5 steps to move closer to one-to-one personalization

Email

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“One-to-one marketing” continues to be one of the biggest buzzwords of 2019. At MarTech West last month, it felt like everyone at the conference discussed how their teams are working to foster personalized connections with customers through technology stacks. It also was refreshing to hear that I’m not alone and no one has achieved truly one-to-one marketing – at least not yet.

Customer-centric brands constantly adapt and improve processes to cater to its customers more effectively. Here are five steps such brands take to get closer to one-to-one personalization.

Spotless data

It doesn’t matter how engaging your content is if you’re not making it into subscribers’ inboxes. To ensure you’re maximizing the potential of all its email campaigns, practice good data hygiene. This involves removing inactive subscribers, fake accounts and duplicate email addresses regularly. I’ve seen these practices allow retailers to see a 60% lower average bounce rate during the busy holiday season which translates to more conversions.

Good deliverability reputation with ISPs

It’s imperative that brands follow email best practices to establish and maintain a good relationship with internet service providers like Gmail, Yahoo and others. A poor reputation with any of the ISPs puts a barrier between your brand’s emails and their subscribers’

Read from Channel: Email Marketing – Marketing Land

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