Last week I talked about the basics of real time personalization in email marketing and shared two implementation ideas. Welcome back! Are you ready to add real-time to your email program? Let’s take a look at 5 more ways marketers can take their personalization to the next level with real-time email marketing.
Custom real-time feeds
A brand’s internal databases can be used for a number of live data feeds to populate email content. For example, a marketer may want to have their product pricing database feed into the email offers thus keeping the offer current with the most up-to-date prices, even reflecting any changes post-deployment. This also applies to product availability. If a product sells out, a real-time feed would prompt a trigger to replace that product with a relevant substitute in the email message. I am a regular purchaser of Dunkin’ Donuts K-Cups online. However my favorite coffee flavor is also highly popular and sells-out frequently. I hate receiving an email offer promoting that flavor and then clicking through the email only to find out it’s out of stock. By leveraging a custom real-time feed, Dunkin’ Donuts could have automatically replaced the product featured with a substitute directly in the email.
Time of day and weather based personalization
Improving email relevancy doesn’t end with customer-based or a company’s internal data. With real-time email personalization, images displayed on an email can be personalized based on the time of open. For instance, if I received an email from Dunkin’ Donuts in the morning I can expect to see a coffee and bagel offer, but if I didn’t get around to opening that email until noon, it would then display an iced tea and a chicken sandwich promotion to reflect lunch options instead. The weather conditions in the location of an email open can also drive the image and offer displayed on an email. If it’s a chilly 30 degrees in Chicago, a Dunkin’ Donuts email imagery would feature hot chocolate for example. On the other hand, if it was in the 70’s, the email would feature an iced tea promotion. Even the device used to open an email can be detected with real-time personalization. Depending on the device at the moment of open, the image on an email can either display a link to the iOS app for iPhone users or lead to an Android app for Samsung or Google phones.