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RESEARCH, ANALYSIS & TRENDS

Personalization, more than just

adding the name in the greeting…

Personalization is one of the most important success ciently have to be created for an individualized commu-
factors in email marketing. Most companies already nication. Therefore, marketing automation is increas-
know that and therefore focus increasingly on more ingly becoming a key success factor in the use of highly
"mature" email marketing measures, such as customer personalized dialogue instruments.
intelligence emails with the inclusion of Business Intelli-
gence and clickstream data from the web shop. Super personalization requires authentic communi-
cation
In general, however, personalization is not a new issue.
In fact, the mantra "the right content at the right time, in A dialogue is only lasting if it addresses the customer
the right place" is in demand for years. on a personal level, therefore demanding authentic and
empathic communication, instead of offensive advertis-
Nevertheless, it still falls short of implementation: Per- ing. Email marketing makes it possible to carry out a
sonalization is in practice often not more than "better" sustained dialogue with the customer throughout the
segmentation. A truly personalized communication, entire customer lifecycle, especially due to its extraordi-
however, manages to have a completely individualized nary effectiveness and efficiency in the digital market-
dialogue with each customer. ing mix. However, a personalized customer approach
means individualization rather than broadcasting. Top
The technical challenge is to map first the process of performers opt, for instance, 1.5 times as often for per-
data collection, information and knowledge production, sonalization as other companies, stated Gleanster, and
as well as the transfer of this knowledge into concrete case studies show more than 500% higher opening
communications measures in an automated closed- rates and more than 90% higher click-through rates
loop. Secondly, methods to collect, declassify and con- with personalized newsletters, according to Marketing
solidate the needed content from various sources effi- Sherpa.
6 Asian eMarketing May 2015 - Personalization in Marketing
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