All About Email Personalization inside Aritic PinPoint

Inside Aritic PinPoint; personalization can be achieved in many different ways:

1. Email personalization based on Contact and Company Fields (token/tag/mailmerge)
   This can be achieved using email personalization tokens and tags, you can follow this guide to see how this works: Follow this guide
2. Email personalization using dynamic content inside
   This personalization of email template can be achieved based on dynamic email content, you can follow this guide to see how this works: Follow this guide
3. Email personalization based on custom events / REST API
   This personalization of the email template can be achieved using REST API, it can be achieved by following this guide: Follow this guide
4. Email personalization using advanced scripting techniques like conditions, loops
   This personalization of the email template is achieved using TWIG blocks inside the email template, it can be achieved by following this guide: Follow this guide
5. Email personalization using Email Widgets
6. Email personalization using JSON data and GET method
7. Email Subject line personalization
   Email Subject line personalization can be achieved using this guide.

Adding values to emails

When you add value to your emails, you strive to make them personalized. That is, curating content for a group of people to meet specific needs.
This, in turn, will not only help you stand out from the competition but also boost the engagement rate and create a positive impact on both your domain reputation and sender health.
Learn the best practices to follow to create and send emails that add value to your contacts.

LET US SET THE RIGHT TIMING

To strike the right chord, it is crucial to send messages at the right time. Now, what do we consider the right time?
It is when you send emails because this largely depends on the content it carries as it decides the value it is going to provide.

Example: Onboarding emails are best sent right after the contacts sign up. If you send it after a month, it won’t be as valuable, or they might forget why they had signed up initially. Or, for say, if you have an automated series of abandoned carts in your emails, you would want to send them as and when the customers abandon their carts. This would let them walk through the email and get help from it.

Now, Aritic PinPoint makes it convenient for you to send messages to your contacts with automation. Contacts enter into the automation workflow once they meet specified conditions.

Once they are into the workflow, you can send them messages after:

• Timed wait: after a specific time
• Conditional wait: until further conditions meet
• Predictive sending: to reach contacts at the right time

By using these options, you get to create a pleasurable experience for your customers and provide value at the right time.

Learn about managing email delivery in the first 30-day of Aritic PinPoint.

Learn about preferred time or send time optimization process for email campaigns.

What type of content to send?

What you send our customers, matters. Take some time and think for yourself, about what content would really matter to your customers.
For say, for onboarding clients, you need to first send them a welcome message series along with some tips to get started. Likewise, if you are about to send out whitepapers, features, or products, you need a dedicated email to convey the same.

[lore_alert_message type=”info”]

You need to guide your customers and keep them updated on what is coming up and what can they expect.

[/lore_alert_message]

Similarly, if you are to send abandoned cart emails for e-commerce, it will remind them to complete their purchase. This way, they will be informed and educated, which is a healthy sign for you. Furthermore, the type of messages sent by you will leverage your marketing strategy and determine the data you need to collect and store about your contacts. This information can then be used to create personalized content, and segments, and hence, get you to determine the best time to send these emails.

Get your contact’s data

With Aritic PinPoint, you get to gather various information about your contacts and store them. Doing so lets you know their needs, their preference, and accordingly, you can segment and send personalized emails.

Now there are several ways to collect the information; one of them is by getting your contacts to submit a form. Within the form, you can create custom fields through which you can fetch more information.
Now through forms, you can provide some freebies to make them submit the form. Information can also be collected through site tracking; it tracks the web pages that contacts go through on your site.

Other places to fetch information could be:

• Event tracking information
• Third-party integrations
• Purchased or abandoned items or services from a Deep Data integration
• Email link clicks; and more

Learn about progressive profiling to capture customer data and its limitations.

Understand the basics of Kiosk Mode lead nurturing.

Implement auto-filling of data in your forms.

Segment your contacts

A segment can be defined as a subgroup of contacts; it lets you send highly targeted email campaigns. Based on the collected information, you get to send them the right message at the right time.
Various metrics you can use to create segments could be actions taken, website visits, tags, custom and standard fields, contact or deal scores, etc.

What does sending personalized emails do?

They make your contacts feel valued, and they want to receive more campaigns from you. In the long run, this would create a positive feedback loop and you will get a highly engaged email campaign.

Learn about Static and Dynamic Segments inside Aritic PinPoint.

Learn about the advanced segment filters of dynamic segmentation.

Personalized email content

Personalized and dynamic content are good ways to include value in your emails. In Aritic PinPoint, we make it convenient for you to create tailored content for individuals. When a contact sees that you have taken time out to curate specific content, they are more likely to engage with your email.

When you create a custom contact field, we automatically generate a personalization tag for each of them. Furthermore, your account comes with a list of standard personalization tags; each of which can be inserted into your communications. When you insert the personalization tag in either the body or the subject line of the campaign or an automation email, the value of that tag gets automatically inserted once the message is sent. Now, when they open this communication, they would get to see the value of the tag instead of the tag itself.

Dynamic content

This lets you send a different message to each contact within a single campaign. For say, you can:

• Insert offers depending on the stage they are at
• Insert /display images depending on the contact’s preference
• Send out different types of articles or content, based on what sort of problem a contact is struggling with.

This increases the relevance of your message for every contact. It leverages your relationship with the contact and enhances conversion rate, open rates, and deliverability.

Aim for the needs of your contacts

You need to focus on what your contacts want, rather than trying just to sell your own services. When you tailor your content, you get to meet your customer’s needs, help them out and nurture a meaningful relationship with them, and eventually, build trust with your brand.
Now, this could be at times perplexing, so here is a list of questions you should consider while creating tailored content:

• What is my contact’s priority?
• Can my email help them meet their needs?
• How can my content benefit or solve their problems?

Read our blog on Effective Lead Nurturing and Scoring Design which is based on customer interest and behaviors.

Spread stories and resources

Showcasing your customer’s success stories can take you a long way. This makes your contacts create trust for your brand and is proof of your success. They demonstrate how and why a customer consumed your product or service and solved a problem; it would inspire other similar issues or questions to purchase. Similarly, offering resources also showcases how your brand proves to be valuable and at the same time, differentiates it from competitors. Freebies/resources can include guides, e-books, or PDFs that seem relevant to your audience.