Testing for personalisation elements must be with purpose.
This piece suggests some strategies brands can adopt to maximise content creation and improve personalisation efforts for long-term success. Companies must “test with purpose” the various elements of personalisation to see what’s meaningful and adds value. Marketers must prioritise the right tests so that the content created for an email or a button “pays off.”
Businesses may not be able to develop new content regularly. Repurposing existing content that has received positive response can attract more consumer attention. Marketers must analyse segments, traffic sources and device types to identify which content could be repurposed.
To be able to scale personalisation efforts, companies must be able to use rich content to create experiences. Templates are useful in executing this without having to go back to the design or development stage.
[4 minute read]