Which email marketing strategies should you use for content personalization? Read on and find out how to send effective communications to your users.
Email boxes exceed the number of inhabitants in Italy, every day, there are almost a billion email messages that Italians receive, just under 30 for each user. Information, communications, reminders, commercial promotions and much more: if it becomes increasingly difficult for a user to extricate themselves from the sea of e-mails they receive, for companies that choose to invest in e-mail marketing, send effective communications and relevant becomes increasingly a challenge and the risk of ending up in spam or having the message immediately deleted is always around the corner.
How to be effective and relevant to your contacts? Let’s start with the numbers
What makes an effective email marketing campaign? What do users appreciate most and how can we attract their attention, avoiding ending up in spam with one click?
A survey conducted by Adobe in 2018 in the United States on a cluster of men and women of working age reveals interesting insights into how they use emails. Let’s summarize them briefly:
- users check their email inboxes, on average 2/3 times a day, both during working hours and outside, a frequency that increases in the case of younger users;
- lo smartphone si conferma il dispositivo più utilizzato, soprattutto in caso di mailbox personali per questo motivo e-mail con troppo testo o immagini pesanti che risultano difficili da scaricare risultano sgradite a circa un quarto degli intervistati;
- on average, users open a good part of the emails they receive (77% average open rate) but the rate drops when referring to the reading of the message (61% for personal emails and 76% for company emails). Work);
- you want to receive fewer promotions, but more information and above all personalized content based on your interests;
- emails are still considered an effective incentive to purchase (37% of users), a valid opportunity to learn about a brand and its products (27% of users) and useful for choosing which product to buy when the choice is wide ( 17% of users).
E-mails are thus still confirmed as a valid tool for effective marketing campaigns, provided, however, that companies know how to make the most of them by meeting users’ needs.
Contact segmentation: why go beyond the concept of a list
The concept of mailing list has accompanied e-mail marketing strategies since their inception: once upon a time, not so long ago, the e-mail contacts collected by companies were inserted and managed within a single list and the sending of the communication took place without distinction. The result, often obtained, was that of a leaflet campaign: offers and messages also delivered to the inboxes of users who were not really interested.
Fortunately, e-mail marketing strategies have evolved and the now obsolete concept of a list as a unicum of e-mail addresses has been replaced by that of a segment, i.e. a diversified, open and naturally dynamic set of addresses.
User segmentation, which is the basis of an effective profiling strategy, allows the audience to be diversified into more or less complex clusters through the combination of more or less complex criteria:
- personal data (e.g. man/woman, age, employment..)
- behavioral data (e.g. user who visited a particular category of the online shop, purchased a certain product…)
- contextual data (e.g. user who is browsing the site from a particular geographical area or is showing interest in a particular article
- data relating to Customer Lifetime Value (e.g. is it a user who purchases frequently, is it a user who has just registered…).
Content personalization: how to make your campaign more effective
Audience segmentation paves the way for the possibility of personalizing content in order to create even more effective communication, tailor-made for the user who will receive it. As also emerges from the data collected by Adobe, users appreciate receiving personalized and personalized newsletters and email content: all this helps to create the sense of exclusivity and immediacy typical of one-to-one communications. Ability to personalize the message but also the frequency of sending based on the user’s interests and habits: e-mail marketing is thus transformed into an effective user loyalty tool. The brand will thus be perceived by users as attentive to their interests and needs, capable of surprising them with exclusive offers and news.
Marketing automation and artificial intelligence: the key to success for your marketing strategies
Audience profiling and segmentation, personalization of content and sending times through the activation of automated workflows: Blendee’s artificial intelligence learns user behavior and allows you to solicit them in the most appropriate way with extremely relevant content.
Thanks to the over 300 triggers that can be activated, it is always possible to reach and engage contacts with the right message at the right time: within the emails it is in fact possible to integrate products and contents that will populate in real time when the email is opened based on the behavior or characteristics of the target user.
