Using first-party data can help marketers reinforce their email campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 23, 2019, 6:46 AM UTC

If executed properly, personalisation can improve email conversions.

This piece says that marketers should use customer data to personalise emails and maximise engagement. Rather than just using the subscriber name in only the heading, brands should get the name within the email to help consumers relate to the product better.

In addition to using names and location, marketers should craft personalised email campaigns based on the customer’s lifestyle and preferences to drive better engagement. The author says that marketers can further engagement by integrating status bars that highlight the customers progress through the loyalty program along with CTAs on how to earn more points. 

Mentioning local staff stories and partnerships based on the customer’s location can further create a sense of community among the customers. Fun activities in emails like lifestyle related surveys can help create effective email content and generate more data.

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