Beating Email Fatigue with Smart Personalization

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Email is this one area where there is a lot of debate internally within our customers about creatives, about the message. How do I send my customers a hundred emails a year without sounding repetitive? What we are pushing our customers to do is to use the same technologies they use for ad serving and for the onset optimization within emails. You want to send a few variations of the content, and to have an algorithm decide in real-time when the email is opened what content do I show each individual user. We encourage them to connect their CRM data to the merchandising within emails. The nice thing about email is that you have the email of the customer, which means that I can connect them to my CRM and I know all their purchase history. Can you do merchandising based on history of purchases? It’s gonna be much more efficient than some merchandiser deciding, oh, I want to show five shirts for all my customers. So adding algorithms to the world of email has created, for our customers, not only an increase in CTRs, but we measure attribution, also viewability attribution. Because I can open the email when I’m on the road, I’m not gonna go and click and transact right now, ’cause I’m busy, but if the email was compelling and I saw compelling products, I’m gonna go back home afterwards and I’m gonna make a transaction on the desktop. So if you can do the attribution between the email opens and the transaction on a desktop, suddenly you can start measuring the impact of your email campaigns in a much more efficient way, because realistically email campaigns don’t have more than a single digit CTR, but the economic impact is bigger.

With pressure to increase the amount of emails sent in order to deliver on revenue, the risk of sounding repetitive to customers who may receive upwards of one hundred plus emails a year is high. Here’s how to find the right balance.