Note that the content of this post is working its way into a new case study, but here is an overview.
A client I work with manages hundreds of sites that collectively have thousands of service provider listings. Each service provider has a profile and we needed an efficient way to have them update their information, and notify them of their regional representative contact.
For this, we created a clean text-driven email with a bunch of personalization and some dynamic content. This allowed us to reach thousands of providers with the same email, and create an efficient system for getting updated information.
Below is a raw screen grab with filler content.
In the above example, there are several points of personalization and dynamic content:
1. First Name: Simple and easy
2. Organization Name: We of course want to personalize this with the name of their organization
3. Update Date: As a reminder, we included the date that they last updated their profile
4. Profile Link: This takes them to their specific profile
5. Info on Record: We have the Address, Phone and Email that is currently listed on their profile, plus a link to view the profile again to see the rest of the info
6. Edit Profile Link: To make changes, we have a link implemented that takes them directly to a page where they can submit updated information
7. Dynamic Content: We have a section for CSA contact information (their local representative) that we have dynamic rules set up for based on what product they fall under and their county. E.g. IF product=xyz and county=Los Angeles THEN CSA Contact = Jim Smith – jim@email.com
Below is the same screen grab with highlighted personalization elements.
A very simple email here creating a 1-to-1 communication and an efficient system. This email didn’t need flashy design, or excess copy — just personalized content and some top-level organization to make the process seamless. While the nature of this particular email is very specific, the concepts can apply to a broad range of initiatives. It’s very important to create a personalized experience with our subscribers, and with available technology email marketers should look at how they can better leverage their efforts.
Cheers,
Forest
