One of the first thing that a company personalises is addressing the subscriber with their first name (if they have it in their data of course). Emails will say “Dear So and So” or “Happy Holidays So and So!”
Pulling name data is pretty easy but it doesn’t just need to stop there. A lot of insurance companies will also use the data they have to let you know when your policy is up for renewal and input information such as how much you’re paying or how much you can save if you renew by X date with them within the email.
Apart from this you could also alter the order of content appearing on emails. Companies are able to do this by data they collect. For example, if you were a grocery store with a loyalty card, you could easily email your card holder customers with an email that brings up grocery deals in priority of what they tend to shop for more.
So why personalise? Stay tuned for volume 2 of Personalisation in Email to find out more!
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