The media, social networks, billboards, marquees or posters in public places… There are various options that advertisers use to deliver their products. In the midst of this barrage of canals, brands work on personalizing their messageso email becomes a great ally.
He email marketing is he sending of communications, informative or commercial, the receipt of which has been previously authorized by the subscriber to an email addresswhich is included in a database. Given their capacity for personalization, these shipments can guide potential customers, create brand image and increase loyalty, in addition to being another sales channel that helps maintain interaction between different purchasing processes. “Each business must analyze its data and carry out tests to adjust its strategy in a personalized way,” says Lidia Castillejo, head of business development at Acrelia.
To do this, it is necessary to understand the subscriber with a deep knowledge of their behavior and preferences. And it is not enough to send messages, you have to understand who receives them. There are different ways to obtain data to know what subscribers’ preferences are and thus be able to personalize the messages sent by email.. One of the ways to do this is Zero-party data or zero-party data (ZPD), that is, those that the user voluntarily gives.
“It is when you use the registration form, for example, for the newsletterdownload a lead magnet or complete a purchase process on the web. A drop-down menu is then included so you can choose what type of messages you want to receive,” explains Castillejo. In addition, he adds that These data can be linked to a customer file in the CRM and thus complement each other with references of purchased products or monthly spending, even with web views or social interactions.
Deep knowledge of subscriber behavior and preferences is the basis of the strategy
When it comes to large databases, the conducting surveys, advanced statistical analysis and segmentation They are tools that help understand how users behave.
As the Acrelia expert indicates, campaigns can be personalized from two points of view: “To expressly include data of the user who receives it and to send only content that is of interest to you“. In the first case, tags are inserted into the content, for example, including the name in the subject of the email or in an image. In this way, there will be the feeling of a more personal and direct contact. Secondly Furthermore, Castillejo states that “the contact list is segmented and the campaign is sent to only a part, which is potentially interested.”
However, the email marketing does not work alone. Integration with other channels, such as social networks and mobile marketing, helps improve the customer experiencesince it ensures different points of contact with the user. “Focusing on the customer means being multichannel because they are multichannel and we must respond to their needs,” says Castillejo.
Security and privacy
Collecting data that users voluntarily give has become a challenge for brands, so security and privacy is at the center of the strategy. “Security also influences the purchasing decision. Companies are increasingly committed to data protection,” highlights Castillejo.
Among the measures to protect the user, the platform expert email marketing emphasizes that “Companies can implement protocols to try to prevent cybercriminals from using their email addresses. e-mail to send fraudulent messages. By authenticating your domain with SPF, DKIM and DMARC policies you can also achieve other benefits, such as improving deliverability or implementing BIMI.”
On the other hand, the business development manager considers it vital “use a platform that stores data in Europe and carry out adequate treatment by applying the necessary safety measures.” In this sense, Acrelia is certified in ISO 27001 and in ENS medium category, with more than 68 measures implemented.
Along these lines, fraudulent emails are in the crosshairs of both companies and users. Since the implementation of the General Data Protection Regulation (GDPR) – it came into force in May 2016 and has been applied since May 25, 2018 -, The user must explicitly give their consent so that companies can send them promotional campaigns.. Castillejo says that this, surely, “has helped reduce spam, but it is true that it continues to reach many users, also despite the filters used by internet providers and email managers.”
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