Personalization rules the email world these days, or so it seems.
Personalization is the magic key that gets more email delivered, viewed, and acted on, and all that activity means more sales, higher revenue, and better deliverability, right? We even have personalization platforms that make creating 1:1 emails as easy as clicking a few buttons.
But not everybody agrees. In December 2019, research firm Gartner rained on the personalization parade when it predicted that 80% of marketers would abandon their personalization efforts by 2025. However, two days later, the Association of National Advertisers crowned “personalization” as its word of the year for 2020.
What’s going on here?
The truth is that email personalization isn’t as easy as dropping your customer’s first name in the subject line or message body.
You need a reason to use it. You need plenty of data, and that data must be well-organized and easily accessible. You need creative content that uses personalization in the right context so your subscribers don’t freak out when...