In this video, learn how to personalize your emails. When people learn to personalize their emails, the audience feels as if the email was written for them.
- [Instructor] Marketers have finally reached the tipping point where hyper-personalization of marketing activities is not only possible, it's a requirement. The shift towards more personalized, targeted email experience is not only due to the advantages in marketing technology, it's what people want. If your brand can cut through the clutter of my day and thrill me with something I want or need, you've got my attention. Think about the recommendation engines that brands like Netflix have built. They work to personalize my experience so well, they can predict what I would want to watch next to a level of accuracy can sometimes feel like they're reading your mind. According to research by Gartner, brands need to think carefully about how they personalize their content today and use as little data as possible. If your customers recognize that four to five dimensions of their personal data is being required to deliver that message, it starts to feel creepy, but you can use fewer data points and lead your messaging with helping, and then you'll do fine. Let's talk about some trends that the average marketer can use to get started. Segmenting your lists is the first step. There are products on the market now that perfect smart segmentation by aggregating all the data from your Google ads and analytics and all the interactions between your brand and your audience list. Writing strong email templates is another step. Spend some time creating the 10 to 15 emails that you need to use for different use cases, like coupon promotion, a biweekly newsletter, abandoned cart emails, those kinds of things, and really dial in all of the elements that an individual in your list would want to see. Review these templates often. Smart triggers go beyond the traditional rule-based triggers that we're all used to. There are artificial intelligent products on the market now that let you quickly identify automated flows that go far beyond the one-size-fits-all email you would normally send to your list. These platforms consent price drops, new arrivals, and back in stock notices to only those who have already expressed interest in those products. Social media and email marketing now work together in a very powerful way too. Some products let you collect user generated content to place in display inside your emails. Brands can now display the highest performing user generated content in their emails, optimizing their emails in real time. Customer reviews are an important part of any brand's marketing strategy. And now you can target customers based on the reviews they left on your site and embed product specific reviews to the customer based on the products that they looked at, but didn't buy. To recap, email personalization 2.0 is a whole lot more powerful than just sending out a coupon on your customer's birthday, although I do look forward to those every year, so don't throw that away completely. Here are some tools that you can use to get ahead of the curve. Personalize your emails to send them at the best time and with the most optimal content. Use smart segmentation and all of the data on every customer to your advantage. Display user generated content to improve the customer experience. Send personalized reviews to increase your click through rates. These strategies will help you improve your customer engagement and keep your audience open to continued further outreach.