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Introduction:

 

What is email personalization? Email personalization is customizing email content for the individual.

 

Challenge:

 

Our database consists of diverse customers. Current workflow involves one batch and blast email that is sent out to the entire audience. When email content differs, multiple email versions are generated to ensure right messaging. In addition, more than one audience segment is required to be built. In a fast-paced work environment this can lead to an unmanageable workload.

Creating personalized emails for a wide range of individuals can be challenging. Is it possible to personalize emails without having to generate multiple assets? This blog will focus on the advantages of using dynamic content to achieve email personalization and a more efficient workflow.

 

Goals:

 

  • Streamline work process to eliminate multiple asset creation for similar email content.
  • Utilize dynamic content in Eloqua to generate a personalized email experience.
  • Leverage personalization in emails to drive engagement.

 

Benchmark Current State:

 

  • Email metrics are performing around industry standard.
  • Process of creating multiple email versions and audience segments require additional work time.

 

Initiative:

 

Step 1 – Clean Data

Cleaning and standardizing data. Personalization requires that the information in our database is clean, consistent, complete, and current (four Cs of data quality). Recorded information in the database is used to drive dynamic content. Without clean data individuals will not be able to experience the intended targeted message.

 

Refer to B2B: Profile and Target to learn about data cleansing.

 

Step 2 – Content Creation

Build one email.

 

Personalization to include in email body:

  1. Add in a field merge for the contact’s first name in the email salutation to provide a more personalized experience. Field merges can also be included in the subject line.
    • Optional suggestion: Can set a default value (ex. customer) to populate, in the event first name field is blank. Note: It is not best practice to set up default value in a first name field merge for forms.
  2. Sign email off using a signature layout to allow individuals to have access to sender’s contact information. If the email needs to be signed off by multiple individuals from the company/organization, a general signature layout can be created from Eloqua user fields. Using a signature layout composed of user fields requires a signature rule to assign who the email is coming from. Since information is pulled from the Eloqua user, ensure information in user signature field is accurate. 

 

Step 3 – Dynamic Content

Create new dynamic content. The pre-built content can be dependent on information from: contact fields, account fields, custom object, or event data.

 

Dynamic Content.JPG

 

Example:

If, contact field equals “fill in the blank” display this content. Boolean logic (and/or) can also be used to create a more complex filter criteria.  

Remember to select a default rule. Default rule content will display when no other rule conditions are met.

 

Step 4 – Incorporate Dynamic Content in Email

Go back to the email and add in the created dynamic content (highlighted in blue).

 

Email.JPG

Step 5 – Test

Send test emails to yourself to ensure that everything is working as it should.

 

All these step are covered in B2B: Engage and Enrich (personalizing campaigns).

 

Impact:

 

Since implementing dynamic content, our working hours have significantly decreased. Moving forward only one email with dynamic content and one audience segment is required. Furthermore, dynamic content can be re-used for other emails. Overall our engagement levels have improved.

 

After implementing dynamic content:

Unique Open: 31.13%

Click-to-Open: 8.69%

 

Rates.JPG

 

Before implementing dynamic content:

Unique Open Average: 25%

Click-to-Open Average: 3-5%

 

Next step is to continue exploring other options for email personalization.

 

Summary:

 

A one size shoe does not fit all. As marketers we can take advantage of the information in our database to provide a customized email experience for our readers.

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