Personalisation and e-mail marketing


Standing out in email communication is paramount to generate goal conversions. Personalisation will be key to email marketing in 2021, building trust with customers to generate conversions, and one should not underestimate the power of artificial intelligence.

Email marketing has become the predominant personalisation channel in 2020 and it comes as no surprise that 69% of marketers want to develop it in the coming year. With email marketing having an average return on investment (ROI) of 3,800 percent and being the third most influential source of information after word of mouth and thought leaders, one needs no further incentive to put it on the top of their to-do list.

But what does personalisation exactly mean? What can I do to implement it? And what will the benefits be?

What is personalisation?

While it is important to understand the changes that have come prior to now, peeking into the future is equally important to understand where Google might move next.The company constantly tightens up and penalises dodgy practices like keyword stuffing and spamming, and there are usually one or two fairly major updates every year. Luckily, the search engine giant doesn’t keep you in the dark on major updates. They almost always announce intentions months before they are rolled out, and outline what changes will be made. Twitter is the best place to be following Google as this is almost always the first place they make announcements. In the meantime, here are some bits and pieces to avoid, in order to keep your website out of any penalisation trouble:

Building trust to generate goal conversions

Personalisation constitutes an incredible avenue for marketers to develop brand loyalty, understand and nurture their visitors, and of course generate goal conversions (CTR, registrations, sales etc.).

But for personalisation to work, it has to be relevant, carefully curated and appear as genuine. As a marketer, I have to wonder where this sits within the relationship I have with my customer and their journey through my various digital channels.

If my personalisation efforts appear to not have been properly thought through, this will backfire, coming across as amateurish or with the intent to upsell. Remember some key figures:
• 63% of consumers are highly annoyed with generic advertising blasts
• 80% say they are more likely to do business with a company if it offers genuine personalised experiences
• 90% claim they find personalisation appealing
As personalisation requires to study large chunks of data, and often provide real-time communication, artificial intelligence comes as a powerful tool.

The power of artificial intelligence

Depending on your industry, you will need to equip yourself with the best tools to generate adaptable and tailored communication for your customers. So, when looking for an email marketing platform, ensure it caters for personalisation.

AI comes in handy to monitor browse or cart abandonment. Companies send customers emails, reminding them about products they left in their cart, at a time when they would be more likely to complete the purchase. AI is also incredibly helpful when it comes to recommending partner products.

Remember that the biggest challenge is building trust and making sure your recommendations are perceived positively and actually helpful.