Using Data for Personalized Emails: Is It Worth It?

– Personalizing emails based on data collected during signups is not worth the effort, as email open rates decline and most purchases are made shortly after signing up.
– Instead of personalizing emails, use the collected data for ads, landing pages, and product pages to optimize customer acquisition touchpoints.
– The lack of context in collected data makes it difficult to tie it back to revenue, order count, or conversion rates, so it is best to focus on segmenting lists and customizing content.Focus on using the data collected during signups for ads, landing pages, and product pages rather than personalizing emails, as emails have lower open rates and most purchases are made shortly after signing up.”Jon, how do I use the data collected during a signup to personalize my emails?” I get this question a lot. Don’t use it for your ads, landing pages, and product pages. Your emails only get a 50% open rate on the first one, then dip to 30% after that. The vast majority of people who purchase do so within hours of signing up. People get confused by my answer because every company and guru out there is telling people to personalize their emails, but most of the time, the amount of work needed to really do it properly is simply not worth it. You know all those quiz emails that literally give people the same answers that you gave them on the website? You know the same ones that still lack context as to why those products were selected or how they relate to each other? Most of the time, it’s a waste of time. If you know information about what makes people more likely to convert than others, use it across all the customer journey acquisition touchpoints. It will go further. Ah, but there’s the rub. With all these tools where you think you’re collecting relevant data, it’s not really tied back to things like revenue, order count, or conversion rates. It lacks context, so the best you can do is collect and analyze, segment a list, and customize some content. Everyone wants lower CAC, more orders, and to optimize their ad spend, yet everyone still loves to randomly think of new hooks and angles and testing ads is going to get them there. The amount of just dumb guessing on ads continues to be the most shocking part of the ecommerce industry. Everyone has been brainwashed. Now there is such a thing as bad ads, full stop. The internet is full of terrible pieces of creative. But a friendly reminder: YOU HAVE ZERO CONTROL OVER WHO FACEBOOK SHOWS YOUR ADS TO. I’m literally in awe of the amount of money and time spent on ads and ad creative in this world, yet the lack of any time and effort spent on product pages. Pour some more gasoline on that stack of hundreds for me, everyone. It’s rare that I come across a product page that actually does everything right, and when I do, it’s only on the bestseller product page, if that. A good product page has gotten me to purchase, coupled largely with my ability to justify the price and the discount attached to it. But a good ad still rarely gets me to click.

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