LSPersonalization, Segmentation, and Relevancy in Email
As my inbox becomes increasingly more crowded, I quickly skim the emails I've received and decide...read, delete, unsubscribe, or (dun, dun, dun) mark as spam. What causes me to make this decision? The answer is simple: Is it relevant to me and do I care about it?
I, like all subscribers, expect messages to me tailored to me. And, if they aren't, then the sender isn't going to get the results they are hoping for (ie. opens, clicks, conversions).
To send relevant emails, brands can use a variety of techniques, including: segmentation of lists or dynamic content based on behaviors/attributes/etc., triggered emails based on behaviors, and personalization. However, getting these techniques right is hard. We've all gotten the infamous "Hello {first _ name}" or an email thanking you for attending a webinar that you didn't actually attend.
So, how do you get it right? What difficulties are you facing in sending targeted messages to your subscribers?
I'd also love to see examples of what brands are doing it well. Have any examples you'd like to share? I can go first :)
I LOVE What to Wear's emails. Every aspect of their email is personalized to me—and I genuinely look forward to receiving them every day. Not only is the weather forecast and events for the day customized based on my location in Boston, but clothing suggestions are personalized based on the fact that I am female and exercise tips are based on my preferred temperature range for physical activities.
I actually joined Dollar Shave Club over the summer. Just one of those things where I thought, "that's one last thing I need to remember at the grocery store."
Then, right before I received my first box in the mail, I was sent this email:
Even the subject line caught my attention: "We're about to ship your first box. Toss more in?"
And I remember thinking, "what else can I shave off my grocery list?" (Pun intended)
I spent an additional $15. This goes to show personalization isn't about knowing a prospect's first name; it's about understanding a user's buying process and aiming to help them make it better. In my case, they knew, as a subscriber, that I find value in saving time buying razors at the store. If I value that, theoretically I should also value saving time and money on shaving cream, too.
They were right. It worked.
Nice example!
Do you have good ones to share?
Dollar Shave Club is one of those things I signed up for not only for the razors, but to experience the personalization of their marketing. They truly have locked down their online marketing process (targeted ads on Twitter, automated emails, timely shipping notices, etc.).
Even the packaging is simple, but what I find most impressive is how easy it is to go from one of their "add additional products" emails to actually receiving that product in your next box. Flawless, simple, and yet to disappoint.
This is not a retail campaign where I buy anything, but I look forward to this daily email from Goalmouth. I am a big soccer fan & I get a kick (pun intended) of these wacky & weird stories from the world's most popular sport.
http://us2.campaign-archive1.com/?u=330aca5d136dca39f2de8bba5&id=7bb03d0b61&e=10359b4c76
This reminds me of The Skim, except geared more toward the hardcore soccer fans. Great example of knowing what your audience wants to hear about, and getting our of their way to let them read it.