How to be a PRO at email marketing personalization?
Personalization is one of the key points that every email marketing strategy must have. With it, we make our email campaigns interesting for the user who receives them. The message or the products they include will be of interest to them and that translates into an increase in the click and conversion rate. As we will see below, this email from Zalando is an example of professional-level personalization.
What type of email is it?
It is, without a doubt, a loyalty email . In this case, Gabriela received it because she made her first order with Zalando 2 years ago and became a customer. Therefore, the purpose of this email is to remind her and congratulate her on her anniversary with the company.
What does having this email implemented contribute?
It is a plus in terms of loyalty . When the customer receives it, it makes them feel special and excited. If we add to this the fact that it is very original, it demonstrates the outlook email lists company's capacity for innovation and creativity, while also demonstrating the high level of its email marketing strategy.
What elements are necessary to make an email of this style?
As we can see, this email gathers data based on the user's shopping preferences and order history : the most common colour of the garments purchased, the number of orders, the most purchased type of garment, the preferred brands and finally a series of recommendations based on the latest searches carried out. How can we do this?
On the one hand, this type of email uses behavioral/engagement data combined with an analysis of the user's purchase history .
Furthermore, based on browsing cookies (recent searches) and/or purchase history , the types of recommended products are determined .
To do this, an email is created with custom variables, which are fed from the data structure created for this campaign (preferred color, preferred brand, etc.). Sometimes, if we do not have the database prepared with this type of fields, new fields are created to store this strategic information specifically for these campaigns. In other words, marketing campaigns that are fed from a table of the e-commerce's purchase history.
As for the sending time, this is established based on a specific reason or trigger. In this case, the customer's anniversary with the brand. So, when the big day arrives, the email is sent automatically with the personalized data . This means that for another customer the email will be completely different, since it will have been created based on their own preferences.
Coming soon we will see another very interesting email that combines personalization, upselling and automation!
