Personalisation is a hot topic in the email world nowadays, and it is now an expectation for subscribers to receive email content personalised to their interests, location and behaviour. Consumers no longer tolerate a generic relationship with their brand, so ensuring your content is relevant and valuable to them is vital for email marketers. So how can you personalise your content effectively to boost the performance of your campaigns?
Customise your emails to appeal to the gender of the subscriber to help generate maximum impact.
Not only do you want to show products that match the gender of the subscriber for a more relevant shopping experience, but you also want to inspire them. Consider different imagery varying on the gender to help grab the initial attention of the customer when they open the email. If you are highlighting the latest fashion trends, then personalising the image and copy by gender will provide relevance and increase impact.
2) Past Purchase or Browsing Behaviour
Target active and inactive subscribers by looking at what and when they are buying
You can spend a lot of time asking customers what they like but sometimes the easiest thing to do is look at their behaviour. What are they buying, and equally as important, what are they browsing on your website? This in turn allows you to gauge taste, and allocate your customer to a specific segment or cluster where you talk to them about relevant products. For example OntheBeach might focus on sending holidays from the same/similar destination they visited last time rather than a random destination that you’d like to feature.
Additionally, a clothing retailer could hold data against past purchases and browsing behaviour to suggest recommendations which may be of interest to the customer. For example, if a customer bought a couple of T-shirts from you recently, you could send them information on other products linked/related to these, such as similar T-shirts or a pair of shorts.
It’s not just recent consumers who you can target, by storing the purchase data against your customers, targeting those who haven’t made a purchase in certain period of time is also a successful technique. Try offering them a “we miss you” campaign containing a discount or promotion to incentivise them back onto your website.