According to MarketingLand, email personalization has six times higher transaction rate but 70% of businesses fail to use it. Whether it’s the positive feeling you get when someone remembers your name or content tailored to your preference, personalization is one key to good ROI. We can thank Millennials and Generation Z for this trend. They expect brands to remember their preferences, tailor future messages and respond to complaints on social networks within 60 minutes!
Most email service providers allow you to insert basic customer data in the text of the email, but there are exciting new possibilities. You can now deliver different real-time content based on any number of conditions (weather, location, customer data, etc.).