Declared Data 101

Three Ways Email Marketers Can Power Personalization with Declared Data

We did the work for you and simplified it down to three main ways you can power personalization with declared data. What is declared data? Check it out, it’s pretty cool.

Personalized emails perform better. They just do. But if you haven’t figured that out yet, then maybe these will do the trick:

  • An Experian study found that not only are emails with personalized subject lines 26% more likely to be opened, but they also have 41% higher click rates.
  • Trigger email campaigns result in more than double the transaction rates of non-personalized trigger emails.
  • According to Salesforce, when an email is not personalized, 52% of customers say they’ll find somewhere else to go.
  • Personalized emails deliver 6x higher transactional rates.

If that didn’t do the trick, look over these 11 stats that show the power of declared data in marketing to see what real brands are doing to personalize their content.

So personalization works, but it’s a little overwhelming and can mean a lot of different things for marketers.

We did the work for you and simplified it down to three main ways you can power personalization with declared data. What is declared data? Check it out, it’s pretty cool.

Trigger Emails

A trigger email is exactly what it sounds like. Once a consumer completes an experience, an email is sent based on the outcome.

Let’s say an ecommerce brand posts an experience with the goal of collecting declared data on consumers style preferences. The experience has 4 outcomes: preppy, edgy, classic and boho. Based on the result, a trigger email is sent with a style guide in their style along with a discount code. The consumer converts.

Real brands are doing this, why aren’t you?

Visit North Carolina sent a Jebbit experience to their database that revealed to the users which type of vacation they’d most enjoy. Afterward, they sent an email based on the vacation type and saw a 2.5X increase in email open rate and a 12.5X increase in email click rate. In that personalized trigger email, they drove users into another Jebbit experience so users could learn more about things to do in North Carolina based on their vacation type.

Personalized Email Follow Ups

When you know relevant information about your consumer, it’s amazing what you can do with it, and the results you can see. By collecting declared data on your consumers’ interests, preferences, intentions, and motivations you can send personalized emails that will actually capture their attention and break through the noise.

This personalization can range from  a personalized subject line, personalized copy, or even a personalized offer that specific consumer would actually be interested in checking out.

Let’s see this in action.

Regent Seven Seas Cruises captured declared data on traveler preferences, such as their dream destination, when they plan on traveling, etc. They then sent a personalized follow up email in which the subject, copy and offer were all personalized based on that declared data. They saw 2X increase in open rates, 9X increase in email click-through rates, and 2.5X increase in lead capture.

Audience Segmentation

Consumers have different interests, they like different things. Mass marketing is dead for a reason, after all.

Segmenting your audience based on declared data can have a magnitude of benefits.

Imagine getting a weekly email newsletter with perfectly curated content based entirely on your interests, intentions, motivations and preferences. Way more relevant right? Something you might actually read?

Consumers mailboxes are full of junk and noise and it’s hard to break through. But when something comes through that’s relevant it sticks out and they’re going to open it time and time again.

Audience segmentation has never been easier than it is now with declared data. By gathering simple declared data points, even as simple as location, emarketers can then divide their audience into segments based on the various geographic points. By segmenting your audience based on something like geographic location, you can send relevant content about New York to New York residents, something a Boston resident wouldn’t care about.

Think about it, you don’t want to be living in Boston and getting newsletters about the best New York lunch restaurants.

This works for way more than just location. You can segment an audience by anything; when travelers plan to travel, if consumers are shopping for a big event, what issues readers enjoy reading about, and anything else you can dream of.

Why Wait?

Start your declared data journey now by chatting with one of our declared data specialists to start powering your email marketing personalization with declared data.

 

Published June 19, 2018

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