’Hello Me’ - AI has flipped Personalisation2 Heinä

Hello $Firstname AI Edition, Chapter 11: Personalization in Marketing Automation

In Chapter 11 of Hello $Firstname, Jordie van Rijn reads ‘Personalization in Marketing Automation’.

Jordie van Rijn is an email marketing and martech specialist who guides businesses in selecting marketing software through emailvendorselection.com. In this chapter, he reads about personalization in marketing automation and customer lifecycle communication.

The chapter explains why marketing automation is different from campaigns. Instead of deciding that it is Thursday and sending a newsletter, automation waits for customers to reach specific moments of truth and then responds with a relevant message. This makes timing one of the strongest drivers of perceived relevance.

The chapter explores value creation in marketing automation across increased top-line sales, churn reduction, and cost savings. It discusses abandoned baskets, onboarding flows, welcome programs, subscription upgrades, win-back tactics, next best action, next best experience, and the importance of measuring automation over a longer time horizon than campaigns.

In his reflection at the end, Jordi brings the chapter back to practical marketing work. He describes marketing automation as data set in motion and encourages listeners to find one additional valuable data point or trigger that could make an automation more relevant. His point is that creativity and data belong together.

The chapter reminds marketers not to let perfect become the enemy of good. A triggered message that exists and reaches the customer in the right moment will often create more value than a beautifully segmented message that never gets built.

More resources from the Hello $Firstname universe

You can buy the physical book here: https://amzn.eu/d/6jV4QZT

If the Amazon EU link does not work in your country, please search for Hello $Firstname: Profiting from Personalization, AI Edition on your local Amazon store.

You can download the illustrations and models from the book here: https://www.omnichannelinstitute.com/en/resources

You can also learn more about the Personalization Cards and Canvas, which help teams turn the Bowtie of Personalization into practical use cases, here: https://www.omnichannelinstitute.com/en/personalizationcards

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Hello $Firstname AI Edition, Chapter 22: Achieving Organisational Maturity for Personalisation

In Chapter 22 of Hello $Firstname, Arild Horsberg reads ‘Achieving Organisational Maturity for Personalisation’. Arild Horsberg is general manager of Forte Optimize in Oslo, Norway. In this chapter, h...

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Hello $Firstname AI Edition, Chapter 21: Governance and Processes

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Hello $Firstname AI Edition, Chapter 19: People and Skills for Personalisation

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Hello $Firstname AI Edition, Chapter 18: Models of Organisational Maturity in Personalisation

In Chapter 18 of Hello $Firstname, Fiona Ngaruro reads ‘Models of Organisational Maturity in Personalisation’. Fiona Ngaruro is a digital growth and marketing technology strategist based in Nairobi, K...

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Hello Me — AI has flipped Personalisation. Are Marketers Ready?

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Hello $Firstname AI Edition, Chapter 17: Conversion Rate Optimisation and Personalisation

In Chapter 17 of Hello $Firstname, Steen Rasmussen reads ‘Conversion Rate Optimisation and Personalisation’. Steen Rasmussen is co-founder of Brand Leadership Community and IIH Nordic, as well as an i...

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