A dynamic email or mobile message that is personalized upon viewing of that message, to ensure that every message is relevant for every recipient at any time.
What is open time personalization?
Open time personalization is a dynamic email or mobile message that is personalized upon the viewing of that message, to ensure that every message is relevant for every recipient at any time.
That means your customers don’t have to read outdated information if they open an email later than you hoped for (for instance, after a flash sale has ended). The end result is that no email is a wasted effort. No matter when your lead opens up a message, they’re seeing the most relevant information available.
Open time vs send time personalization
Open time personalization is based on when you open the email or message, meaning the content can change over time if the email is unopened. With send time personalization, any customized details are fixed at the time the message is pushed.
For instance, with product-based emails, your customer will see the most recent pricing and recommendations rather than whatever the current price or deal was at the time of sending. Another example is restaurants sending emails based on the current weather. If it’s raining, the email could populate with the soup of the day. If the sun is shining, the email could promote happy hour on the patio.
Advantages of open time personalization for marketing
There are several clear benefits of incorporating open time personalization in your marketing campaigns.
- Time sensitive messaging: The content language updates itself based on open time. For instance, the greeting could refer to the time of day and be completely accurate for the recipient.
- Better engagement data: Open time personalization lets you see when your recipients are most likely to read and engage with your message, which can help inform future communications
- Real-time updates: Your customers can get the most up-to-date information with open time personalization, such as accurate shipping and delivery updates.
Real time personalization means open time personalization
Using open time personalization allows you to incorporate real time personalization strategies in your marketing campaigns. And since consumers are increasingly expecting customized content, these two marketing strategies work hand in hand to improve engagement.
