Dynamic Email Personalization

Learn How Allant Group Handles Email Personalization For 11 Million Customers.

Companies with a data-driven mindset are at a distinct advantage when it comes to implementing tools that drive process optimization. When you understand your audience segments through the lens of rigorous data analytics, you can apply technology that manipulates your data to continuously improve results.

At Allant Group, we work with many brands that send thousands of offer-driven emails every week. These organizations are always looking to streamline processes and workflows, not only to save time but also to drive revenue through meaningful customer touchpoints. Here’s what we’ve learned.

Dynamic Emails Deliver

A major lifestyle retailer invested in data analytics to develop a complex offer strategy with several different audience segments, including loyalty program members at different tier levels. Once the strategy was put in place, however, the firm found itself sending out weekly email promotions that required the manual creation of nearly 2,500 unique offers over the course of a year.

By June 2020, the company sought a solution that could automate personalized email messaging, including loyalty program updates, birthday greetings, seasonal sales, and more. After a competitive review process, the company selected Movable Ink, a visual experience platform that makes it easy to define rules for the text, images, and widgets customers receive in their inbox.

As a leader in “real-time email” or “open-time personalization,” Movable Ink gives our client full control over text, image size, and placement. The Allant Group team worked with our client to take the solution into production, through campaign creation, testing, and refinement.

Today, weekly and monthly campaigns are sent to more than 11 million recipients. A simple CSV upload is all it takes for the platform to access offer IDs and build out emails designed specifically for each person. If any data is missing, the program will simply collapse the module for a seamless presentation of multiple targeted offers, such as:

• Loyalty Program Updates 
• Coupon Banners
• Abandoned Cart Info
• Previously Viewed Items
• Currently Popular Items
• Instagram Feed 
• Barcode Generator 
• Weather Widget
• Store Locator
• Mobile App Banner

Time Savings Lead to Greater Flexibility and Better Performance

A large campaign can be executed in four hours, compared to the 10 to 12 hours it used to take before the automated system was implemented, saving valuable system resources and allowing more time for quality control. The time savings also enable the company’s marketers to run campaigns during business hours, rather than overnight.

Best of all, open rates and sales are up and duplicate emails to the same person have been significantly minimized. With clean and accurate data, dynamic personalization has been an incredible timesaver for our client, who is reaping the rewards of a data-driven marketing organization.

At Allant Group, we’re experts at helping companies get their data houses in order so they can take advantage of exciting capabilities like those offered by Movable Ink. Because we’re adept at integrating, deploying, and managing these solutions for clients, you’ll be able to leverage them more efficiently and effectively than if you were to go it alone. To learn more and arrange a free consultation, contact us today.