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.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions