Fundamentals

Understanding Ai Driven Personalization For Small Businesses

AI-driven email marketing Meaning ● Email marketing, within the small and medium-sized business (SMB) arena, constitutes a direct digital communication strategy leveraged to cultivate customer relationships, disseminate targeted promotions, and drive sales growth. personalization is no longer a futuristic concept reserved for large corporations. It’s now an accessible and powerful tool for small to medium businesses (SMBs) looking to enhance customer engagement Meaning ● Customer Engagement is the ongoing, value-driven interaction between an SMB and its customers, fostering loyalty and driving sustainable growth. and boost revenue. At its core, it’s about using artificial intelligence Meaning ● AI empowers SMBs to augment capabilities, automate operations, and gain strategic foresight for sustainable growth. to make your email marketing efforts more relevant and impactful for each individual recipient. Forget generic blasts; think tailored messages that speak directly to the needs and interests of your audience.

Traditional email marketing often relies on broad segmentation, like grouping subscribers by demographics or purchase history. While this is a step above sending the same email to everyone, it still treats segments as monolithic blocks. AI takes personalization to a granular level, analyzing vast amounts of data to understand individual preferences, behaviors, and even predict future actions. This allows for dynamic content, personalized product recommendations, and send-time optimization, all working to create a more engaging and effective email experience.

For SMBs, the beauty of AI lies in its ability to automate and optimize tasks that would otherwise be incredibly time-consuming or require specialized expertise. Imagine manually analyzing website browsing history, past purchases, and email interactions for every subscriber to decide what content to send and when. It’s simply not feasible.

AI algorithms can do this in real-time, sifting through data to identify patterns and personalize communications at scale. This levels the playing field, allowing SMBs to achieve a level of sophistication in their email marketing that was previously unattainable.

Starting with AI in email marketing doesn’t necessitate a complete overhaul of your current systems. It’s about strategically integrating AI-powered tools into your existing workflows. Many email marketing platforms now offer built-in AI features or integrations with third-party AI services. The initial steps are about understanding the basic concepts, identifying the right tools for your needs, and beginning with simple personalization strategies Meaning ● Personalization Strategies, within the SMB landscape, denote tailored approaches to customer interaction, designed to optimize growth through automation and streamlined implementation. before moving towards more advanced techniques.

AI-driven email marketing personalization Meaning ● Marketing Personalization, within the SMB landscape, centers on delivering customized experiences to prospective and current customers, leveraging data-driven insights to boost engagement and sales conversions. empowers SMBs to move beyond generic blasts and create tailored messages that resonate with individual customers, driving engagement and revenue growth.

Essential First Steps Demystifying Ai

The term “AI” can sound intimidating, conjuring images of complex algorithms and needing a data science degree. However, for SMB email marketing, the entry point is far more practical. Think of AI as a smart assistant that helps you make better decisions about your email campaigns. It’s about leveraging tools that use AI to automate tasks, provide insights, and personalize content, without requiring you to become an AI expert yourself.

Step 1 ● Data Audit and Foundation. Before diving into AI tools, understand your existing data. What customer data Meaning ● Customer Data, in the sphere of SMB growth, automation, and implementation, represents the total collection of information pertaining to a business's customers; it is gathered, structured, and leveraged to gain deeper insights into customer behavior, preferences, and needs to inform strategic business decisions. do you currently collect? This might include:

• Email Subscriber Information ● Name, email address, signup date, source of signup.
• Website Behavior ● Pages viewed, products browsed, time spent on site.
• Purchase History ● Products purchased, order frequency, average order value.
• Email Engagement ● Open rates, click-through rates, replies, conversions.
• Customer Demographics (optional) ● Location, age range, industry (if applicable).

Ensure your data is clean, accurate, and properly organized. Poor data quality will undermine any AI efforts. Start with a simple spreadsheet or your existing CRM system to consolidate this information. Consider data privacy Meaning ● Data privacy for SMBs is the responsible handling of personal data to build trust and enable sustainable business growth. regulations (like GDPR or CCPA) and ensure you have consent to use customer data for personalization.

Step 2 ● Choose the Right Platform. Select an email marketing platform that offers AI-powered features or integrates with AI tools. Many popular platforms like Mailchimp, HubSpot, Klaviyo, and Sendinblue have incorporated AI capabilities. Look for features such as:

• Personalized Product Recommendations ● AI suggests products based on past behavior.
• Send-Time Optimization ● AI determines the best time to send emails to each individual for maximum open rates.
• Subject Line Optimization ● AI helps craft compelling subject lines that increase open rates.
• Dynamic Content ● AI inserts personalized content Meaning ● Tailoring content to individual customer needs, enhancing relevance and engagement for SMB growth. blocks based on subscriber data.
• Segmentation and Targeting ● AI helps create more refined segments based on behavior and preferences.

