Personalization has been in the marketer’s toolbox for decades. While personalized email isn’t new to email marketers, it hasn’t been leveraged to the degree possible. In today’s world of opt-in and permission-based marketing, consumers who opt-in to an email program are choosing to hear from that company or brand. They are expecting personalized communications that are relevant and timely to them, especially when they’ve provided preferences and information about themselves.
The emergence of big data opened a whole new world of customer relationship marketing opportunities and provided email marketers an arsenal of fresh and timely customer data. This development has allowed marketers to become specific, relevant, individualized, and targeted in their prospect and customer communications. While most marketers are evolving past the traditional tactics of batch and blast, many still struggle with personalization beyond "Dear (First Name)." Mass personalization is where the industry is heading, and it’s consumer behavior, not marketers, driving this trend.
Consumers are providing information about themselves more freely, and are demanding frictionless experiences as they navigate between devices and the on and offline world. As marketers compete for inbox placement, brand alone will not be strong enough to drive opens and customer engagement — the data consistently shows that customers opt out of an email program when it isn’t relevant to them. Marketers now need to get more sophisticated in driving relevancy for the customer. Personalization is critical for marketers to grab attention and foster loyalty. Through personalization, marketers are able to continuously capture and leverage preference and permission data to optimize across the customer lifecycle.
The bottom line — personalization is important and it increases conversion. With the synergies of technology and data, email personalization can be much more sophisticated in leveraging individual customer behavior. By creating content that has the maximum relevance for each message sent, marketers are establishing a connection with the customer based on their surroundings and circumstances the moment they experience the message. More importantly, personalization will create loyalty that drives long lasting customer relationships.