Personalization is powerful—and one of the central keys to building strong, sustainable customer relationships in today’s mobile-first world. But for a lot of brands, personalizing their outreach starts and ends with the inclusion of customer names. That’s a solid way to capture customers’ attention, but it’s far from the only way.
Effective personalization means taking what your brand knows about your customers and using that information to make those customers’ brand and messaging experiences as relevant and valuable to them as possible. That can mean including a customer’s name, or adjusting message content based on a customer’s location or preferred language, or even changing the timing of messages based on their individual engagement patterns.
For a great example of what’s possible, let’s take a look at an email from concert membership app Jukely that moves beyond simple personalization to create an eye-catching, individually customized experience.
The message (and what makes it special)
A visually compelling look (and lots of rich content)
One of email’s greatest strengths as a customer messaging channel is its ability to simply and compellingly display rich content like photographs, animated GIFs and more within a given message. That can do a lot to grab customers’ attention and get them to engage seriously with the message’s call-to-action (CTA). But too many brands neglect this capability, sending visually flat messages that don’t reach their full potential.
With this email, Jukely builds a message designed to delight the eye, leveraging a clean, appealing design built around their brand colors and adding in nearly a dozen rich, appealing images highlighting bands that app users can go see as part of their monthly membership. That reinforces Jukely’s value to recipients and does a lot of get them thinking about how they might be able to use the app to cheaply see more shows, a major selling point for the brand.
Uses dynamic content to customize email content for every recipient
Those eye-catching band images aren’t just any band images—they’re personalized content. By taking information about the recipients’ friends on the app and using dynamic content to add targeted concert suggestions generated by Jukely’s recommendation engine to the email, the brand is able to personalize this campaign for every recipient, serving up a vision of the experiences they could be having with their in-app friends if they took advantage of Jukely’s service. That makes for a compelling, highly-personal email experience.
Includes clear CTAs that encourage recipients to take action
All the compelling content in the world won’t do much to nudge people to take action if it’s not clear what action they should take. In this email, Jukely sets out three clear, compelling CTAs encouraging recipients to take steps to deepen their engagement, explore the app’s possibilities, or engage other users.
At the top of the email, the copy explains that they’ve chosen three of the recipients’ friends at random and suggested shows to see with them, but gives them a place to click if they’d prefer to see concert recommendations for a different friend. Once the recipient has started reviewing the concert suggestions, the message nudges them to take action by messaging the relevant friend through the app to make plans, increasing the chances that the user (and their friend) take advantage of Jukely’s offering. And at the end of message, the brand encourages recipients to get more of the benefits of the app’s social elements by sharing referral link with friends.
By giving customers clear—but varied—steps to take in response to the message, the email boosts the chances that recipients deepen their engagement with Jukely, supporting a stronger long-term customer/brand relationship.
Want to dig deeper into what’s possible when it comes to personalization? Check out our post on effective message personalization or explore five other ways you can use dynamic content to support smart real-time customization.