030: Matt Hayes | Email Personalization: Automating Content at Scale

Key Takeaways:

There are several challenges to doing email personalization repeatedly and at scale. Business-as-usual is not your friend -- when you get stuck in the day-to-day and can’t even get personalization set up, you never even give yourself a shot. Automation and tech is key to achieving the objective of mass personalization at scale. You can’t create one email with millions of variations by hand or manually. It has to be done in an automated way. Timing is crucial if you want to increase engagement, as is relevant content based on each recipients data and behavior. Personalization for one-off emails or per campaign isn't enough  -- you can personalize every email! We're talking about more than "Hi, first name" or segmenting by, say, womenswear or menswear. An amazing way to "right-time" or "real-time" with one email (but multiple versions using content automation) is by using a technology called Open Time Content. This capability lets you create pods or sections in your email that update to the latest content at the moment the email is opened. These pods take the latest content from your CSS feeds, availability, or even inventory in real-time, automatically. With these campaigns, you only needs to set them up once. The content can then be personalized to a recipient's preferences, browse behavior, or context of their journey. Where do you fall on the spectrum of marketers adopting and implementing personalization tactics? Are you leveraging your data to deliver personalized email experiences? Are you using tools that put AI to work for you so you can use all that data to deliver personalized experiences at scale? And HOW are you approaching personalization? Yes, personalized campaigns by situation and behavior are foundational -- but are you taking it to the next level and personalizing your content to the context of the recipient? How can you start thinking today about achieving greater levels of personalization tomorrow?

Full Shownotes:

https://www.emarsys.com/en/resources/podcasts/email-personalization-matt-hayes