It’s no secret that sending generic, untargeted emails to your customers is about as helpful as making your friend who only drinks English Breakfast tea with milk and sugar an Earl Gray with neither milk nor sugar.
…i.e. not very.
And yet, as a cursory glance at your inbox will no doubt prove, the majority of ecommerce brands out there still aren't personalising their newsletters: they're sending (more or less) the exact same message to everyone in their subscriber base.
Does it matter? Data suggests 'yes', it does. In our consumer census last year, over 50 per cent admitted it bothered them when brands emailed content failing to match their personal tastes.
We get it (sort of). The thought of all that laborious creation of multiple versions of the same newsletter traditionally associated with personalisation is bound to have many an ecommerce marketer running for the hills.
But—breaking news people—personalising your newsletters is no longer that difficult. In fact, today, it’s a pretty easy process that can be achieved via a single template…all thanks to dynamic content.