How Automated Email Templates Help You Scale Up Your Personalization

When you’re marketing to an audience who number in the
millions, manual personalization becomes an impossible task. In the
past, many businesses tried to ignore this challenge by simply
sending identical emails to every subscriber on their list — and
racking up numerous unsubscribes as a result.

More recently, organizations have aimed to “split the
difference” between mass emailing and
personalization
by segmenting their subscriber lists. But

segmentation
requires marketers to manually design multiple
versions of entire emails — and that doesn’t scale.  In fact,
this time-consuming process often still fails to connect each
subscriber with the products they’ll be most likely to
purchase.

Even so, every marketer wants to
send personalized content to every subscriber
. But when
subscribers numbers in the millions, the sheer scale of the task
demands a qualitatively new approach to email
personalization
.

That’s exactly the problem that automated email templating
solves. Through the power of machine learning, this technology
leverages a library of creative content and generates millions of

personalized emails
— enabling small teams to get maximum
impact from their creative assets, and keep serving fresh, engaging
content to every subscriber on their lists.

Here’s how it works:

Automated Email Templating Makes It Easy to Achieve Quality
Assurance at Scale

The more personalized an email campaign becomes, the more email
variants there are. Every one of those emails has to be manually
designed and then reviewed by the quality assurance (QA) team — a
process that becomes flat-out impossible as the number of
recommended variants skyrockets into the millions.

This means marketers are confronted with a seemingly
irresolvable tradeoff: either reduce the degree of personalization
(and sacrifice engagement as a result) — or hand over control to
the machine, and risk sending out nonsensical auto-generated emails
that might not accurately reflect the brand’s voice.

However, automated email templating solves the problem behind
that problem. In this approach, the creative team designs
individual pieces of creative, not entire emails, and stores them
in a content library. By campaign, marketers specify which zones of
the template should be personalized by the machine. The software
then populates those zones with the ideal content for each customer
by selecting from the pre-approved creatives in the content library
 —  all within your ESP and at the time the campaign is
launched.

And since the template and previously used creatives are already
approved, the QA team only needs to check new content, vastly
reducing the per campaign QA time – all while delivering a wealth
of personalized emails to your subscribers.

Templating allows you to support a large number of email
variants within a single campaign.

Creating Automated Templates Is a Simple One-Time Process
— but Their ROI Keeps Increasing as the Campaign Learns

If your team can code an email in HTML, they can create and
customize an automated email template. But whereas a basic email
template might pull in a small amount of personalization — say,
in the subject line and greeting, for example — automated
templates tap into powerful machine-learning logic, which enables
them to personalize pre-specified zones throughout the email.

For example, you might specify that the machine shouldn’t
feature ads for your autumn wardrobe in emails about your spring
fashion sale — or that it should only send recommendations for
children’s clothes to customers who actually have children.
Staying within the guidelines you’ve provided, the software will
crunch the numbers on your latest interactions with each customer,
and use that data to generate the most engaging possible emails on
the fly.

This templating setup is a simple one-time process. After a
quick one-time setup of each template, just specify your own rules
for the machine to follow. The sophisticated recommendation engine
leverages
data from real-world subscriber interactions
to assemble fresh,
inspiring, personalized emails for every subscriber on your list,
any time you choose. And you’ll always be able to create new
templates, simply by moving the content blocks around.

And most excitingly of all, the machine will continue to learn
from every interaction with your customers — both through email,
and through any other touchpoints you connect. That means the
software’s recommendations will keep improving over time,
delivering even stronger engagement and greater ROI from this
one-time setup process.

By solving the problem behind your personalization challenges,
automated email templating serves as a force multiplier for your
marketing team. This technology saves you the work of designing
thousands of emails from scratch, while streamlining your QA
process, reducing the risk of human error, and connecting each
customer with the content that’ll engage them most strongly —
all while staying true to your brand’s voice, without requiring
any more time or resources than you’d spend on an ordinary
small-scale campaign.

Isn’t it time you scaled up your email sophistication, with
automated templates?

                                       
                               

Personalization is an important key to crafting an effective
email. You also have to make sure that the email is relevant and
something the recipient would welcome. Learn more about how by
reading
“Do More with Email Deliverability and Privacy.”

Source: FS – Marketing 3
How Automated Email Templates Help You Scale Up Your Personalization