Blog, Email Marketing Examples

Example of PRO level personalisation in email marketing

21 January 2019 Comments Off on Ejemplo de personalización nivel PRO en email marketing

We always like to share with you those examples of email marketing that surprise us and that we consider to be an example to follow. One of our team members has received this fantastic email from Zalando which is a example of personalisation in email marketing.

How to become a PRO of personalisation in email marketing?

Personalisation is one of the key points that every email marketing strategy should have. With it, we make our email campaigns interesting for the user who receives them. The message or the products included will be of interest to them and that translates into an increase in the click-through rate and conversion rate. As we will see below, this email from Zalando is an example of professional level personalisation.

What type of email is it?

It is undoubtedly a loyalty email. In this case, Gabriela has received it because it has been 2 years since she placed her first order with Zalando and became their customer. Therefore, the purpose of this email is to remind her and congratulate her on her anniversary with the company.

What is the benefit of having this email implemented?

It is a plus in terms of loyalty. When the customer receives it, they are thrilled and feel special. If we add to this the fact that it is very original, it demonstrates the company's capacity for innovation and creativity, as well as demonstrating the high level of their email marketing strategy.

What elements are necessary to make such an email?

As we can see, this email brings together data based on the user's shopping preferences and order historyHow do we do this?

On the one hand, this type of email uses behavioural/engagement data combined with an analysis of the user's purchase history.
Moreover, on the basis of the browsing (recent searches) and/or purchase history cookiesThe following are determined recommended products.
To do this, an email is created with custom variables, which are fed from the data structure created for this campaign (preferred colour, preferred brand...). Sometimes, if we do not have the database prepared with this type of fields, new fields are created to store this strategic information specifically for that campaign. That is to say, marketing campaigns that are fed from an ecommerce purchase history table.
As far as the timing of sending is concerned, this is established on the basis of a specific reason or trigger. In this case, the customer's anniversary with the brand. So, when the big day arrives, the email is sent automatically with personalised data. This means that for another customer the email will be completely different, as it will have been created based on their own preferences.
Another interesting email combining personalisation, upselling and automation is coming soon!