“The right message, to the right person, at the right moment in time” is probably one of the most used catch phrases in email marketing. And it’s true: your goal should be to tailor your content to the need of every recipient. On the other hand, this is not an overnight setup. So how can you tailor content to the right segments using existing techniques?
The right message, to the right person, at the right moment in time can be easily set up:
• The right message – the right content types
• To the right person – the right segment according to the conversion funnel
• At the right moment in time – their lead score will determine where they are in the conversion funnel.