Quick Reference HubSpot Email Marketing Certification
Lesson 4: Understanding the Power of Personalization and Automation

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Use Personalization and Automation in Email Marketing

Personalization

  • How brands use data to create unique emails for each person on their email list
  • Personalized emails can improve click through rates (CTR) by 14%.
  • Personalized emails deliver transaction rates that can be 6x higher.
  • Targeted personalization increases engagement by 74%.
  • Personalization tokens allow you to convey intentionality while diminishing inefficiencies and errors.

Automation

  • Marketing efforts and tasks that have been automated using software.
  • Automation helps you streamline your productivity and efficiency.
  • Automation improves lead generation, increased conversions, lessen repetitive tasks.

How Personalization and Automation Impact Your Strategy

Integrating Personalization

  • Integrating personalization with your segmentation and employing automation for efficiency

Automation

  • Marketing efforts and tasks that have been automated using software.
  • Automation helps you streamline your productivity and efficiency.
  • Automation improves lead generation, increased conversions, lessen repetitive tasks.
  • Segmentation: Process of separating your contacts into smaller groups of similar profiles.
  • Personalization without proper segmentation leaves your customers wanting.

Examples of Personalization and Automation

Examples of Personalization: Pierce

  • CTA button that allows leads to download a brochure.
  • Links to a landing page form that collects basic information, including the zip code.
  • Use automation to follow-up with each contact and personalize each email by providing the designated product dealer’s contact information.

Examples of Personalization: New Breed

  • Used personalization in the subject line and preview text to invite an open.
  • Used personalization within the email’s content by including the contact’s first name, their company or account name, and the sales owner.
  • Achieved 35% open rate, a 5% click through rate, and an overall 23% conversion rate on the CTA (Call to Action).

Examples of Personalization: Mobile Growth Association (MGA)

  • Created personalized links for selected speakers to share that would give the speakers 50% of the revenue generated via their link.
  • Using personalization, they were able to provide unique links without having to manually duplicate each email.

Additional References and Resources

 

Refer to the additional references and respurces below for the exam preparations.