Why you need a personalisation program as well

ISLINGTON, U.K. - Nov. 26, 2021 - PRLog -- Why you need a personalisation program as well. Most email programs today still rely on basic CRM-based segmentation, with very little personalisation being applied according to meaningful interactions that take place on the site or app. Implementing SwiftERM predictive personalisation in addition – not instead of, creates content unique and individual to each consumer without need of any human input whatsoever. Zero staff, no coding, no design skills, or messy integrations required.

Email remains one of the most effective channels for driving sales and customer loyalty, with email usage continuing to grow year over year. However, siloed data from fragmented cross-channel marketing (https://www.brightedge.com/glossary/cross-channel-marketing-and-attribution) efforts have made it impossible to deliver emails that truly reflect the interests and needs of consumers, and especially on an individual and personal level.

Instead, most email sent still rely on basic CRM-based segmentation (https://www.toolbox.com/marketing/marketing-strategy/blog...), with very little personalisation being applied according to the meaningful interactions that take place on the site or app. As an extension of the web experience, brands need to be able to more easily utilise personalised content in their emails, not only so they can stand out in the inbox and inspire action but also to create consistency between channels.

That's why today, SwiftERM is excited to empower brands to experience truly inspirational results from predictive personalisation (https://www.swifterm.com/what-is-predictive-content-perso...), never seen before. The way it was meant to be: personalised, real-time, and predictive.

Experience Email, with a unified personalisation solution

Built on our robust predictive analytics facility, SwiftERM allows marketers to track and incorporate important on-site activity from each individual consumer into their email campaigns. For example, what visitors are browsing for or adding to the cart at that moment – information is used to perpetuate the improvement of SKU ranking for imminent purchase of every stock item listed on your site, against each individual consumer, and likewise including whatever the response, or lack of it, is to those selections are too.

Creating a hub of all available individual engagement data – both historical and real-time – artificial intelligence is then utilised to algorithmically match products and offerings to different individuals based on their shopping activity, product affinities, cross-device behavior, and more.

And with optimisation happening at the time of email open, the most recent interactions are always reflected, ensuring relevance even after the timed send happens. As a result, web and email experiences can influence one another, a benefit existing customers of SwiftERM have already come to know and love.


David Swift
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