The enormous benefits of digital marketing can be summed up in one word: personalization . Email, advertising and mobile marketing are perfecting their techniques to deliver content that is increasingly targeted to individual recipients and tailored to each customer's interests, habits and behavior. A level of personalization that undergoes two key activities: profiling and segmentation . The first prepares the data and information used by the second. Simply put, profiling is the prerequisite for optimal segmentation. But let's start with Merriam-Webster's dictionary definition: The act or process of extrapolating information about a person based on known traits or tendencies.
According to research by the Aberdeen Group, on average, personalized emails improve campaign click-through rates by 14% and conversions by 10% . Far from being a key activity reserved for brands, profiling and segmentation allow recipients (whether customers or users) to receive only relevant communications based on their interests, needs and Image Masking Service availability. Avoiding generic emails is crucial for both parties. If an email promotes an offer for a specific store in Miami and is sent to a recipient in New York, who benefits? Person. In this blog post, we want to shed some light on the first task by discussing the (auto)user profiling tools available to marketers to give contacts the ability to update and complete their profile.
This way, they can provide customers and prospects with only relevant and effective communications. Like data collection, profiling is also regulated by law . We will take this opportunity to summarize how profiling is defined by the new EU Privacy Regulation . Lawyer Marco Maglio explains it to us in this dedicated blog post. The Contact Profiling Preference Center The Preference Center is a panel of the MailUp platform that works like a web page, which your contacts can access to complete and update their profile, independently and at any time. Brands only need to perform a few setup tasks to decide what information they want to request from their contacts: