{"id":12260,"date":"2022-02-11T15:31:06","date_gmt":"2022-02-11T15:31:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/11\/email-personalization-starts-with-getting-your-data-in-order\/"},"modified":"2022-02-11T15:31:06","modified_gmt":"2022-02-11T15:31:06","slug":"email-personalization-starts-with-getting-your-data-in-order","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/11\/email-personalization-starts-with-getting-your-data-in-order\/","title":{"rendered":"Email Personalization Starts With Getting Your Data in Order"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<p><span style=\"font-weight: 400;\">Regardless of what product, service, audience or industry you\u2019re marketing, email personalization cuts through the clutter. In fact, <\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/data-personalize-marketing-li\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">HubSpot reports <\/span><\/a><span style=\"font-weight: 400;\">that it\u2019s the number one tactic that email marketers use to boost engagement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The level of sophistication can range from acknowledging a subscriber\u2019s birthday, to letting them know the weather\u2013wherever they are\u2013when they open your email. Regardless of how you want to personalize, it starts with <a href=\"https:\/\/www.litmus.com\/blog\/four-types-of-data\/\" target=\"_blank\" rel=\"noopener\">getting your data in order<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s a look at how you can use the data you\u2019ve collected for email personalization.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Email personalization 101: Start with data basics<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The rules around data collection, and managing <\/span><a href=\"https:\/\/www.litmus.com\/blog\/privacy-proof-your-email-program\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">privacy<\/span><\/a><span style=\"font-weight: 400;\"> and permissions are complex. For that reason, we recommend that you start by focusing on two types of data: zero-party and first-party. Both are explicitly given to you by your audience, so you\u2019ll know where the data came from, and when and how it was provided.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Zero-party data<\/b><span style=\"font-weight: 400;\"> is collected directly from your customers, and given to you voluntarily. If someone gives you information like their name, employer, title, location, age, or birthday in exchange for a free item or piece of content, that\u2019s zero-party data. Interactive quizzes that ask consumers about their preferences in order to guide them to a certain product or service you offer have become another <\/span><a href=\"https:\/\/techcrunch.com\/2021\/11\/10\/collect-and-leverage-zero-party-data-to-personalize-marketing-and-drive-growth\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">popular way to collect zero-party data<\/span><\/a><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">.<\/span><\/span><\/li>\n<li aria-level=\"1\"><strong>First-party data<\/strong> <span style=\"font-weight: 400;\">is also collected directly from your audience, but digs deeper into their user behavior. Data that you\u2019ve captured about your audience based on interactions with your website, for example, fall under this category. First-party data may offer deeper insights into what consumers like compared to zero-party data, but in both cases, the person has voluntarily provided their information.<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Dig into your analytics tools<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You may already have several tools that can help you make sense of the data you have on hand that lends itself to personalization. For example, data provided by your ESP, and third-party tools like <\/span><a href=\"https:\/\/www.litmus.com\/email-analytics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Litmus Email Analytics<\/span><\/a><span style=\"font-weight: 400;\"> and Google Analytics can provide insight into what email clients your audience uses, and how they engage with your messages. Website behaviors, purchase data, and interactions inside of campaigns also reveal insights you can use to personalize.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Consider how to apply data to email personalization<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve gotten a sense for the kind of data that you can tap into to personalize, consider how it could apply to your message. Hone in on information like:<\/span><\/p>\n<ul>\n<li><strong>Basic level subscriber data:<\/strong> <span style=\"font-weight: 400;\">Subscriber name, name of their employer or business, industry role or title, birthday<\/span><\/li>\n<li><strong>Customer status:<\/strong> <b\/><span style=\"font-weight: 400;\">Current, inactive, participants in a membership rewards\/loyalty program<\/span><\/li>\n<li><strong>Location-based:<\/strong> <b\/><span style=\"font-weight: 400;\">Geolocation, proximity to local stores or services you offer<\/span><\/li>\n<li><strong>Past interactions and purchases:<\/strong> <b\/><span style=\"font-weight: 400;\">Re-engagement opportunities with customers that already know your brand<\/span><\/li>\n<li><strong>Expressed interests:<\/strong> <span style=\"font-weight: 400;\">Opportunity to engage with people who browsed your site or checked out a few products but never took additional action (<\/span><a href=\"https:\/\/www.litmus.com\/blog\/reengagement-winback-emails\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">browse abandonment<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"list-style-type: none;\"\/><\/ul>\n<h2><span style=\"font-weight: 400;\">Get your your data organized\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve confirmed you\u2019ve got the right kinds of data you need to personalize emails, it\u2019s time to get organized. Depending on your business, you may have multiple teams and technologies involved in collecting and managing data. Often, each team has a different naming convention, and each system collects and transfers different data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That doesn\u2019t mean you can\u2019t use it\u2013you just may need to spend some time cleaning it up!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try these simple steps to get your data house in order.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 1: Assess how your data is structured<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Start by exporting your data from its source and look at the column headers. Consider what information already exists that is actively being collected.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-42982 size-large\" alt=\"data-structure\" width=\"1024\" height=\"38\" data-srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-1024x38.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-300x11.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-768x28.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-1536x56.png 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-1800x66.png 1800w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-700x26.png 700w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure.png 1850w\" data-lazy-data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-1024x38.png\"\/><\/p>\n<p><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-42982 size-large\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-1024x38.png\" alt=\"data-structure\" width=\"1024\" height=\"38\" data-srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-1024x38.