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Personalize your Customer Interactions

Why Personalization?

Engaging people on a personal level is a great way to build trust in your brand. When you send emails with personalized content, people are more likely to interact with you. 

91% of consumers want a personalized experience (Accenture), but only 40% of shoppers say the information they get from retailers is relevant (Forrester). Lack of relevant content generates an average 83% lower response rate (Monetate).

Personalization is more than a marketing tactic, it drives strategy and shapes your brand. The data you collect in Drip is key to using personalization. Data used for personalization in Drip:

The more options for personalization, the better. In Drip, personalization goes beyond using people’s first names in an email (but you can do that too).

Take a moment to think through the information you’re collecting about the people on your list. Here are some useful data points for personalization:

  • Phone number
  • Address
  • City
  • State
  • Product tags
  • Order history 

Personalize Your Email Subject Line

Personalized email subject line

Greet people on your list by their first name in the email subject to grab their attention and set a warmer tone. The person reading it will be more receptive to your messaging and feel more comfortable with the interaction.

To personalize your greeting, use the following Liquid code in the subject line of your email:

{{ subscriber.first_name }}

That code tells Drip to display the first name of each individual person reading your email. If you don’t have the first names of everyone on your list, add a default to your shortcode: 

{{ subscriber.first_name | default: "there" }}

Use Logic to Show and Hide Content

Liquid code that dynamically displays someone's first name in an email.

Leverage Liquid code logic to create email content tailored for each person based on tags or custom fields. The Liquid code below shows blocks of text only if the reader has a given tag:

{% if subscriber.tags contains “Exfoliation Soap” %}

Only people with the tag “Exfoliation Soap” will see this text.

{% elsif subscriber.tags contains “Moisturizing Soap” %}

Only people with the tag “Moisturizing Soap” will see this text.

{% elsif subscriber.tags contains “Scented Soap” %}

Only people with the tag “Scented Soap” will see this text.

{% endif %}

Add Personalized Content Blocks

Dynamic content blocks in the visual email builder

Give a great customer experience by showing people that you know them with Drip’s dynamic content blocks. Make shopping more relevant than ever with Cart Abandonment, Product Recommendations, Top Selling Products, and Discounts in Drip.  

Cart Abandonment

Send personalized emails with the exact items a customer left in the cart with the Cart Abandonment content block in any Workflow email. In the visual email builder, select Cart Abandonment to insert the block into your email. 

Product Recommendations

Encourage repeat shopping behavior with the Recommendations content block in any Workflow, Broadcast, or Campaign email. In the visual email builder, select Recommended Products to insert the block into your email. 

Top Selling Products

Create a sense of urgency and utilize your store data with the Top Selling Products content block in any Workflow, Campaign, or Broadcast email.  In the visual email builder, select Top Selling Products to insert the block into your email.

Dynamic Discounts

Increase brand loyalty with the Discounts content block in any Rule or Workflow email. In the visual email builder, select Discounts to insert the block into your email. 

 

Preview Your Personalization

Preview of personalization

Always preview your emails before you send them out. This allows you to troubleshoot and fix errors before it’s too late. To preview an email as a specific person in a Broadcast or Campaign email they must be added as a recipient. To preview an email as a specific person in a Workflow, they must be active in the Workflow.

Use the Preview feature in any Campaign, Broadcast, or Workflow email to check your personalization:

  1. Click Preview

  2. Click Preview as

  3. Select a person to preview as

  4. The email populates with the selected person's data

Liquid code does not render in test emails. The Preview feature is the best way to test and troubleshoot email personalization.