This podcast episode features host Jay Schwedelson discussing personalization tactics that work for marketing in 2023. He talks about how using first names for personalization is outdated and no longer effective, and shares new personalization trends that can increase engagement at no extra cost.
Best Moments:
- The F-Name Episode: Personalization That Works
- Using first names in subject lines only lifts open rates by 4% now since it's so common. Geography, life events, interests and past purchases work much better, lifting rates over 25-30%.
- Putting company names in subject lines lifts open rates by 41% for B2B emails. Other options: job function, industry, customer longevity.
- Tell people who they are - when segmenting an audience, explicitly tell them they are in that segment. Keeps reinforcing in subject line, email content, landing pages.
- Can get more advanced by calling out behaviors - early registrants, high reviewers, etc. Keep recognizing the specific activity.
- The Awkwardness of Hometown Dates on The Bachelorette
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Check out this free content Jay has loved digesting, The Complete Guide to Zero-Party Data.
Do This, NOT That: Marketing Tips with Jay Schwedelson l Presented By Marigold