Personalizing the header images in your emails is an easy and effective way to make your customer feel better understood. Below is an example of a single email from Lyft sent to 4 different users across the country. Though it's a single email, each user sees unique and relevant content. Keep reading to see how to implement this personalization in ExactTarget as well as build it to be scalable.
In my last post, I walked through adding dynamic personalization to your campaigns in Responsys.
Let's now walk through how to accomplish the same thing in ExactTarget.
This ExactTarget Ampscript tutorial will teach you to use data and loop functions to dynamically personalize the content in your email, using Udemy's merchandising as inspiration.
By using loop functions in your campaign, you can have thousands of variations of merchandising in a single send.
This Responsys personalization tutorial will teach you to use data and loop functions to dynamically personalize the content in your email, using Udemy's merchandising as inspiration.
I will create another walkthrough using ExactTarget in the future. If you have a request for a different ESP, shoot me an email or leave me a comment below.
I will periodically post examples of emails that have highly personalized and relevant content.
Udemy is an online learning marketplace with dozens of categories to choose from. Check out this email campaign I received on two separate accounts from Udemy and the level of personalization they are able to achieve. This type of personalization is effective if you run email marketing for an online marketplace or e-commerce business with products in multiple categories.
The user has already shown Udemy what categories they are interested in. It's up to Udemy now to provide the right recommendations.
The titles for the four sections state that the courses listed are the popular courses within the category. That could be based on the number of views, wishlists, or purchases. Regardless of how it's being determined, the users, again, are telling Udemy what the popular courses are within each category.
Providing highly relevant recommendations within an email can drastically improve your email performance. If the email above simply stated there was a 40% off sale without providing recommendations, several additional steps would need to be taken before getting to a product page. By providing the top courses in a category I have expressed interest in, there is only one step between the email and purchasing for me to change my mind.
If you'd like help getting this type of dynamic personalization set up in your email campaigns, shoot me an email and I'd be happy to help: email@example.com
Otherwise, I'll eventually post a step-by-step guide to including dynamic personalization into an email campaign using Responsys and ExactTarget - two of the most powerful ESPs in terms of personalization.
Running an email marketing channel is not easy.
An email marketer often works under intense pressure because of strict deadlines and demand/revenue goals. It's not unusual for an email marketer to be the last one in the office, scrambling to fulfill requests made by other teams or preparing the email campaigns for tomorrow's big sale.
As your business goals grow, make these three key investments to help your email marketing team find continued success.