The Ultimate Email Personalization Crash Course:

USING DATA IN YOUR ESP TO

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TODAY, WE HEAR A LOT ABOUT PERSONALIZATION.

But, what does this mean?

More importantly, how can personalization make you more successful?

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PERSONALIZATION (N):A means of meeting the customer’s needs more

effectively and efficiently, making interactions faster and easier and, consequently, increasing customer

satisfaction and the likelihood of repeat visits.

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THERE ARE THREE STAGES OF PERSONALIZATION:

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1) MASS MARKETINGTrying to appeal to the whole market using one strategy or offer. This has a low impact, and requires no effort.

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2) SEGMENTATIONDividing the audience into segments based on relevant factors. This has a higher impact, and earns meaningful

gains with limited effort or drain on resources.

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3) ONE-TO-ONECreating offers and content uniquely targeted to each

individual. This has the highest impact, but may require additional resources. Most ESPs have improved tools

to support this effort.

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WE KNOW WHAT YOU’RE THINKING.

“That’s great! ...Now how do I do it?”

We’re glad you asked.

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To achieve segmentation or one-to-one marketing, you need data.

In fact, engagement is driven by data.The more you know about your subscribers, the better

you can target your marketing efforts.

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Here are some of the data fields you can use to create better segmented and more personalized campaigns:

• Age• Gender• Geographical Location• Presence of Children• Homeowner Status

• Household Income• Marital Status• Purchase History• Webpage Visited and Products Viewed

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KEEP IN MIND:The best data points for you depend on your industry, business model and your end goal.

For example, homeowner status may be important to Lowes or

Angie’s List, but may not move the needle for Chick-fil-A.

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Once you know what you’re doing with your data, you need to

integrate your data into your ESP.

You can upload data through the following methods:

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ONE-OFF BATCH PROCESSING= Simple, but time consuming

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API= Requires developer assistance to hardcode calls to upload data into your ESP. The benefit

with this method is, once this integration is built you can take advantage of the real-time,

automated updates.

CONNECTORS= Previously built integration between

your ESP and CRM

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After you’ve uploaded the data, IT’S TIME TO PUT IT TO WORK!

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You may choose to segment your lists by

a singular data point or, for a more targeted

approach, segment by multiple layers.

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For example, this day spa created email list segments based on...

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GENDER MARITAL STATUS

John, Help the women in your life ease the holiday stress with a visit to ABC Spa.

Get $25 off your next purchase of $100 or more.

Email 1 (unmarried male):

Jane, Treat yourself this holiday season.

Get $25 off your next purchase of $100 or more at ABC Spa.

Email 1 (unmarried female):

John, Give your wife the gift of relaxation.

Treat her to a day at ABC Spa. Get $25 off your next purchase of $100 or more.

Email 2 (married male):

Jane, The hunt for your husband’s perfect gift can be stressful.

Take a break from the holiday hustle with $25 off your next purchase of $100 or more at ABC Spa.

Email 2 (married female):

For a more personalized approach,

you can send email messages specifically

targeting each individual.

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For example, Starbucks sent this email to a customer utilizing her name and purchase history.

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To recap:

• Personalization is crucial

• Personalization is driven by data

• Before you personalize, you have to determine what you want to achieve

• There are multiple methods for integrating data into your ESP

• After integrating data, make it work for you through segmentation or a one-to-one experience

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Thank you for watching!

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