Picsonal: More relevance through context-sensitive emails
When designing email campaigns, we have to address the crucial question every day: How can marketing emails be (almost) as relevant and personal as a conversation? In particular, rapid technological development in the area of big data has opened up numerous new opportunities for us — and many other email marketers worldwide — in recent years. A wide range of heterogeneous personal (profile-based and behavior-based) factors can now be recorded, intelligently evaluated and taken into account in email campaigns. From managing the shipping time to personalized product recommendations.
Of course, that doesn't mean that we can sit back and relax. Because personal factors aren't everything when it comes to content relevance. The context in which an email is read always plays an important role. Responsive design now makes it possible to send emails that automatically recognize on which device they are being opened. However, mobile optimization is only the beginning of the development towards context sensitivity. Let's think one step further!
Open time marketing: Emails that know what time it is!
Importing live content in the form of images in combination with various analysis options offers an extremely wide range of options for sending environment-sensitive messages. That is why we have entered into a strategic partnership with Kickdynamic Ltd. It forms the basis for Publicare's Picsonal platform and integration service — powered by Kickdynamic. The following are just a few of the possible use cases. Let yourself be inspired!
Location Awareness
A company's customers receive an email promotion with a discount campaign that runs in stores over the next three days. In order to effectively support the campaign, each recipient should be shown the individual and currently nearest branch in the email. But where is the email reader currently located? At home in Frankfurt? With friends in Berlin? With the family in Munich? You can't know in advance. But you can find out: Each time an email is opened, the recipient's location is determined — and the nearest branch is automatically displayed.
Time Awareness
Is your voucher only valid for one week? Is participation in the competition only possible today? Shortage of time is a popular motivator and conversion driver in marketing. The urgency of calls to action can be increased, for example, by a countdown. Each time the email is opened, the current time difference is determined and the countdown starts. Such a countdown can also be used when, for example, a new product is launched, an event is about to start, and more.
For some offers, a customer approach based on the time of day pays off: A contact is still checking their emails late? Wish him a nice evening and point out the appropriate bedtime reading in your range — or a nice relaxing tea! Your contact will be blind if you wish them a good start to the day in the same email the next morning.
Weather Awareness
Depending on the destination, tour operators can send their customers weather information directly to their smartphones — or even local sightseeing tips: When it is sunny, for example, a climbing tour is recommended, and when it rains, perhaps a visit to a museum is preferred. Product recommendations can also be tailored to the weather at the location of your email recipients. Indoor products for nasty weather and outdoor products for sunshine? In this way, the conversion rate can be further optimized depending on the context.
Device Awareness
Many companies provide apps for download for mobile devices. If these apps are advertised in emails, this usually means the integration of several alternative download options for various app stores. But now there is an end to superfluous alternative content in mobile emails! Depending on whether a recipient uses an iPhone or an Android device to read the email, the appropriate download button can be delivered dynamically.
Shop Awareness
Promotions that promote a very specific product from an online shop have a problem: If they run better than planned, the product may sell out after a very short time. And the user engagement of all “late clickers” is wasted. They must be disappointed to discover on the landing page that the product they want is no longer available. This waste of buying interest doesn't have to happen — instead, show and link to suitable alternative products in the email. Purchase data or web analysis data can also be taken into account to further refine the rules for delivering your dynamic images.
... and much more!
Social media, for example: latest tweets and posts. Enrich your journeys with always up-to-date and relevant content without having to adjust the emails.! Include the latest tweets and social media posts in your marketing emails every time you open an email
Expanded conversion optimization options
Picsonal's dynamic image control offers dynamic A/B testing for campaign optimization in real time: The image with the best click-to-open response is automatically displayed to the majority of your openers without the need for a separate A/B list split and test delivery beforehand.
