To meet those demands, marketers are striving to leverage email personalization to move toward 1-to-1 experiences that not only meet, but exceed consumer expectations and set them apart from the competition.
So it's not surprising that, when asked what will be the most important factor for marketing in the future, 33% of marketers respond, "personalization." In addition, 74% of marketers say that targeted personalization boosts customer engagement and see an average 20% increase in sales when using personalized experiences.
Marketers of all levels and capabilities can reap the benefits of sending more relevant, personalized messages that get results.
Personalization in email marketing
Personalization, in the context of email marketing, is the act of targeting an email campaign to a specific subscriber by leveraging the information you have about them.
This could be data such as their name, the last product they bought, where they live, how many times a day they log into your application, among many others.
Personalization is a broad term and can vary in sophistication. Basic personalization includes tactics such as using a subscriber's name in the subject line, while more advanced tactics may include changing the content of the message based on gender, location or other things you know about them.
Personalizing your email campaigns is a proven way to increase open and click-through rates and can have a measurable impact on your ROI and revenue.
Studies have shown that messages with personalized subject lines are 26% more likely to be opened than those without, and Rich Relevance found that revenue is 5.7 times higher among personalized messages.
These results stem from the fact that personalized messages are more attractive to subscribers. Instead of receiving a campaign with generic offers, your subscribers will receive a message addressed directly to them, which includes their name and the offers (products, promotions, etc.) that are relevant to their interests.
Customization with MasterBase® SmartData
What is it?
MasterBase® SmartData® is a solution that enrich the options of customization already available in MasterBase®, by adding a set of functions that allow you to customize the data used in the personalization, either to adapt their format, to establish relationships between them or from them.
With MasterBase® SmartData, personalization is enriched because the data is configured according to your communication needs and the recipient's expectations.
You only need to have a base, coming from a CRM, ERP or other, because, as we well know, data is the fundamental factor for not only MasterBase® SmartData but any kind of personalization to really work. As you will see, the flow is very simple and the way to apply it to deliver value to your customers is even simpler.
MasterBase® SmartData® Flow
You can customize characters, numbers, dates, binary data, arrays, in short, a host of factors that facilitate and enhance the user experience at all touch points throughout their lifecycle.
Top 10 Typical Uses of MasterBase® SmartData
Among the many customization options offered by MasterBase® SmartData, we have chosen the 10 that best illustrate its potential:
- Format to initial capital letter
- Format numbers
- Change date format
- Chaining character blocks
- Rounding numbers
- Evaluate whether one date is greater than another
- Replace values
- Multiplying two figures
- Add years to a date
- Eliminate blank spaces
- Format to initial uppercase - $capitalize
It takes the first character of each value and expresses it in uppercase; the remaining characters are kept or converted to lowercase, as the case may be.
If the names of your contacts have been entered into your database in a different way, some in lower case, others in upper case, by applying this function the message will be sent to the whole database with the recipient's name with initial capital letter, which is the norm for writing proper names.
- Formatting numbers - $formatNumber
Transforms data of type number into data of type character and gives them the format that the user defines by applying the function
Numbers can be formatted to local currencies, percentages, time expressions or other units of measure, as well as being represented as integers or decimals, with or without separation of thousands, among other options.
- Change date format - $formatDate
This function allows you to define the way in which you prefer to express a date.
If the dates stored in the fields of your database have different formats, or a format that does not correspond to the use of your country, some with numbers only, others with numbers but in a different format, others with the month in words and the day in numbers, the message can be sent to all that database with the same date format, defined when inserting the function.
- Chaining character blocks - $concat
Joins a character string, defined as "initial", with another string, defined as "final".
This function takes the content (value) of a field in your database, which when applying the function is defined as "initial", and joins it with the content of a second field, which you have defined as "final". It is ideal, for example, to join in one line the first and last name of a customer, which are in separate fields in the database.
- Rounding numbers - $round
This function allows you to round a decimal number to express it in whole numbers.
Applying this function converts figures containing decimal places into integers. It does this by following the convention of adding an integer from decimal 0.5 and subtracting an integer from decimal 0.49 downwards.
- Evaluate if one date is greater than another - $maxDate
This function checks if the value of the date to be evaluated is greater than a reference date.
The function is prepended and the fields containing the dates to be evaluated and the reference date are defined. For example, dates of signature of an insurance policy versus current date, to notify the expiration of an automobile insurance.
- Replace characters - $replace
Replace the content of a string with the value contained in another string, defined as replacement.
This function allows you to replace a string, which corresponds to a field in your base and is defined as a search string when applying the function, by the value contained in a string defined as replacement, which must also correspond to a field in your base.
- Multiply two digits - $multiply
Multiplies two numbers and displays the result of that operation
The best example of the use of this function is to express the price of various products with the value added tax (VAT) already applied, as a result of multiplying the figures of a price field with those of a VAT field.
- Add years to a date-$addYears
This function allows you to add years to a given date
Taking the date values of a field in its base, it adds the number of years that the user defines when applying the function and displays the sum of both. Particularly useful to warn your customers about the automatic renewal date of a contract, according to the individual details of each one of them.
- Removing blanks - $trim
When this function is applied, only valid characters will be displayed, as the extra spaces between segments will be eliminated.
This function recognizes segments and counts spaces, and configures the data to display character segments separated only by a space.
How to use MasterBase® SmartData?
All you have to do is create - or edit - your message and, when incorporating the personalization expression, embed the MasterBase® SmartData function in it, which will modify the field as you deem appropriate.
For more details on the use of MasterBase® SmartData, please contact your sales representative or contact us at customer portal or, on our platform, go to Take action > Send mass mailing > Create messageYou will find a help resource that, in addition to summarizing the features and benefits of MasterBase® SmartData, will allow you to download one of the three manuals we have provided for you: Normal Level, Advanced Level and Expert Level.
