{"id":6017,"date":"2016-11-02T00:00:00","date_gmt":"2016-11-02T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/how-sephora-uses-email-personalization-to-drive-purchases\/"},"modified":"2024-09-25T11:56:34","modified_gmt":"2024-09-25T15:56:34","slug":"how-sephora-uses-email-personalization-to-drive-purchases","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/how-sephora-uses-email-personalization-to-drive-purchases","title":{"rendered":"How Sephora Uses Email Personalization To Drive Purchases"},"content":{"rendered":"

We\u2019re inundated with emails shouting at us to try this or buy that. So what makes an email go from interruptive to valuable? Email personalization<\/a> is one way to capture subscriber interest and deliver more relevant, targeted emails to your audience.<\/p>\n

This isn\u2019t easy. Says John Bonini, Growth Director at Litmus:<\/p>\n

Email personalization is hard work. It\u2019s not an add-on, but rather requires an obsessive understanding of each segment of your audience. It requires time, and in full transparency, is nothing that can be mastered in some average \u201cUltimate How To\u2026\u201d blog post.<\/p><\/blockquote>\n

Get inspired with these examples from Sephora to start integrating personalization into your email marketing strategy.<\/p>\n

More Than [First Name]<\/h2>\n

When it comes to email personalization<\/a>, it\u2019s essential to go a step further than first name. To do it right, you have to understand where your subscriber is in their customer journey. In what context are they opening your email?<\/p>\n

These days, everyone knows your \u201cfirst name\u201d in email. Demographics can be a good start in your email targeting, but that\u2019s table stakes. In our Email Marketing in 2020<\/a> report, we found that 76% of our respondents agreed that in five years, emails will be completely personalized. This level is something your subscribers will come to expect\u2014similar to mobile-friendly email<\/a> today.<\/p>\n

To make your email memorable and shareworthy, you have to go beyond first name personalization and start delivering relevant, timely email experiences.<\/p>\n

Start With Simple Data Points That Will Delight<\/h3>\n

Personalization doesn\u2019t have to be super complicated to delight your subscribers. You can start by using basic information that customers provide during the signup process. In Sephora\u2019s case, that\u2019s birth date:<\/p>\n

\"Picture1\"<\/figure>\n

You can use the signup process to learn more about your subscribers. In addition to name and birthday, this can also include information about location, product or content preferences, and more.<\/p>\n

Here\u2019s the dilemma: the more data you have, the better you can target; however, the more data you ask for in the signup process, the less completion of signups you\u2019ll see. Test your signup forms<\/a> to see what works for you, though we recommend stripping them down to the bare minimum. You can also look into progressive profiling<\/a>, which involves building your subscriber\u2019s profile over several interactions.<\/p>\n

Map Out The Customer Journey To Get The Best Results<\/h2>\n

Mapping out your customer journey from start to finish is a daunting challenge that moves beyond the email marketer. It\u2019s rarely a linear one, and can change based on the persona of the person you\u2019re mapping. Typically, the customer journey breaks down like this, but it completely depends on your pricing model.<\/p>\n

\"customer-journey-\"<\/figure>\n