- [Instructor] Marketers have finally reached
the tipping point where hyper-personalization
of marketing activities is not only possible,
it's a requirement.
The shift towards
more personalized, targeted email experience is not only due
to the advantages in marketing technology,
it's what people want.
If your brand can cut through the clutter
of my day and thrill me with something I want or need,
you've got my attention.
Think about the recommendation engines
that brands like Netflix have built.
They work to personalize my experience
so well, they can predict what I would want to watch next
to a level of accuracy can sometimes feel
like they're reading your mind.
According to research by Gartner, brands need
to think carefully about
how they personalize their content today
and use as little data as possible.
If your customers recognize that four to five dimensions
of their personal data is being required
to deliver that message, it starts to feel creepy,
but you can use fewer data points
and lead your messaging with helping,
and then you'll do fine.
Let's talk about some trends
that the average marketer can use to get started.
Segmenting your lists is the first step.
There are products on the market now
that perfect smart segmentation by aggregating all the data
from your Google ads and analytics and all the interactions
between your brand and your audience list.
Writing strong email templates is another step.
Spend some time creating the 10 to 15 emails
that you need to use for different use cases,
like coupon promotion, a biweekly newsletter,
abandoned cart emails, those kinds of things,
and really dial in all of the elements that an individual
in your list would want to see.
Review these templates often.
Smart triggers go beyond the traditional rule-based triggers
that we're all used to.
There are artificial intelligent products on the market now
that let you quickly identify automated flows that go far
beyond the one-size-fits-all email you would normally send
to your list.
These platforms consent price drops, new arrivals,
and back in stock notices
to only those who have already expressed interest
in those products.
Social media and email marketing now work together
in a very powerful way too.
Some products let you collect user generated content
to place in display inside your emails.
Brands can now display the highest
performing user generated content
in their emails, optimizing their emails in real time.
Customer reviews are an important part
of any brand's marketing strategy.
And now you can target customers based
on the reviews they left on your site
and embed product specific reviews to the customer based
on the products that they looked at, but didn't buy.
To recap, email personalization 2.0
is a whole lot more powerful
than just sending out a coupon on your customer's birthday,
although I do look forward to those every year,
so don't throw that away completely.
Here are some tools that you can use to get ahead
of the curve.
Personalize your emails to send them at the best time
and with the most optimal content.
Use smart segmentation and all of the data
on every customer to your advantage.
Display user generated content
to improve the customer experience.
Send personalized reviews
to increase your click through rates.
These strategies will help you improve
your customer engagement and keep your audience open
to continued further outreach.