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How to create several email versions with a single HTML?

Written by Colette on 29, November 2019

If you are used to designing an email by segment or even by micro-segment, you know what to expect. A lot of time to produce content and results that are rarely good enough. This is the risk of targeting, however precise it may be, to personalize. By creating as many HTML versions as segments, you think you can provide everyone with the experience they expect and yet. The recipient does not seem convinced by what you have to tell him.

What is the risk of targeting to personalize your emails?

You have opted for several personalization solutions but nothing works. Your targeted emails always look point by point like a fullbase email. Is that the problem with the marketing solution? Is this the problem of targeting? 

Both at the same time. When you target, even surgically, you don't personalize. On the contrary, we give the recipient the impression that we do not know him. And this option can be costly. 

Although they recognize your brand, the recipient, customer or prospect, begins to consider you as spam. The content you have for him does not speak to him. Worse, he finds that you did not even take into account the purchase made a few weeks ago by offering him to buy the product again.

How to offer content to each individual without creating several HTML?

Based on customer knowledge data but not just any data! 

Browsing data

Use navigation data to provide each recipient with content that speaks to them. 

Examples of browsing data: 

  • categories;
  • products; 
  • abandoned carts.

You don't need to create one HTML by individual, only to capture what interests your recipients most at a specific moment to be sure not to miss a purchase intention. Each recipient has their own content thanks to the creation of individualized and scalable content. 

Contextual data 

This is clearly the type of data that gives power to the content of your emails. Imagine that your recipient can know that a store close to him when the email opens reserves an offer. If he opens the same email a few hours later, he can also benefit from the offer but online. Winning the battle of context is key to delivering the right message every time a customer, or prospect, interacts with your brand. No more thinking of the customer journey as a straight line that you lead. Your recipient decides. Use the power of contextual data to surprise him and deliver the final and unexpected experience he deserves. 

Contextual data examples : 

  • Recipient localization; 
  • OS:
  • etc.

Can you optimize your emails with only one HTML?

Forget everything you know about AB test and especially forget that you need to produce several HTML to optimize your email content. 

Real Time Testing is the solution for: 

  • do not disadvantage a part of your base: no opener ends up on a losing version; 
  • provides real-time information on the current optimization
  • takes into account the context of the recipients' openness. 

Topics: CRM strategy, Content performance, email performance