Personalized content in emails often produces a better ROI, customer engagement and satisfaction. However, is providing content that’s only in-line with customer expectations always best for the company’s bottom line?
One of our customers, the eCommerce book retailer LoveReading automated the personalization of their newsletter with both reader preferences and business priorities. This resulted in a boost to their customer’s email engagement by 37%.
LoveReading wanted to automate the personalization of their biweekly newsletters. They needed to account for their customer’s online behavior and reading preferences from 32 different book categories (e.g. History, Fiction, Thriller, Suspense).
They also needed to consider book category priorities chosen by the LoveReading team.
Priorities were weighted according to the following:
- products with higher margins
- types of content that attract premium rates
- limitations based on the number of recommendation fields
For instance, if there were several highly-anticipated book releases in certain categories scheduled for a given period, LoveReading wanted to make sure that these categories were prioritized.
They wanted to ensure that the automated, highly-personalized emails weren’t overly long, which would lead to reduced response rates and result in possible deliverability issues.
Since signing up, we haven’t looked back. The platform is easy to use but with powerful features and I’ve been really impressed by ExpertSender’s enthusiastic and knowledgeable answers. They have always been open in developing their platform to accommodate our specific needs.Peter Crawshaw, Co-Founder and Director, LoveReading
Additionally, they needed a balance between providing customers content based on their preferences and maximizing revenue through the email marketing channel. They knew that the tried and trusted approach of personalized content in emails produces a better ROI, customer engagement and satisfaction, but wondered whether providing content only in-line with customer expectations is always best for the company’s bottom line.
They needed to automate the 2-stage process of:
- Sending content based on customer behavior and preferences
- Filtering and prioritizing the content based on commercial realities
Furthermore, LoveReading required the ability to seamlessly process large datasets, without introducing complex management and reporting issues.
To learn more about the solution that LoveReading implemented and how they leveraged Data Tables (relational database tables) and Dynamic Content to boost email engagement by 37%, download your free copy of the success story.