Big data, hyper-personalization and triggered messages have all gotten a lot of press over the last few years. It seems like everyone would be firmly seated on the one-to-one marketing bandwagon by now. However, the reality is that many marketers aren’t able to leverage data to personalize campaigns. In a recent study by Yes Lifecycle Marketing, 17 percent of marketers cited a lack of tools for personalization, and 26 percent stated the process of creating customized campaigns is tedious. This is a real tactical challenge in today’s marketing world for those that want to use more personalization.
These challenges, whether related to lack of tools or resources, mean that retailers have been slow to progress in this area. Therefore, it’s not surprising that nearly half of marketers send the same content to every subscriber, and 17 percent of marketers don’t apply any type of personalization to email.
While personalization may not be simple to implement, let’s pause to think about the subscriber’s experience and perspective. When a company fails to tailor its messaging, a subscriber notices the lack of effort. Feeling like a number instead of a person can lead to message tune-out and degraded brand value. In fact, the top reasons subscribers give for unsubscribing from an email program are irrelevance (21 percent), failure to meet their needs (21 percent), and boring/repetitive content (17 percent).
While you’ve been reading this, you may have thought to yourself that you’re among the half of marketers struggling to bring personalization to your email program. If that’s the case, take note! Triggered messages are a feasible way to create customized experiences for your subscribers — they also take less effort than many other types of personalization. However, all triggered messages aren’t created equal. Certain types of triggered messages perform better than others, with higher read rates, clickthrough rates and conversion rates.
If you’re able to add just one new triggered message this year, make it one of these:
It will take time and effort to add a new triggered or personalized message to your email program. Start by carving out an hour of your schedule to reflect on the viability of adding one of these three triggered messages. Do you have their date of birth in your database? Consider starting with a birthday message. Review Return Path’s 2018 Email Marketing Lookbook for inspiration from others. You’ll find that even an hour can do a lot to move you away from the daily task list and into the process of evolving your email strategy.
This post originally appeared on Total Retail.
Bonnie is passionate about excellent customer experience. With a background in marketing, merchandise buying, and retail management, she helps companies stay relevant amid the changing digital landscape. Bonnie leads the knowledge and consulting teams at Return Path, the global leader in email deliverability. She is an active Email Experience Council committee member, featured speaker for events, and writes monthly for the Return Path blog and TotalRetail.
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