Inbox Insider: Personalization is the new black

Share this article:

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.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Engagement: The Secret Ingredient to a Tasty Marketing Campaign

Engagement: The Secret Ingredient to a Tasty Marketing ...

Organic yogurt company Stonyfield says it's discovered the right recipe for an enthralling digital campaign.

8 Email Marketing Myths Debunked

8 Email Marketing Myths Debunked

Our experts set the record straight.

How to Craft Engaging Emails

How to Craft Engaging Emails

Pushing past the inbox clutter and noise may not be as tough as some marketers may think.