Inbox Insider: Personalization is the new black

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We all know that relevancy is a term that is very fashionable. However, personalization is becoming more the trend these days.

As Ross Kramer, CEO of Listrak, told me in a recent conversation on effective e-mail marketing tactics, “For many years, the industry has been beating the relevancy drum.”

The key issue for a lot of companies has been how they've done so.

As data becomes more sophisticated — like clickstream or behavioral data, and more personalization options become available, companies have the opportunity to create a more personalized touch. Therefore, personalization has come to the fore.

Through clickstream browsing activity or user purchasing history, marketers can personalize a one-to-one experience.

Kramer offered the example of one of Listrak's clients, video mail order company Movies Unlimited, which the e-mail marketing firm has personalized order confirmations for. Based on the items purchased, Listrak sends a “thank you” note. It has also created a collaborative filter, so e-mails can contain recommended titles for consumers who have purchased similar items.

Kramer said these innovations have generated returns for Movies Unlimited.

“So, we're taking a business process that used to be a cost center, and we're making it a profit center,” he explained.

I have become less hesitant — jumpy, even — to open an e-mail addressed to me that some would say screams of privacy issues.

I have accepted that data collection — which I write about quite often these days — is the norm.

I do welcome certain e-mails that present an opportunity to learn or purchase something that appeals to me.

I'd agree. Personalization is key.

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