Personalization – creating individual messages for recipients

Personalization

Developing a newsletter that meets the expectations of the recipient can be difficult. Each recipient has different requirements, interests and purchase history. Creating individual messages for each customer with a large database is a labor-intensive task. Fortunately, the SARE system offers many options for personalizing messages. With several ways to personalize, customizing content for all recipients is easy.

Preparation of the address database

The basis of personalization is to have an appropriate address database. This database should contain the information needed to personalize content. For example, the name of a product can be taken directly from the database, making it easy to personalize simple actions. For more advanced actions, SAREscript allows you to generate code to personalize content based on various conditions.

Template tailored to customer group

To customize the appearance of the message to the customer group, you can use a feature that conditions the appearance of the content. For example, you can display different graphics depending on the customer group. SAREscript allows you to insert HTML code that is responsible for displaying graphics. This code can be placed in a conditional statement to display the appropriate graphics for each customer group.

Example:

if (sare_in_group(1)) {
  print('<img style="display:block" border="0" src="images/banner1.jpg" height="200" width="600">');
} else if (sare_in_group(2)) {
  print('<img style="display:block" border="0" src="images/banner2.jpg" height="200" width="600">');
} else {
  print('<img style="display:block" border="0" src="images/banner3.jpg" height="200" width="600">');
}

This mechanism displays only one banner that meets the first condition. If the address belongs to group 1 and 2 at the same time, the graphic assigned to group 1 is displayed.

Personalizing value from a feature

Personalization of newsletter content can also be based on retrieving values from a database. SAREscript allows you to insert a feature directly into the message content. As a result, a special tag will appear in the message, which will be replaced with the appropriate value for each recipient.

Example:

Wiadomość, do której wstawiono SAREscript, zawiera takie znaczniki jak %prop1% lub %nazwa1%. System SARE przetwarza te znaczniki indywidualnie dla każdego adresu i zamienia je na odpowiednie wartości z bazy adresowej.

Determining gender based on the recipient’s name

The SARE system allows you to generate the gender of the recipient based on their first name. It is required that the name is stored in the database and has an “official” form. To generate a gender, run a script in SAREscript, select the addresses for which the gender is to be determined, and use the corresponding “set gender” script. This script requires a trait containing the name and the trait to which the gender will be written.

Template tailored to customer type

Newsletter creation can be personalized in many ways. The SARE editor offers a “dynamic content” function that allows you to display content depending on the characteristics in your base or group. This allows you to generate unique content tailored to the type of recipient. This personalization can include, for example, generating different courtesy phrases depending on the gender of the recipient.

To add dynamic content to a message, use the SAREscript function. Then you select the conditions that must be met to display the corresponding content. This can be a piece of text or HTML code. An example of customer type-dependent personalization is gender-dependent courtesy phrases. You can generate a script that inserts the appropriate phrase for men and women based on a characteristic that includes gender.

Example:

if (get_val("prop7") == 'K') {
  print("Szanowna Pani");
} else if (get_val("prop7") == 'M') {
  print("Szanowny Panie");
} else {
  print("Szanowni Państwo");
}

This script can be extended by adding a variation of the recipient’s name. It works by checking successive conditions and then displays the appropriate phrase along with the name variation.

The most important point of action is to have adequate knowledge of the audience

In order to effectively personalize messages, it is important to have the right knowledge about your audience. You can gain information about customer preferences in various ways, such as surveys, link click analysis in previous mailings, shopping cart analysis or remarketing. The more data you have about your customers, the better you can tailor your content to their needs and interests.

It is also important to properly prepare the address base and segment the audience. This allows you to create advanced personalization for both group items and individual content.

The SARE system offers tools for easy personalization of messages to help deliver valuable content to each recipient.