Hidden Gold: Collect zero party data directly through emails

Learn how to know your subscribers better and provide tailored content that speaks directly to your audience.

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Hey there

Hi, and welcome back to another edition of eCommerce Alchemy - your one-stop destination for everything related to ecommerce growth.

Ever wondered what sets apart a good email from a great one? Spoiler alert: it's personalization. Trust me, I've spent countless hours analyzing data from various ecommerce brands, and the results speak for themselves.

Today, I want to share a game-changing approach that will help you connect with your subscribers on a deeper level and provide them with tailored content that truly resonates. We're talking about understanding your customers better through email, and it's more accessible than you might think.

Now that I've got a handle on this, I'm excited to show you how personalization can transform your email marketing efforts. Let's get started and see the results.

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Now, coming back to the topic:

Personalization is Key

Let's start by understanding why personalization is more than just a buzzword in the marketing world. Personalized emails have been proven time and again to drive higher engagement, conversion rates, and overall customer satisfaction. By tailoring your content to suit the interests and preferences of your subscribers, you're not just sending emails; you're starting a conversation.

Getting to Know Your Subscribers

But how do you personalize your emails effectively? It all starts with understanding your audience. Who are they? What do they like? What challenges are they facing? By gathering data about your subscribers, you can create detailed customer profiles that allow you to tailor your content accordingly.

One powerful tool for achieving advanced personalization is Klaviyo's tracking links feature. Imagine having the ability to incorporate custom tracking links into buttons within your emails, with each button representing a specific product category or preference. When subscribers interact with these buttons, a custom property is automatically added to their profile based on their selection.

For example, if a subscriber clicks on a button labelled "Apparel," their profile is updated to reflect their interest in clothing. Armed with this information, we can tailor future communications to cater to their specific preferences, whether it's showcasing new arrivals in the apparel category or offering exclusive discounts on clothing items.

Step 1: Add a Button

Start by adding a button to your email template. This will be the clickable element that your recipients will interact with.

Step 2: Configure the Link

Next, click on the button and navigate to the Block tab. Paste the provided tracking link code into the designated field.

Step 3: Customise the Code

Now, customise the different sections of the code to suit your needs:

  • profile_property': Choose the information you want to track, such as gender or location.

  • 'property_value': Set the value for that information, such as male or female.

  • 'redirect_link': Determine where you want people to go after clicking, whether it's your website or a specific page.

Leveraging Data for Enhanced Email Marketing

Once you start collecting this valuable data, you'll open up new ways to improve your email marketing. Here's what you can do:

  • Create Segments: Use the data to group your subscribers based on things like their interests or past actions. This way, you can send them emails that are more relevant to their needs.

  • Design Flows: With the data you gather, you can set up automated email sequences that guide subscribers through different experiences based on their behavior. For example, you can send a series of welcome emails to new subscribers or follow-up emails to those who haven't made a purchase.

  • Personalize Emails: Make your emails feel more personal by using the data to tailor the content to each subscriber. This could mean addressing them by name or recommending products based on their past purchases.

In summary, leveraging data effectively enables the creation of emails that resonate with subscribers and yield superior outcomes. Ultimately, successful email marketing hinges on tailoring content to subscriber preferences, which in turn drives better results. Ready to take action? Let's focus on personalization, with our support every step of the way.

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