Learn how to use personalisation & segmentation to improve opens & clicks, ensuring the right people see your message.
This session, hosted by Andy (Customer Marketing Manager - APAC, Constant Contact), focuses on the high impact of personalisation and segmentation in email marketing.
Andy highlights that personalised subject lines can increase open rates by 50%, while targeted content drives higher transaction and click-through rates. The core message is that modern consumers expect tailored communication, and businesses that provide it see significant revenue growth.
1. The Power of Segmentation
Segmentation involves dividing a contact list into specific groups based on shared data. This practice improves email deliverability because high engagement signals to mail servers that the content is relevant and not spam. By sending specific content to the right audience - such as location-based deals or dietary-specific information, businesses see higher conversion rates and better analytical insights.
2. Personalisation Techniques
The session identifies four keys to getting emails opened: sender name, subject line, pre-header, and expectancy. To drive actual clicks, businesses must focus on relevant imagery and clear calls to action (CTAs). Andy demonstrates how to use "wildcards" or mail merge fields to automatically insert a recipient's name, state, or interests into both the subject line and the body of the email.
3. Advanced Tools: Dynamic Content
A standout feature discussed is Dynamic Content, which allows a single email to change its layout based on who is reading it. For example, a bakery can create one newsletter where a section on "Gluten-Free Treats" only appears for contacts tagged with that dietary preference. This "smart email" approach saves time by eliminating the need to create multiple versions of the same campaign while ensuring every recipient sees only what is relevant to them.
