How To Use Dynamic Properties To Create Personalized Email Campaigns

 

Personalization isn’t just a buzzword anymore. Gone are the days when the one-size-fits-all engagement was thought to be effective. Consumers on the internet nowadays do not want the same, undifferentiated experience when it comes to receiving promotional communication. As communication channels are getting more evolved, people want brands to engage with them in a sophisticated and relevant manner. Which is why it has now become essential for brands to leverage on the silos of data available with them to provide customers a remarkable shopping experience..

According to Venture Beat, including personalized email in your campaigns increases click-through rates by 2.5 times and sales by 6 times. The world is a marketer’s oyster to come up with ways to make their brand messaging personalized for the customer, however, including personalization tokens such as customer information (name, title, birthday etc.) in a personalized email is a very basic tactic which has been proven to impact the performance of email campaigns considerably. Studies show that emails with personalized subject lines are 26% more likely to be opened.

personalized email

In this article, we’ll discuss how personalized email based on dynamic user-properties work, how you can use it effectively. If you are a Betaout customer, you can simply follow the steps shared in this post and start personalizing your mailers right now.

Take a look at the welcome email from Crocs India shared above. The subject line and the copy, both include the full name of the customer who just signed up on their online store. You can create a personalized email similarly in Betaout by putting the user property that is to be fetched dynamically within curly brackets like this example below, in the subject line or body of the mailer in Betaout Campaign Editor.

Hey {{firstname}}, how are you doing?

Hey Ankur, how are you doing?

Betaout’s dynamic personalization capabilities allow you to include contact fields and user information in the body or subject line of your emails based on custom user properties. For all the users whose information is not available in the database, we use a property called ‘fallback’.

Fallback is a default value which is replaced with the dynamic user value being fetched in case the data is unavailable in the system.

{{firstname, fallback}}

Hey {{firstname, dear}}, how are you doing?

If firstname available

Hey Ankur, how are you doing?

If firstname unavailable

Hey dear, how are you doing?

It is always recommended to include a ‘fallback’ in your email campaigns to save you from the trouble of delivering sloppy emails to your customer. You can dynamically fetch any number of customer user properties that you have available for your customers to create a personalized email. Here is another example which fetches the full name of the user:

{{fullname, fallback}}

Dear {{fullname, patron}},

Thank you for choosing to use Betaout as the marketing automation solution for your company.

If fullname available

Dear Ankur Sharma,

Thank you for choosing to use Betaout as the marketing automation solution for your company.

If fullname unavailable

Dear patron,

Thank you for choosing to use Betaout as the marketing automation solution for your company

In case you’re using HTML version for your mailer, you can still include dynamic custom properties along with fallback by including the same variable field as shown above.

personalized email

From our experience, we have found that dynamic personalization of emails with a name-based property increases open rates by 2X. If you’re looking for a tool to seamlessly trigger personalized emails to your e-commerce store’s customers, give Betaout personalized email a try.