3. Dynamic Content and Personalization
Targeting and customization are just as critical to your online direct marketing as they are to your offline campaigns. Email personalization ranges from the basic use of the recipient’s name in the salutation to dynamic content, such as offering free shipping if a customer purchases X number of times or presenting a pre-determined discount if a customer purchases X number of items.
Published studies reveal that email customization significantly improves marketing campaign success. In fact, personalized subject lines dramatically increase email open rates, while personalized subject lines with custom messages nearly double the average campaign’s click-through rate. The most common strategy is the use of the customer’s name, followed by dynamic and segmented content, demographic data (including age and gender), product and behavioral profiling.
Listrak gives you dynamic content flexibility – from simple subject and body content customization to powerful customer preference profiling. The profiling feature strengthens data mining opportunities and supports a more targeted and successful email marketing strategy. The system lets you gather valuable audience data automatically during subscription. This information is then added to your profiling database for future campaign use.