Start with a platform you are already familiar with, if it offers AI features, or choose a platform known for its user-friendly AI tools Meaning ● AI Tools, within the SMB sphere, represent a diverse suite of software applications and digital solutions leveraging artificial intelligence to streamline operations, enhance decision-making, and drive business growth. for SMBs. Free trials are invaluable for testing different platforms.

Step 3 ● Begin with Basic Personalization. Don’t try to implement advanced AI personalization Meaning ● AI Personalization for SMBs: Tailoring customer experiences with AI to enhance engagement and drive growth, while balancing resources and ethics. overnight. Start with simple, easily achievable personalization tactics:

• Personalized Greetings ● Use the subscriber’s name in the email greeting. This is the most basic form of personalization but still effective.
• Segmented Content Based on Interests ● If you collect interest data during signup, send emails with content tailored to those interests.
• Product Recommendations Based on Browsing History ● If a subscriber browsed specific product categories on your website, feature related products in your emails.
• Welcome Series Personalization ● Personalize your welcome email series based on how the subscriber signed up (e.g., through a specific landing page or promotion).

These basic steps lay the groundwork for more sophisticated AI personalization in the future. Track your results to see what resonates with your audience.

Avoiding Common Pitfalls Initial Ai Implementation

While AI offers tremendous potential, there are common pitfalls SMBs can encounter when first implementing AI-driven email personalization. Being aware of these challenges and proactively addressing them can ensure a smoother and more successful adoption.

Pitfall 1 ● Over-Personalization or Creepiness. There’s a fine line between personalization and being perceived as intrusive. Using overly specific or sensitive data can feel “creepy” to subscribers and damage trust. For example, mentioning very recent, highly specific website activity or personal details that were not explicitly shared can backfire.

Focus on personalization that is helpful and relevant, not overly intrusive. Always prioritize data privacy and transparency.

Pitfall 2 ● Data Quality Issues. AI algorithms are only as good as the data they are fed. If your customer data is inaccurate, incomplete, or outdated, your AI personalization efforts will suffer. This can lead to irrelevant recommendations, incorrect segmentation, and ultimately, ineffective email campaigns.

Invest time in data cleaning and validation. Implement processes to ensure data accuracy moving forward.

Pitfall 3 ● Neglecting A/B Testing. AI can provide insights and automate personalization, but it’s not a replacement for A/B testing. You still need to test different personalization strategies, content variations, and send times to optimize your campaigns. Don’t blindly rely on AI recommendations without validating them through testing. A/B testing Meaning ● A/B testing for SMBs: strategic experimentation to learn, adapt, and grow, not just optimize metrics. provides valuable feedback and helps refine your AI-driven personalization Meaning ● AI-Driven Personalization for SMBs: Tailoring customer experiences with AI to boost growth, while ethically balancing personalization and human connection. approach.

Pitfall 4 ● Ignoring the Human Touch. While AI automates and personalizes, email marketing should still feel human and authentic. Over-reliance on AI can lead to robotic or generic-sounding emails that lack personality. Ensure your brand voice Meaning ● Brand Voice, in the context of Small and Medium-sized Businesses (SMBs), denotes the consistent personality and style a business employs across all communications. and human element are still present in your AI-personalized emails. Use AI to enhance, not replace, human creativity and connection.

Pitfall 5 ● Lack of Clear Goals and Metrics. Before implementing AI, define clear goals for your email marketing personalization efforts. What do you want to achieve? Increased open rates? Higher click-through rates?

More conversions? Establish key performance indicators (KPIs) to measure the success of your AI initiatives. Without clear goals and metrics, it’s difficult to assess ROI and make data-driven improvements.

Pitfall 6 ● Trying to Do Too Much Too Soon. AI-driven personalization is a journey, not a destination. Don’t try to implement every advanced AI feature at once. Start small, focus on foundational personalization strategies, and gradually expand as you gain experience and see results. A phased approach is more manageable and allows for continuous learning Meaning ● Continuous Learning, in the context of SMB growth, automation, and implementation, denotes a sustained commitment to skill enhancement and knowledge acquisition at all organizational levels. and optimization.

