Real-time email personalization

There 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.

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