PlaybookEmail Action Personalization: How to Personalize Digital Experience Based on Different Email Actions

Objective

The main objective of doing web personalization based on email actions is to start delivering a tailored omnichannel experience for customers. Because omnichannel takes personalization one step further, by providing a unique experience tailored to each individual user across channels.

Omnichannel personalization is all about delivering a personalized experience to customers no matter how and which channel they interact with your brand. It involves delivering a personalized user experience across all channels, whether that be online, mobile, or in-store.

By delivering an omnichannel personalized experience, you can improve customer loyalty and encourage them to return to your brand again and again.

How to personalize

It’s very common to send customers an automated email based on certain actions on the website.

To make the connection more personal between your email, website, and your customers, you can personalize your website based on the actions a customer has taken on email:

  • Opening the email

  • Clicking a link

  • Not clicking a link

Here are the steps for web personalization based on email action:

  1. Defining audiences

  2. Identifying intent signals

  3. Choosing web elements to personalize

  4. Creating variations

  5. Attaching audiences to variations

Intent Signals

Email & Newsletter Data

Page Engagement

Effect

For many businesses, email is one of the primary communications channels. It's important to make sure that you're getting the most out of your emails.

There are many benefits of personalizing your website based on a recipient's actions.

By taking into account what a customer has done (or not done), you can create a more tailored experience for them.

By using this strategy, you can make sure that each message and offer is tailored to the individual, which can result in higher response rates and longer engagement times.

See it in Action

Personalizing Hero Section on N26 Based on Email Actions

N26 Email Action Personalization - After
Personalized
N26 Email Action Personalization - Before
Original

About

N26 is a German neobank headquartered in Berlin, Germany.

It currently operates in various member states of the Single Euro Payments Area (SEPA) and in the United States.

It provides a free basic current account and a debit card, with available overdraft and investment products and premium accounts for a monthly fee.

Moreover, N26 also provides products such as installment loans, bike insurance, home insurance, pet insurance, and credit loan for cars, education, starting a startup, etc.

Technology Stack

Logo Contentful CMS

Contentful

Contentful is a content management developer platform with an API at its core.

Personalization Process

Step 1: Defining Audiences

Before diving into the personalization, first, we need to define whom N26 is going to personalize for.

Audiences will be defined automatically based on their website behavior - certain web page visits, calculator/tool usage, etc.

In this case, we’ll use the following customer as an example:

  • An N26 customer visits the website and is interested in a car loan.

  • The customer visits the car loan page and checks the car loan calculator. After that, N26 automatically sends the customer a personalized email.

  • The customer receives an email and clicks the button on the email. However, the customer leaves the page without checking it.

  • The next day when the customer visits the N26’s website, the customer sees a personalized hero section.

Step 2: Identifying Intent Signals

Although different intent signals can be used, in this case, our intent signals will be:

  • Opening the email

  • Clicking a link

  • Not clicking a link

Step 3: Choosing Elements to Personalize

After defining the audiences and intent signals, it's time to choose which content elements to personalize.

We'll personalize only one element to keep this case study simple and to the point.

That element is: Hero Section of the Home Page.

Step 4: Creating Variations

So far, we've defined audiences, intent signals, and elements to personalize. Now, it's time to create variations of chosen elements for defined audiences.

In our case, we'll create different hero sections for different audiences based on the product pages they’re interested in.

Therefore, there will be hero section variation for:

  • Installment

  • Insurance

    • Bike

    • Home

    • Pet

  • Credit

    • Education

    • Starting a business

    • Car

    • New furniture

    • Electronic device

    • Personal loan

Step 5: Attaching Audiences to Variations

After defining which components to personalize and creating variations for these components, it's time to attach audiences to these variations.

The Bottom Line

Are you providing omni/multichannel personalization experiences for your customers?

Providing a personalized experience for your customers across all channels is essential for providing an excellent customer experience.

By using omnichannel personalization, you can ensure that each customer feels valued and appreciated, no matter which channel they use to interact with your brand.

In today's competitive business landscape, it's more important than ever to provide an outstanding customer experience if you want to stay ahead of the curve.