By being mindful of these common pitfalls, SMBs can navigate the initial stages of AI implementation more effectively and maximize the benefits of personalized email marketing.

Foundational Tools For Simple Personalization

Several readily available and user-friendly tools can help SMBs implement foundational AI-driven email personalization Meaning ● Email Personalization, in the realm of SMBs, signifies the strategic adaptation of email content to resonate with the individual recipient's attributes and behaviors. without requiring extensive technical expertise or significant investment. These tools are often integrated into popular email marketing platforms or offered as affordable add-ons.

1. Mailchimp’s Personalization Features. Mailchimp, a widely used email marketing platform for SMBs, offers built-in personalization features that leverage AI. These include:

• Personalized Subject Lines ● Mailchimp’s Subject Line Optimizer uses AI to suggest subject lines predicted to perform well based on your audience data and past campaign performance.
• Personalized Product Recommendations (for E-Commerce) ● If you connect your e-commerce store to Mailchimp, it can generate personalized product recommendations Meaning ● Personalized Product Recommendations utilize data analysis and machine learning to forecast individual customer preferences, thereby enabling Small and Medium-sized Businesses (SMBs) to offer pertinent product suggestions. based on purchase history and browsing behavior.
• Behavioral Targeting ● Mailchimp allows you to segment audiences based on engagement behavior (e.g., subscribers who opened or clicked on previous campaigns) for more targeted messaging.
• Dynamic Content Blocks ● You can use merge tags to insert personalized information like names, locations, or custom fields into your email content.

Mailchimp’s user-friendly interface and readily available AI features make it an excellent starting point for SMBs exploring AI-driven personalization.

2. HubSpot’s Free CRM and Email Marketing Tools. HubSpot’s free CRM and email marketing tools offer a robust foundation for personalization. Key features include:

• Contact Segmentation ● HubSpot CRM allows detailed contact segmentation based on various criteria (e.g., demographics, behavior, lifecycle stage) for targeted email campaigns.
• Personalized Email Marketing ● You can personalize emails using contact properties stored in the CRM, including names, company information, and custom fields.
• Basic Workflow Automation ● HubSpot’s workflows allow you to automate email sequences triggered by specific actions or events (e.g., welcome emails, abandoned cart emails).
• Email Health Tools ● HubSpot provides insights into email deliverability and engagement, helping you optimize your campaigns.

HubSpot’s free tools offer a powerful CRM foundation that enables effective segmentation and personalization for SMB email marketing, especially for businesses focused on inbound marketing and sales alignment.

3. Klaviyo for E-Commerce Personalization. Klaviyo is specifically designed for e-commerce businesses and excels in AI-driven email personalization for online stores. Key features include:

• Predictive Analytics ● Klaviyo uses AI to predict customer behavior, such as churn risk, customer lifetime value, and next order date, enabling proactive and personalized engagement.
• Personalized Product Recommendations ● Klaviyo’s AI-powered recommendation engine suggests products based on browsing history, purchase history, and customer preferences.
• Behavioral Segmentation and Targeting ● Klaviyo excels at segmenting audiences based on detailed website and purchase behavior, allowing for highly targeted email campaigns.
• Automated Email Flows ● Klaviyo provides pre-built automated email flows for various e-commerce scenarios (e.g., abandoned cart recovery, post-purchase follow-up, win-back campaigns) with built-in personalization.

For e-commerce SMBs, Klaviyo offers advanced AI-driven personalization capabilities tailored to the unique needs of online retail, driving significant ROI through targeted email marketing.

4. Sendinblue’s Marketing Platform. Sendinblue is an all-in-one marketing platform that includes email marketing with AI-powered features, suitable for SMBs looking for a comprehensive solution. Key features include:

• Send Time Optimization ● Sendinblue’s AI algorithms analyze subscriber behavior to determine the optimal send time for each individual, maximizing open rates.
• Personalized Email Content ● Sendinblue allows dynamic content Meaning ● Dynamic content, for SMBs, represents website and application material that adapts in real-time based on user data, behavior, or preferences, enhancing customer engagement. insertion based on contact attributes and segmentation, enabling personalized messaging.
• Marketing Automation ● Sendinblue’s automation workflows enable personalized email sequences Meaning ● Personalized Email Sequences, in the realm of Small and Medium-sized Businesses, represent a series of automated, yet individually tailored, email messages dispatched to leads or customers based on specific triggers or behaviors. triggered by specific actions or events, enhancing customer journeys.
• CRM Integration ● Sendinblue’s built-in CRM helps manage customer data and personalize email communications based on CRM information.

