BUSTED! 6 Myths About Email Personalization Debunked
We're about to debunk some common myths that might be holding you back from creating truly effective, personalised email campaigns. Let's jump in and separate fact from fiction.
Myth 1: Personalisation Leads to Errors
Reality: With the right approach, personalisation is actually quite safe and effective.
Here's how to ensure error-free emails:
Use robust testing tools like Klaviyo's email preview and testing features, or alternatives such as Email on Acid or Litmus to check your emails across different clients.
Maintain clean, accurate data. Only use information you're confident is correct.
Always have fallbacks for personalised elements. If a first name isn't available, use a friendly generic greeting.
Prepare for Mail Privacy Protection by having alternatives ready when accurate personalization isn't possible.
Myth 2: Data Collection is Too Challenging
Reality: Collecting personalisation data is more straightforward than you might think:
Leverage preference centres for valuable zero-party data. Klaviyo offers customisable signup forms and preference centres to gather this information.
Design user-friendly interfaces that clearly explain the benefits of sharing information.
Use interactive content like surveys and polls in your emails to gather data in an engaging way. Klaviyo's integration with tools like Typeform can help with this.
Myth 3: Personalisation is Only for B2C Promotions
Reality: B2B marketers can also harness the power of personalization:
Segment based on organisation size, industry type, or specific business needs. Klaviyo's advanced segmentation features can help with this.
Use automation to create dynamic content based on your segments. Klaviyo's flow builder is excellent for this purpose.
Try account-based marketing emails or use countdown timers for webinars and product launches. Add-to-calendar links can boost meeting attendance effectively.
Myth 4: Dynamic Content is Just for Show
Reality: Dynamic content drives real business results:
It can increase conversion rates by up to 45%.
Expect improvements like a 49% increase in average order value or a 96% increase in revenue.
Customised content makes subscribers feel valued, encouraging more interaction with your brand.
Myth 5: Measuring Success is Too Complex
Reality: With modern analytics tools, measuring success is quite manageable.
Use platforms like Klaviyo or alternatives such as Mailchimp or Campaign Monitor to track how subscribers interact with your personalised elements.
Embrace A/B testing to refine your approach. Klaviyo offers robust A/B testing capabilities.
Focus on relevant KPIs such as click-through rates, conversion rates, or revenue attribution.
Myth 6: Scaling Personalization is Unmanageable
Reality: Scaling personalisation is achievable with the right strategies:
Invest in tools like Klaviyo or alternatives such as Braze or Iterable to easily create different email experiences for each unique audience.
Set up automated drip campaigns and dynamic content blocks tailored to subscriber parameters. Klaviyo's flow builder and dynamic content features excel at this.
Use engagement tactics like scratch-offs and countdown timers to add interest to your emails at scale. While Klaviyo doesn't offer these specific features natively, integrations with tools like Zembula can provide similar functionality.
Remember, effective email personalisation is about creating relevant, tailored experiences for each subscriber. With these myths debunked, you're well-equipped to create emails that truly resonate with your audience.
Now, it's time to put this knowledge into action. Your subscribers - and your metrics - will thank you.