{"id":14461,"date":"2022-02-17T21:49:04","date_gmt":"2022-02-17T21:49:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/17\/experts-talk-email-personalization-webinar-recording\/"},"modified":"2022-02-17T21:49:04","modified_gmt":"2022-02-17T21:49:04","slug":"experts-talk-email-personalization-webinar-recording","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/17\/experts-talk-email-personalization-webinar-recording\/","title":{"rendered":"Experts Talk Email Personalization Webinar Recording"},"content":{"rendered":"

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Personalization is not a new concept or trend in the email world\u2014but, if we\u2019re honest, it can be hard to implement.<\/p>\n

To help provide some guidance, we asked some email marketers experienced in email personalization to share their insights.<\/p>\n

In this webinar, three email experts (Lisa Wester, Senior Email & Marketing Automation Manager at Emerson Commercial & Residential Solutions<\/a>; Leslie O\u2019Neal, Email Marketing Manager at Children International<\/a>; Jordan Sawyer, Head of Account Management at Kickdynamic<\/a>) shared their advice and best practices in implementing email personalization into their campaigns.<\/p>\n

Didn\u2019t make the live webinar? That\u2019s OK. We recorded the whole thing. Watch the recording here:<\/p>\n

Q&A<\/h2>\n

We\u2019ve highlighted some questions from the webinar, along with our responses, below.<\/p>\n

From a high level, how do you think about personalization?\u00a0<\/b><\/h3>\n

Jordan offered a great perspective during our panel: Personalization is about making subscribers feel special. When something is tailored just for you, it feels special.<\/p>\n

When it comes to what personalization looks like in practice, it starts with basic segmentation<\/a>. How can you segment your audience based on factors like purchases, product use, and persona? From there, it grows to much more individualized experiences leveraging dynamic content<\/a>.<\/p>\n

What are some ways to get started with email personalization?<\/b><\/h3>\n

Lisa spoke to us about thinking through the audience an email is going to, the data that\u2019s available, and where subscribers are in their journey. Considering all this can help you figure out the right personalization tactics.. For example, it might just be segmenting your communications and changing messaging based on someone\u2019s status as a lead vs. customer.<\/p>\n

Leslie shared that the key to personalization is understanding your customer. She takes the time to meet with people around the organization who have different perspectives on the customer. This helps her understand what\u2019s most valuable to the customer\u2014so she can leverage the right data points to personalize the experience.<\/p>\n

How do you account for subscriber differences (e.g., someone has one account open vs. several)?<\/b><\/h3>\n

This question came up in the context of a specific industry (pet insurance company) where subscribers might have multiple pets and breeds of animals that determine what types of promotions and communications they could receive\u2013but it applies in many contexts. For example, variations in product activity\u2014no, low, medium, and high usage. Leslie provided another\u00a0 example in her role, whenChildren International partners may sponsor one child or multiple children\u2013which impacts what messaging they get.<\/p>\n

Whatever the unique situation, take time to think about those variations:<\/p>\n