2019 has been a big year for email, and as we wrap up Advanced Email Conference, one of our final conferences this year, we reflect on what we have learnt from email post-GDPR.
2019 and post GDPR, smart marketers have focussed heavily on the concept of not being creepy with our data. That, even if we have all this personal information about our subscribers, we shouldn't use it if it's essentially going to weird the reader out.
Also, even in email there is a line. Eloise Shuttleworth from Iterable opened up by telling us to focus on how we're targeting and what we're targeting - a preference centre stops you from being too personalised to the point of being creepy. What does this mean? We can do some really cool things with personalisation, sometimes its essential to use a lot of the subscribers personal information e.g. basket confirmation emails but most of the time having pre set variables actually works best.
Here's the top 5 takeaways from the discussions we had at #EmailConf 2019.
Repurpose existing content
As marketers, we push and pressure ourselves to send out unique content in our emails for every send. But, sometimes we overlook the fact that if a proportion of our audience didn't open our email at that time they might miss out on some of our best content.
Beth Simpson from Canon spoke on customer journeys and how, despite what we usually believe breaking the rules in email can often be a good thing. For example, giving in to the idea of repurposing old content for reactivation emails. And, if we look at how our audience interact with our content, we should use that as best practice rather than industry standards. There's also been a lot of talk this year in multiple conferences about simplicity in email, and how we need to steer towards how we can get our content across in the most simple way, then plan out our campaigns from there.
Start with the basics
Having all this data about our audience is really exciting, but also quite overwhelming at the start. Throwing yourself into a new project can be scary, and it can often hold us back from reaching our full potential.
As we look forward into 2020, we can see that customers are asking to receive personalised content more and more in their emails. Dave Holland at Live Clicker gave some simple advice to just give it a go, even if you haven't tried it yet. For example, if you start adding some basic personalisation into your email campaigns and then see how your audience interact you can start to build it into your email strategy.
And if we haven't mentioned already, we have an exciting new Taxi add-on with Live Clicker meaning it's easier than ever to create awesome email in Taxi. Get in touch with us for more info on how you can add this into your workflow!