ERMSmart Personalization
Knowing
your customer and managing your Profile Database is key to establishing an
effective eMarketing program. Using the ClickAction ERM rules engine, event
modeling and content merge feature you can build an in-depth profile of each
customer’s interests, demographics, or email campaign responses so you
can establish a one to one dialogue.
Content Merge
Sending personalized emails that greet customers on a first name basis
and deliver information they want is vital to building customer loyalty. Using
the content merge feature you have the ability to create one-to-one personalized
offers with content relevant to each subscriber.
For example, the following copy:
"Hello @(FirstName),
We have a special offer for people who live in @(State) and bought
@(PurchaseHistory2) for @(PurchaseHistory3) last year. Would
you be interested in @(Offer4) this year?
Would generate this offer:
"Hello John,
We have a special offer for people who live in California and bought
the celebration bouquet for Valentine’s Day last year.
Would you be interested in a dozen red roses for $89.99 this year?
The content merge feature is only available when sending a newsletter or
HTML offer.
Data Passing
You can also use the same function to merge data into a defined URL to serve
dynamic Web site content to individual customers by identifying them by name
when they visit your Web site. Any subscriber data field within the Profile
Database can be merged into an URL to identify a customer visiting your Web
site.
