To follow on from the previous blog on
graphic versus text in your email
layout, let's take a look at some other key points around personalisation and mobile
greeting and subject lines to whole content blocks, personalisation can be
achieved to varying degrees of complexity. However you should test the
performance of your email to understand to what extent customers expect
"personalisation". For example, most customers want content to be
individualized based on their preferences or buying habits. However they may
not necessarily prefer a personalised greeting. The solution is to test!
are some different ways you can personalise:
the prevalence of mobile devices, and the greater frequency that mobile-users
tend access email*, you should consider your email compatibility here. However
it can be tricky -
and BlackBerry render images differently.
are some things to bear in mind:
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*43% of mobile email users check email four or more times per day,
compared to 29% of those who do not use mobile email. - Merkle "View From
the Digital Inbox 2011"
**78% of mobile email users are also regular users of social networking
sites. - Merkle "View From the Digital Inbox 2011" (2011)