Everyone has received such letters. On the one hand, subscribers do not pay attention to such errors if they happen rarely. But when recipients notice minor inaccuracies in every letter, they begin to form a negative image of the company. Which does not contribute to increasing brand loyalty and sales.
From the customer’s point of view, an incorrect name, city, ordered product is disrespect on the part of the sender. For you, this is a signal that the databases need a general cleaning. How to avoid incorrect personalization of letters and what to do if it needs to be set up manually, we will tell you in the article. Today you will have a serious conversation about tags and shortcodes.
Personalization: examples and parameters
Which magazine do you think will get more subscriptions?
1. Good afternoon! Buy our magazine.
2. Good afternoon, Sergey! In two weeks your subscription overseas data to the Marketing and Sales magazine will expire. Your personal discount number for continuing your subscription is 345697. We will be happy to deliver the new issue of the magazine to your office in Podol. Submit an application?
The answer is obvious. The one that uses an individual approach.
Personalization is not just indicating the recipient’s name in the subject line. And not even mentioning their name at the beginning of the message. Competent personalization is using as many points of contact with the client in the text of the mailing as CRM or monitoring of their behavior on the site provides.
The minimum set is first and last name, gender, city of residence, number of orders from one email address.
With properly configurd email marketing, the number of segments (touchpoints) reaches hundrds. The more of them, the higher the probability of the desird action.
Of course, putting all 100 parameters into one the structure of viruses and their features letter is too much. If you don’t know which personalization element to give preference to, use the research of the VB Insights agency:
Graph of data that can be usd to personalize your mailing
The list of personalization elements is limitd only by your imagination and CRM capabilities. Most of them are “pulled” by mail services from databases or recipient lists. Which, unfortunately for email marketers, are not always filld in correctly and 100%. In such cases, manual personalization of mailings helps to avoid incorrect “FILENAME”.
How to manually set up personalization
Shortcodes and how they work.
The mechanism of manual and automatic personalization uae phone number is the same. The difference lies in the performer and time spent. In the automatic system, the user only needs to press one button and select the desired parameter. In manual mode, you need to know not only shortcodes, but also the rules for entering them, as well as understand a little about HTML-layout of letters. Let’s show you how to fill in the “Name” field:
