|
||
“Personalizing electronic mail messages based on individual customer preferences has long been considered a best practice for online marketing communications,” said Richard Merrick, Postfuture president and CEO. “However, today most organizations sending permission-based e-mail to their customers either broadcast a single message to everyone or segment their list to deliver group-targeted information. This technology will open a new world of electronic marketing.” While targeting information by segment is better than a “one-size-fits-all” approach, the practice of delivering uniquely personalized messages created specifically for each individual based on hundreds or even thousands of possibilities has, until now,been out of reach of most marketers due to the high cost and significant technology barriers. Postfuture’s Multi-Content Zone Personalization™ eliminates these high cost and technology barriers by offering an easy-to-use and affordable way to tailor marketing communications to each customer’s interests. The concept can be likened to a deck of playing cards. Each HTML or text message is built as a collection of tiled areas, called “publishing zones,” that enable content insertion and categorization. Each zone can be organized as a stack of content layers, called a “multi-content zone,” that act like a stack of cards. Each layer can be associated with a rule that selects a particular layer, or card, in the stack based on matching preferences in the customer database. In effect, a marketer can “stack the cards” of content by setting conditions for how to “deal the cards” to each customer. In practice, several multi-content zones are typically presented within a publishing template in order to automate recommendations for potentially hundreds of products producing thousands of message combinations across a single audience. “Delivering individually personalized messages is essential to developing online customer loyalty and maximizing ROI,” continued Mr. Merrick. “Instead of treating customers as part of a group, organizations can now dialogue with people as individuals with different interests in order to improve message relevance and increase the probability of a purchase,” said Merrick. “Marketers will finally be able to control and automate this one-to-one marketing dialogue inexpensively without need for scripting or custom development.” About Postfuture Trademarks
& Copyrights |
