1to1 – Individualized communication generates clear results
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Launch campaigns in which your recipients are shown content depending on what you know about them. You can, for instance, show your female recipients one image and text, and show your male recipients something entirely different. You can also launch an entire newsletter in which all content corresponds to whatever areas of interests the customer has indicated.
Imagine for a moment that your customer John Smith has filled out an online questionnaire where he indicated an interest in gourmet weekends in the south of France, but he also bought a travel guide about trekking in Thailand in your web shop. Another one of your customers James Brown has indicated an interest in charter holidays in Spain, and yet he bought the very same guidebook about trekking in Thailand. By using the 1to1 module you can actually combine all the facts you know about your customer segments, whether this information derives from a survey, your web shop or another source, in order to tailor your next newsletter to your individual customers. This would ensure that both Paul Smith and James Brown receive offers about trekking in Thailand, but whereas Paul Smith gets an additional offer regarding gourmet weekends in the south of France, James Brown receives an additional offer about a discounted charter holiday to Spain.
This may at first sound quite complicated, but Globase has developed very user friendly functions that enable you to easily configure advanced 1to1 campaigns, ensuring that your customers always receive the content that is most relevant for them.
Read more about how DONG Energy A/S uses dynamic 1to1 content in their newsletters.
DONG Energy A/S has a setup with a number of different customer segments on which they base their email newsletter campaigns. The segments determine which content will be shown to which customers, and all segmentation is based on which areas of interest the customers themselves have indicated. For example, customers who have indicated an interest in electricity and natural gas will receive emails containing articles about these particular subjects.
In other words, content is shown or hidden depending on the recipient’s preferences. This is easily done in Globase by using the so-called ’conditional tags’ in the individual content blocks (the conditional tags are actually visible in the picture shown here – they appear as IF conditions, and are automatically generated in Globase, when you apply conditional tags). As a result, DONG Energy A/S sends only relevant news to their recipients.
Want to get the most out of your 1to1 marketing?
Not only does 1to1 give you the opportunity to customize and personalize your content, but with the 1to1 Test Center you have access to a variety of features and a complete overview of your 1to1 activities. Read more about 1to1 marketing.