I know you’ve heard me tout the value of personalizing email content hundreds of times. Still, I am amazed that many marketers don’t believe personalizing email is worth the effort! So, for those of you who still doubt the value of personalization, here’s more proof.
Writing in the October 28th issue of MediaPost’s Email Insider, Alex Madison and Lisa Harmon of email marketing agency, Smith-Harmon, note that a report put out this past summer by the Aberdeen Group found that top performing, or "Best-in-Class," organizations that collected and used data to personalize email campaigns, experienced an average order value increase of 57%.”
The report “Email Marketing: Get Personal with Your Customers” identifies the effects of email personalization on subscriber engagement. The study represents the views of more than 550 organizations and groups companies based on annual performance increases. Through their survey, Aberdeen found that top performing organizations (referred to as “Best-in-Class”) are twice as likely as “Laggards” to use the information collected within their database to personalize email campaigns.
Thomson CompuMark Believes in Personalization
Dave Wieneke, Interactive Marketing Manager at Thomson CompuMark, has proven the value of email personalization. He sends the monthly Client Times Online newsletter “on behalf” of CompuMark’s 22 account managers to attorneys who specialize in brand and copyright law. Each subscriber’s newsletter carries the photo and contact information of the CompuMark account manager with whom they work, and articles are personalized based on the defined preferences of each subscriber.
Says Wieneke, “The dynamic content tools of ExactTarget make this kind of personalization straight-forward; our marketing team implemented this without any specialized resources.”
Since Thomson CompuMark began personalizing email, the number of clickthroughs has increased by 63% and the amount of time subscribers are spending on content has gone up 41%! This is genuine subscriber engagement!
Using CRM Data to Personalize Email Content
One of the reasons Thomson CompuMark has been successful in personalizing email is because they have integrated their CRM system (Salesforce.com) with their email system (ExactTarget). To learn more about how to use CRM and Web Analytics data to personalize email content, download the ExactTarget white paper, “Integrating Email, CRM and Web Analytics”.
Writing in the October 28th issue of MediaPost’s Email Insider, Alex Madison and Lisa Harmon of email marketing agency, Smith-Harmon, note that a report put out this past summer by the Aberdeen Group found that top performing, or "Best-in-Class," organizations that collected and used data to personalize email campaigns, experienced an average order value increase of 57%.”
The report “Email Marketing: Get Personal with Your Customers” identifies the effects of email personalization on subscriber engagement. The study represents the views of more than 550 organizations and groups companies based on annual performance increases. Through their survey, Aberdeen found that top performing organizations (referred to as “Best-in-Class”) are twice as likely as “Laggards” to use the information collected within their database to personalize email campaigns.
Thomson CompuMark Believes in Personalization
Dave Wieneke, Interactive Marketing Manager at Thomson CompuMark, has proven the value of email personalization. He sends the monthly Client Times Online newsletter “on behalf” of CompuMark’s 22 account managers to attorneys who specialize in brand and copyright law. Each subscriber’s newsletter carries the photo and contact information of the CompuMark account manager with whom they work, and articles are personalized based on the defined preferences of each subscriber.
Says Wieneke, “The dynamic content tools of ExactTarget make this kind of personalization straight-forward; our marketing team implemented this without any specialized resources.”
Since Thomson CompuMark began personalizing email, the number of clickthroughs has increased by 63% and the amount of time subscribers are spending on content has gone up 41%! This is genuine subscriber engagement!
Using CRM Data to Personalize Email Content
One of the reasons Thomson CompuMark has been successful in personalizing email is because they have integrated their CRM system (Salesforce.com) with their email system (ExactTarget). To learn more about how to use CRM and Web Analytics data to personalize email content, download the ExactTarget white paper, “Integrating Email, CRM and Web Analytics”.
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