What is personalization in electronic messaging?
It is a marketing tactic that, based on the data of your subscribers, elaborates more specific messages, aligned to each one.
This involves personalizing content based on the unique qualities of your subscribers, such as name, gender, location, date of birth, but also - and more importantly - their behaviors (manifestation of interests, recent purchases and more).
Considering how marketing messages flood the inboxes of email users, personalized messages are much more efficient in capturing the attention of recipients and, therefore, more effective.
They have 2.5 times higher click-through rates and are 6 times more likely to achieve a conversion. In addition, 73% of consumers report that they would prefer to do business with brands that use personal information to increase the relevance of their experience. (Source: Experian).
Giving subscribers the personalization they crave has never been easier than it is today, thanks to MasterBase® and its differentiated automation process, which pulls data from different sources (web, CRM, ERP, an Excel spreadsheet) and creates tags and fields to customize the name, subject and content (including copy, images, content sections and more).
What is an email marketing automation process?
It occurs when the software, behind the scenes, automatically sends campaigns to your customers and prospects according to the rules you define.
In automation processes based on workflows or workflows (campaigns), automatic messages are set up once and then sent with a given content and layout, each time a subscriber meets a predefined condition.
In the case of MasterBase® the flow is similar, the difference is that the content is not pre-established, but is configured according to conditions associated with each contact based on a Get, Manage and Act model, as described in detail in the article: Get, manage and act. Three actions to achieve true 1-to-1 personalization.
How does personalization and automation help increase conversions?
With certain details of personalization and automation already clear, you may be wondering how revenue actually increases. Great question. Let's take a look at some answers.
- Automation gives customers what they want
Email marketing has the highest conversion rate of all marketing strategies. In fact, for every dollar spent on email marketing, the average ROI is $38. However, this kind of ROI is only possible if customers want to hear from your company.
If yours is a large company that produces multiple types of content, like BuzzFeed, for example, this would be a particularly difficult feat without automation. To get your subscribers to pay attention, you need to know what they want and give it to them.
Imagine how long it would take BuzzFeed to communicate if it manually sent every message to every customer on its 23 contact lists, instead of using data, personalization and automation to deliver relevant messages.
By applying marketing automation, you are using proven methods, based on customer data and actions, that translate into communications capable of giving subscribers exactly what they want.
- Increased relevance leads to increased sales
With marketing automation, not only do you have the option to send personalized messages that are triggered automatically, but you can also more accurately target the best recipients for each mailing, thanks to the rules it sets up.
Personalizing each of these messages really pays off. In fact, between 70% and 94% marketers have seen an increase in effectiveness after employing personalization techniques, Venture Beat reports.
The more relevant your messages are, the better your chances of increasing sales.
- Personalization makes the customer feel special
Earlier we mentioned that 73% of consumers prefer to do business with brands that personalize, and 86% of consumers indicate that personalization plays an important role in their purchasing decisions.
Even with persuasive statistics at hand, 70% of brands still don't personalize. This is very disconcerting when you consider that consumers spend more money with brands that send personalized messages than those that do not.
