Imagine sending automatically composed emails with content that best suits each recipient. It's simple: let's look at two personalization features you can use to improve performance and conversions. If you follow our blog, you surely know that this is not the first time that we talk about email personalization. This is a vast subject on which we invest a large part of our technological development and training resources. Let's sort it out by distinguishing between four parts of the email that can be personalized: Text Pictures Recipient segments Email content We've marked that last item with a tick because that's what we're going to focus on today, exploring two fundamental customization features . Let's start. Email personalization tools We're going to look at two tools that allow you to automate the process of personalizing emails and campaigns, increasing their relevance , for the benefit of fundamental email marketing metrics: click-through rates and conversion rates. .
The two features we are going to see are both available on the MailUp platform , and can be activated on request . The first is within reach of all companies, the second requires skills in HTML and Liquid markup language. Display conditions Imagine being able to personalize emails by applying display rules to entire lines and parts of the message, which will be automatically populated with the most suitable content for each recipient . It's possible, and it's also Image Masking Service very simple: the perfect tool is the Display conditions, which allow companies to define a filter in one (or more) blocks of the email during the creation phase of the message. In practice, the display conditions make it possible to deliver to the recipients e-mails containing images and texts in accordance with their characteristics , preferences and needs . But let's dive a little deeper. How it works? Let's start with a practical example:
let's imagine that we want to create an email for the new collection of jeans available on our e-commerce site. We need to show users our male collection, while female users will be shown the Female Collection, like in the example below: There are just a few simple steps: 1. Create display conditions You must first create the rules to apply to the rows of content. Use filters to do this (in the Recipients > Filters section ) which can relate to personal data, business type, geography, by device. To use the conditional display, just use the personal data filters . We create two filters based on gender: WOMEN clients MEN customers 2. Apply display rules Open the email or create one from scratch with the drag and drop editor Choose the content form to apply the condition to and click on it From the left menu, choose Forms and select a condition Select the filter you want to apply
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