Joining us at the Digital Marketing Show 2015, we have Matthew Pepper, Director of Sub2 Technologies, discussing ‘Increasing Online Conversion through Email Personalisation’. Ahead of his talk, we asked Matthew why real-time is so important for email personalisation and how businesses can be successful with it!
See what he had to say…
DMS: Why is real-time so important in email personalisation?
MP: Put simply, shopping habits have changed. We now live in a real-time world. Consumers have more information at their fingertips than they ever have done before with the advent of mobile, in particular. With this in mind, if an individual chooses to engage with you as a brand, you need to ensure that your communication back to them is as near to real-time as possible. After all, we all know that even the most beautiful relevant content delivered 24 hours after the individual has already purchased is a missed opportunity.
DMS: What are the key success factors for using personalisation to drive email conversion?
MP: For me, the number one key factor is using all of the data available to the organisation about individuals at that moment in time in order to be able to drive personalised content - however, making sure that the personalised content is not so deep that it begins to bend you, as an organisation, out of shape. So, essentially, the key success factors are making sure that the campaign is timely and relevant but also it can be automated, it’s repeatable and, above all, it’s measurable.
Want to learn more about email personalisation? Join Matthew Pepper, Director of Sub2 Technologies at the Digital Marketing Show 2015. Book your free ticket now!
To watch the full video, click here!
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