Email Personalization: Craft forms with purpose
At MarketingSherpa Email Summit 2014, Eventful, an online retailer of concert and event tickets, presented how it personalized and segmented its email campaigns to achieve a 66% increase in purchases.
To deliver a personalized email experience to its 21 million subscribers, Eventful’s Paul Ramirez and Ryan Blomberg created a recommendation engine that provided alerts about performers and events their subscribers wanted to hear about, focusing especially when a performer of interest was coming to their town.
You can watch their full presentation to see how the team designed and implemented this revolutionary technology, but for this blog post, we wanted to showcase how to provide a more one-on-one experience when you don’t have a team of engineers to design an entirely new technology for your company, such as Eventful had for its recommendation engine.
In this video, Pamela Jesseau, Senior Director, Marketing, MECLABS, and the Eventful team discuss how to craft forms in your email sign-up process and profile setup that will let your customers tell you more about themselves.
Ultimately, the goal is to use this information to craft a personalized and segmented email experience for your subscribers, minus the fancy (and oftentimes expensive) technology.
You’ll see two great examples of effectively using forms to gather insightful knowledge about your customers as well as how to fit your registration form into the customer journey.
