360-Degree Personalization Is a Strategy, Not a Tactic

When moderator Morgan Stewart, co-founder and CEO, Trendline Interactive (at left), asked his fellow panelists why they look at email as a guinea pig, all three of them agreed that email is more agile than any other tool in their marketing toolboxes.

Madison Square Garden's Tom Dinneny told our Email Insider Summit on Monday that, with email, the company can pivot more quickly and cleanly.

The engagement marketing manager said MSG is trying to enrich its emails. "Your recollection of your experience at MSG can start before you get there," he said. "So we are trying to enhance an email that we're already sending out."

Prior to every event, attendees get an email providing details. Just this year, they launched a new automated "pre-show." "It's a big achievement for us," Dinneny said, adding that they are enjoying a 95% reduction in production time.

Erin Vitero, CRM Manager, JustFab Inc. (far right), said that with email, "we can get results quickly. The brand wanted to know if scarcity messaging in abandoned carts would get results. "The quickest way to test would be through email." They saw a 20% lift and are prioritizing making that update on their website.

Another way that personalized email is helping JustFab, Vitero said, is that it's bringing a new level of personalization to the website. With a monthly email showing off new arrivals of footwear, clothing and accessories, the brand has started using data to make those emails showcase items that each customer is most interested in.

Sharon Foster, Director, CRM, consumer interactive, TransUnion, noted that email is cheap. "We can send highly targeted tests," she said. Currently, the financial services brand is implementing a new ESP because it has needed to tackle personalization for a while. "Customers expect us to know their finances. 'Information for good' is our mantra."

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