1. The “automation” of conversations with the user. Terms such as “ customer journey ” or “ marketing automation ” have become part of the usual vocabulary of those of us who work in digital marketing. We all have a notion of what they mean and the situations they refer to. We believe that in the coming months we will see how saudi arabia mobile phone number list CRM and eCommerce departments will ask Email Marketing teams to implement automations in the most critical “touch points” of the customer journey . These critical points will be defined according to the user life cycle model: acquisition, loyalty, conversion and recovery.
2. Personalization of email content based on search algorithms such as “products similar to X” . Until now, mass email marketing platforms offered the possibility of dynamically personalizing part of the body of an email based on the value of a field in the database. Thus, for example, we can create an email in which a section of the email (for example, the image, description, price and account of a product) varies according to the value that each user has in the “gender” field of the database. The objective of this type of personalization is to optimize the user experience at the bottom of the sales funnel and increase the conversion rate of the email . Another way to optimize conversions has been to personalize the email based on a simple but very effective reasoning: if users who “have bought” product A tend to buy product B (based on a firm statistical data), when a user “has bought” product A, I will offer them product B. We can also replace “has bought” with “has visited”. Recommendation solution providers allow you to apply these types of rules to email, web and mobile, thereby significantly increasing conversion rates.
3. Personalization of email content based on “context” variables. A further step in the possibilities of “personalizing” the user’s experience with email consists of the application of more sophisticated algorithms than recommendations and which allow email to be, apart from a conversion channel, a “top of the funnel” channel (allowing the user to “discover” products) . The discovery of these products is done based on the attributes of the product, the seasonality of each one of them, the user’s behavior or the stock levels. In this area, it is worth mentioning the efforts of companies such as Jetlore that are betting on incorporating these “intelligent” personalization systems into email. Another element of personalization will consist of the increasingly frequent use of content that adapts to the context of the interaction . This context can be given by the physical location, the time relative to the advent of an event or the weather, among others. Companies such as Ad-Pure offer specific solutions for this type of personalization.
