Dave ChaffeyThere are are many systems offering to send emails with the option to personalize them based on the profile and behaviour of subscribers.
Real-time personalization refers to a specialist category of specialist Email automation and targeting platforms which are distinct from the main email broadcast platforms like Mailchimp, Salesforce, Campaign Monitor, Pure360, dotMailer, etc, but integrate with them.
These tools have been most enthusiastically adopted by retailers who use them to send personalized emails tailored according to customers’ recent behaviour and the latest offers on-site. There are three main categories of platform, but with inevitable overlap and many of the major email marketing platforms also providing these features.
Real-time email personalization platforms
These offer live inventory, sales counters, weather personalization
Behavioural targeting
These offer browse and basket abandon emails
Email journey orchestration or personalization
These platforms typically involve machine learning via Artificial Intelligence based on analysis of data in a single customer view.
