Personalization is feared by marketers. Overcomplicating, avoidance, and easing FOMO with {first_name} in emails is common. Deliverability is now tied to subscriber engagement and personalization is crucial for reaching subscribers in a relevant way. It's becoming a key component for successful deliverability.
A personalized email experience doesn't have to be completely unique, but it should be personally relevant. High-level (1:1) content includes personal data, mid-level content tracks interests and activities, and low-level content targets common subscriber lifecycle events. The softer approach of mid and low-level personalization is more effective for creating subscriber engagement.
Creating a winning and automated personalization strategy involves identifying common lifecycle patterns, resolving missing data opportunities, and utilizing the data in the context of the lifecycle. Build automations to implement touchpoints in real-time and update send frequency and content triggers based on subscriber behavior. By dedicating time to these steps, marketers can improve their email marketing performance and create a more relevant and reliable inboxing experience.
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What Marketers Get Wrong About Email Personalization (And How to Fix It)
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