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May: Turn Your Emails into Personalized Experiences

Natalie Samuels
  • Updated
Hey,
 
How many times have you signed up for a service and started receiving emails you were not expecting? If questions like, “Where did this email come from?” or “Why am I getting this?” come to mind, you know that the brand is doing something wrong.
 
Getting customers to sign up to receive your emails is just the first hurdle. Once you’ve accomplished this, you need to make sure that you are only sending emails that will actually be of interest to them.
The second most common reason that customers unsubscribe is lack of email relevancy (the first is too many emails).
 
Consumers have unprecedented expectations from the brands with which they interact, and a personalized experience is high on their list of demands.
So how do you keep them engaged?
 
Cheers,
Shai Frank
VP Product, Optimove
 

Strive for Granular Segmentation

Research shows that well-segmented email campaigns generate significantly higher revenue than non-segmented campaigns. For example, if you can isolate a group of customers who are likely to churn, and send them an offer that relates to their past activity, spending patterns, and preferences, you’ve got a good chance of driving re-engagement.

Optimove relies on a rich data layer to offer multiple segmentation options, such as behavior prediction, preferences, and historical activity patterns.
 
These segmentation options can be easily applied to create personalized experiences for small, granular groups of customers.
 

Make it Relevant

After creating the right segments, make sure that your content perfectly fits each recipient. In Optimove, you can use any known customer attribute or past activity as a personalization tag within the message. Go beyond “Hi, [first name]” subject lines to completely alter the look and feel of each email, according to the recipient’s preferences and activities. For example, use each recipient’s favorite product categories to restyle emails with products and copy to match, or tailor them to showcase specific products, based on previous purchases or the amount of time spent on particular pages of your website.

Let Your Customers Be in Control 

Your customers want to know that they have options, and they want to be in control. Using a “preference center” for your marketing emails will enable your customers to choose the specific types of content they want to receive from you, and to opt-out only from those emails they consider irrelevant. Once you let them opt out of specific types of emails, they are more likely to remain subscribed to other emails for the long term, and you will reduce your global unsubscribe rates.

In Optimove, you can activate a different preference center for each one of your Optimail brands, so that your customers can choose to receive the content they prefer from each brand. Learn about using your Optimail preference center here.
 

Announcing the Optimove Certified Professional Certification

We’re excited to announce our new Optimove Certified Professionals certification, designed to give your organization a competitive edge, while demonstrating your proficiency in the most important skills in your field, including customer segmentation, campaign orchestration, and marketing performance optimization. Get certified.

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