommendations, and actually making the emails relevant and tailored to the individual? Are we personalizing in real time? Are we able to do it at scale?\u201dToday\u2019s most successful marketers can answer yes to those questions, largely because of advanced customer engagement solutions. Strategy is critical, but much of this intelligent customer-centric personalization would be difficult without technology to help guide and execute.With the right martech and a strategic approach to personalization, you can elevate your email marketing and see significant results.  No cookies? No problem.(Unless your marketing platform is rooted in The Old Times.Then you’re in trouble.)Attract, convert, retain: It starts HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2022","item":"https:\/\/www.the-future-of-commerce.com\/2022\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2022\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"14","item":"https:\/\/www.the-future-of-commerce.com\/2022\/\/07\/\/14\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Personalized email: Relevant messages get real results","item":"https:\/\/www.the-future-of-commerce.com\/2022\/07\/14\/personalized-email-with-context\/#breadcrumbitem"}]}]