Have a Look(Book): Personalization Across the Customer Journey


Email marketers: We feel your pain, and we’re here to help.

This time of year can be tough. As if there isn’t enough pressure to constantly create and deploy great campaigns that outperform the competition, the holiday season is just around the corner.

If you’re not careful, it can all become a blur (“Weren’t we just working on Back to School campaigns?”) Also, facing very real constraints related to time, budget, and resources, many marketers may have no choice but to default to “same old, same old” campaign executions, which can fall short on personalization or dynamic content.

Yet in doing so, they’re missing out on real opportunities to engage and connect with their customers and prospects—and, of course, generate better marketing results at the same time. It’s no secret that everyone’s inboxes are overflowing with emails, and it takes something truly spectacular to stand out from the crowd. From welcome emails to customer retention and beyond, we have got some great ideas to get your creative wheels turning. Read on and then check out the LookBook for a deeper dive.

What Customers Will Love in a Welcome Email

Use your welcome series as a chance to get to know each other better. For example, create an interactive poll and ask recipients to share a little bit about themselves, then use that information to personalize future emails. Or provide a quality video that welcomes new customers into the culture of the brand as another great way to engage and connect.

Yet, welcome emails don’t have to be limited to evergreen content. Consumers are bombarded with emails every day, and it’s a big deal that they’re taking the time to open yours. Show your appreciation and build momentum by showcasing new arrivals or offers you think they would love. Make sure you’re always showing the most relevant information for your brand by scraping it right from your website. 

Personalize Your Follow-Ups

The key to keeping customers engaged in your email campaigns is to provide information they find relevant and helpful (and fun!). If they order online, let them track their shipment right from their order confirmation message instead of a third-party site. Include cross-sells or up-sell promotions and make it easy for them to buy related products.

Also, think outside the box and try to extend the value of your campaigns beyond recipients’ past purchase behavior. Help them plan their weekend with a weather forecast–they just might need to buy some rain boots. Any information that would make their lives easier will be valued and appreciated, leading to increased engagement with your future emails!

Show Them the Way

Get customers excited about their relationship with you. Use loyalty program data – shopping rewards, membership benefits they’ve earned, and points balances – to increase loyalty and motivate them to reach the next reward. Plus, make it easy for them to take the next step: whether it’s to complete a purchase, visit your store, or engage with your brand in other ways, provide them with everything they need to make it happen.

But that’s not all, folks. If you’re looking for a bunch of good ideas to get inspired and ways to use innovative email personalization to break away from the “same old, same old,” check out our LookBook, “Real Examples. Real Results. A Guide to Real-Time Email Marketing Personalization Every Marketer Should Follow.”


Brittany is a digital marketer with experience building an online presence for both B2B and B2C brands. As the S. Content Marketing Manager for Liveclicker, Brittany plans and produces effective communication across channels, creating valuable content that helps clients and prospects harness the power of moment-of-open personalization.

Brittany King

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