{"id":110623,"date":"2015-10-06T13:17:00","date_gmt":"2015-10-06T18:17:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/latest-trends-in-local-email-personalisation\/"},"modified":"2024-12-21T05:51:03","modified_gmt":"2024-12-21T10:51:03","slug":"latest-trends-in-local-email-personalisation","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/latest-trends-in-local-email-personalisation\/","title":{"rendered":"Latest trends in \u2018local\u2019 email personalisation"},"content":{"rendered":"

I\u2019d better keep this brief…as our attention spans are shrinking (down to less than eight seconds according to Joe McCormack\u00a0author of Brief<\/a>), even as I write!<\/p>\n

Apparently the average professional receives 304 emails per week and checks their smartphone 36 times an hour. At work, we are typically able to attend to one task for about three minutes before we are interrupted by our mobile device buzzing or beeping with an email or message alert. So it\u2019s no wonder that when it comes to email marketing, the old adage \u201cless is more\u201d has never been so true.<\/p>\n

We\u2019ve reached a point, thankfully, where it\u2019s not about sending more emails, but all about sending better ones. Email content based upon preference data and previous purchases just isn\u2019t enough anymore, as customers increasingly show a desire for truly dynamic, personalised, one-to-one conversations. This is demonstrated by the fact that 36% of global consumers are willing to share their current location with retailers via GPS, which is more than double what it was just one year ago (Marketing Magazine, Jan 2015). If this tells us one thing, it\u2019s that customers want real-time personalisation in the emails they receive, which are specifically relevant to their location.<\/p>\n

According to Econsultancy\u2019s Email Marketing Industry Census 2015, one in three companies are already engaging in content personalisation, a 27% increase from last year, with 37% planning to include it as part of their email marketing activities. Additionally nearly two-thirds (64%) of organisations would like to do better at personalisation, while over half want to improve their segmentation (61%). \u00a0An impressive 78% of businesses agree that all email communication will be personalised in the next five years.<\/p>\n

\"British

British Gas Dynamic Content<\/strong><\/a><\/p><\/div>\n

 <\/p>\n

Dynamic email content<\/strong>, which renders at the time of opening and not at the time of send, is one of the latest trends in local email personalisation. \u00a0This emerging technology allows marketers to personalise email content based on factors such as the recipient\u2019s current location, and the local weather forecast for that day. Content adjusts each and every time the same recipient opens the same email. Such truly dynamic content could be the holy grail of personalised, localised email.<\/p>\n

British Gas<\/strong> recently used individualised dynamic content<\/a>\n

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