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-300x11.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-768x28.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-1536x56.png 1536w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-1800x66.png 1800w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure-700x26.png 700w, https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/data-structure.png 1850w\" data-sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><\/noscript><\/p>\n<p><span style=\"font-weight: 400;\">Next, dig into the terminology that\u2019s being used to name the data so you can start to learn the language of your current data. Identify what types of data are the same (but being called different terms).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, an abbreviation like WW may be used to name data related to \u201cWomen\u2019s Wear\u201d in one data source, but be called \u201cWW\u201d in another.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 2: Standardize your data<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To sync data across platforms, all the sources have to speak the same language. For example, column headers need to line up, and information in fields has to match.<\/span><\/p>\n<p><b>Common errors in field data:\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Singular and plural used in different cases (Dress vs. Dresses)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Variations of how a country is spelled out (US vs. United States vs. United States of America)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Variations of how a state is listed (NC vs. North Carolina)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Variations in how location data is collected (City, State vs. zip code)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Duplicates based on spelling errors (HubSpot vs. Hubspot)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">To eliminate these issues moving forward, consider using a drop-down function instead of open text to standardize field data.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 3: Break the data into its smallest components<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you collect multiple pieces of data in one field, it\u2019s difficult to target communications based on just one part of that data.\u00a0 Suppose you gather information like city, state, and country all in one field, but want to target subscribers based on city only. That\u2019s difficult to do when there\u2019s multiple data in one field. Yet, it becomes quite easy when each data element is kept to its own unique field (City, State, and Country).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using a single field to organize data limits your email personalization potential\u2013and the benefit you could see from it. In retail, for example, it\u2019s a common challenge\u2013and one that hinders the ability to cross-sell products or <\/span><a href=\"https:\/\/www.litmus.com\/blog\/shopper-generated-content-email-personalization\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">personalize using shopper-generated content<\/span><\/a><span style=\"font-weight: 400;\"> in a way that could have a major impact on\u00a0 revenue. For example, if a product like \u201cWomen\u2019s Summer Dresses\u201d is kept in a single field, it\u2019s difficult to personalize emails that feature all summer items or all dresses.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 4: Map data across platforms<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">As you look at data across multiple sources, you may notice that the same type of data is labeled differently. For example, one platform may use two fields for a piece of data, while the other uses only one. To make sense of these discrepancies and re-align this data,\u00a0 export the data from the different platforms and go back to step one: your column headers. What\u2019s the same? What\u2019s different?\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 5: Think ahead to the future<\/span><\/h3>\n<p><a href=\"https:\/\/www.litmus.com\/blog\/combining-segmentation-and-personalization\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Email personalization<\/span><\/a><span style=\"font-weight: 400;\"> offers so many opportunities to test, learn, and test again (and again!). The more you experiment, the more confident you\u2019ll become in trying new approaches. But at the end of the day, it\u2019s all about the data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s never too early to start brainstorming how you may want to segment and target in the future. If you\u2019re in the retail space, you may want to experiment with how you feature items based on what\u2019s new in stock, availability, or to exclude sale items. If you\u2019re in the B2B space, you may want to experiment with personalization based on job title or role, or company size.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think through all the possibilities that could strengthen your email marketing strategy, so you can take proactive steps to obtain and properly structure data you\u2019ll need to experiment.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Don\u2019t fear email personalization<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We truly believe that <\/span><a href=\"https:\/\/www.litmus.com\/blog\/email-personalization-with-kickdynamic\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">creating hyper-relevant experiences through personalization <\/span><\/a><span style=\"font-weight: 400;\">is the future of email marketing\u2013and it\u2019s all about experimenting and testing!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To learn more about how you can eliminate the guesswork behind what your email will look like when it hits the inbox, check out <\/span><a href=\"https:\/\/www.litmus.com\/email-testing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Litmus Email Testing<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full\" width=\"601\" height=\"774\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/checklist-recommended-clients.png\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/checklist-recommended-clients.png\" width=\"601\" height=\"774\"\/><\/noscript><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Ensure your designs come across right<br \/><\/strong><\/p>\n<p class=\"zero\">Broken emails lead to less conversions. Preview your emails across 100+ email clients, apps, and devices to ensure an on-brand, error-free subscriber experience. Every time.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" href=\"https:\/\/www.litmus.com\/email-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Optimize your emails<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>\u00a0<\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.litmus.com\/blog\/email-personalization-starts-with-data\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Regardless of what product, service, audience or industry you\u2019re marketing, email personalization cuts through the clutter. In fact, HubSpot reports that it\u2019s the number one&#8230;<\/p>\n","protected":false},"author":1,"featured_media":12261,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-12260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Personalization Starts With Getting Your Data in Order - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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