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Email Design Tips

The Power of Personalized Content

Monday, July 14, 2008 by Design Team

Successful email marketing is all about delivering the right message to the right person at the right time. Every email program should have a clear goal in mind and a way to measure whether or not that goal is being met. Providing relevant content to your subscribers at the proper frequency will help you achieve those goals.

More often than not, simple open and click data is not enough to drive this level of targeting. However, combining this data with web analytics and CRM means you’ll be one step close to achieving (and even exceeding) those goals.

ExactTarget has the ability to integrate with industry-leading web analytics solutions as well as powerful CRM integrations with Microsoft Dynamics CRM and Salesforce.com. Web analytics and CRM data can flow to and from ExactTarget, providing a robustness to your subscriber information. Once you have an integration in place, you’re able to use it to really drive your email marketing efforts.

For example, you can use subscriber data to drive Dynamic Content within your email message. Instead of showing everyone a list of ten events happening across the country, you can present them with the information surrounding the event closest to them.  Or you can display products that are related to their past purchasing behavior using web conversion data.  From a design perspective, this can free up important space within your email and allow subscribers to focus on the content relevant to them.

At the end of the day, the more you can personalize content, the more impact it will have. If a subscriber has an interest in a certain type of product or a certain category of information, then use that knowledge to custom tailor your email to their interests. Including content you know they like is much better than including content you think they like.  A relevant, targeted email is a powerful communication tool. By leveraging web analytics and CRM data to drive email content and frequency, you can maximize your chances of achieving email marketing success.

Tim Siukola
Senior Email Marketing Designer

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