“The idea here is that we can start to show or hide certain blocks of content within the same email based around what we know about that subscriber.”

• Display specific offers only to relevant subscriber segments.
• Avoid sending irrelevant content that could disengage recipients.
• Streamline email creation by using one template with conditional blocks.

“So the most common example of this that you should know is adding someone's name to the email. So this is using a merge field or a personalization field.”

• Use personalization fields to insert subscriber-specific details.
• Implement dynamic product recommendations based on past behavior.
• Increase engagement by making emails feel personally tailored.

“So this is where once an automation is begun, you can decide which version of an email you will send based around what you know about them.”

• Create different automation paths within a single workflow.
• Customize messages based on categories like purchase history.
• Enhance personalization without creating multiple automations.

“So the most common example of this that you would know is the abandoned cart. So this is where someone abandons a cart and then you send out some abandoned cart emails.”

• Set up automations based on key subscriber behaviors.
• Use page visits or clicks to initiate personalized email flows.
• Improve sales by reaching out at critical moments in the customer journey.

“We want to start thinking about first at the first layer, perhaps you just want to send at the email. So whether it's the campaign or the automation email at their local time.”

• Schedule emails to send at subscribers' local times.
• Use smart sending or predictive sending features in your software.
• Enhance email performance by reaching subscribers when they're most active.

“We can create two versions of an email and it can be as simple as you just want to split test a subject line or you want to split test the whole content of an email.”

• Experiment with subject lines and email content to find what resonates.
• Utilize email software's A/B testing features to optimize campaigns.
• Use performance data to refine future email strategies.

“So this is very simple. So this is instead of sending one email out to everyone, maybe you send two or three versions of that email out to distinct groups based on their category based on this data.”

• Create different email versions for distinct audience segments.
• Exclude certain groups from campaigns to avoid redundancy.
• Increase engagement by tailoring messages to specific subscriber segments.

“So this is we can figure out certain things about our subscribers based on what they do. So we can do it based around if they've opened an email, clicked on a link or visited a web page.”

• Track subscriber engagement metrics like opens and clicks.
• Segment audiences based on behaviors for tailored content.
• Use behavioral data to identify and engage your most active subscribers.

“Now, this comes with only some email marketing software. One that does this really well is Klaviyo. So they have fields like where they can predict someone's next order date, the average time between orders, customer lifetime value, all of those sorts of things.”

• Utilize predictive analytics tools in your email software to anticipate customer behaviors.
• Use predicted metrics like next order date for timely and relevant messaging.
• Enhance personalization by incorporating predictive data into your campaigns.

“So the first one is a bit obvious and that is to ask. So this is where we want to get more qualitative data, right? So things like what are they interested in? What topics, what category do they fit in or what stage are they at?”

• Use two-step sign-up forms to ask key questions after the initial sign-up.
• Incorporate a preference form to let subscribers indicate their interests.
• Embed polls in welcome emails to gather important subscriber data.