Sendinblue provides a user-friendly platform with AI-powered features for send-time optimization and personalization, making it a good option for SMBs seeking an integrated marketing solution.

These foundational tools represent accessible entry points for SMBs to begin leveraging AI for email marketing personalization. They offer a range of features, from basic personalization to more advanced AI-driven recommendations and optimizations, catering to different needs and budgets.

Quick Wins Achievable Personalization Strategies

For SMBs eager to see immediate results from AI-driven email personalization, focusing on “quick wins” is a strategic approach. These are easily implementable strategies that can yield noticeable improvements in email engagement and conversions without requiring extensive effort or complex setups.

1. Personalized Subject Lines with AI Assistance. Subject lines are the gatekeepers to email opens. AI-powered subject line optimizers, like those found in Mailchimp or tools like Phrasee or Persado (for larger SMBs), can significantly improve open rates.

These tools analyze data to suggest subject lines that are more likely to resonate with your audience. Start by A/B testing AI-suggested subject lines against your manually crafted ones to see the impact.

2. Send-Time Optimization for Increased Open Rates. Sending emails at the right time for each individual subscriber can dramatically increase open rates. Many email marketing platforms offer send-time optimization features powered by AI.

These algorithms analyze past open behavior to determine the best time to send emails to each subscriber. Enable send-time optimization in your platform settings and monitor the improvement in open rates.

3. Welcome Email Series Personalization. Welcome emails have exceptionally high engagement rates. Personalize your welcome series to make a strong first impression. Use dynamic content to personalize the greeting with the subscriber’s name.

Segment your welcome series based on signup source (e.g., website form, specific landing page) to tailor the initial message to their likely interests. For example, if someone signs up through a blog post about a specific topic, your welcome email can reference that topic.

4. Basic Product Recommendations in Transactional Emails. Transactional emails (order confirmations, shipping updates) have high open rates because they contain essential information. Leverage this opportunity by including basic product recommendations.

If a customer purchased a specific product, recommend complementary items or products from the same category. Many e-commerce platforms and email marketing integrations can automate these basic recommendations in transactional emails.

5. Re-Engagement Campaigns for Inactive Subscribers. Subscriber lists naturally become less engaged over time. Use AI-powered segmentation to identify inactive subscribers (those who haven’t opened or clicked in a while).

Create personalized re-engagement campaigns offering incentives or highlighting valuable content to win them back. Personalize the re-engagement message by referencing their past interactions or interests, if available.

6. Birthday or Anniversary Emails with Personalized Offers. If you collect birthdates or signup anniversaries, automate personalized birthday or anniversary emails with special offers or greetings. These emails feel personal and can drive conversions and customer loyalty. Use merge tags to personalize the email content and offer a relevant discount or promotion.

These quick wins are practical starting points for SMBs to experience the benefits of AI-driven email personalization. They are relatively easy to implement, leverage readily available tools, and can deliver measurable improvements in email marketing performance.

Intermediate

Moving Beyond Basics Dynamic Content Personalization

Once SMBs have mastered the fundamentals of AI-driven email personalization, the next step is to explore more sophisticated techniques that deliver even greater impact. Dynamic content personalization Meaning ● Content Personalization, within the SMB context, represents the automated tailoring of digital experiences, such as website content or email campaigns, to individual customer needs and preferences. is a powerful intermediate strategy that allows you to tailor email content in real-time based on individual subscriber data and behavior. Instead of static email templates, dynamic content adapts to each recipient, making emails more relevant and engaging.

Dynamic content goes beyond simply inserting a subscriber’s name. It involves creating email templates with sections that change based on pre-defined rules and conditions. These conditions can be based on a wide range of data points, including:

• Demographics ● Location, age, gender (if collected).
• Purchase History ● Products purchased, categories browsed, order frequency.
• Website Behavior ● Pages viewed, products added to cart, time spent on site.
• Email Engagement ● Past email opens, clicks, and conversions.
• Interests and Preferences ● Explicitly stated preferences or inferred interests based on behavior.

For example, an e-commerce business could use dynamic content to:

• Show Different Product Recommendations based on past purchases or browsing history.
• Display Location-Specific Offers or Promotions based on the subscriber’s geographic location.
• Feature Content in Different Languages based on the subscriber’s preferred language (if known).
• Adjust the Call-To-Action based on the subscriber’s stage in the customer journey Meaning ● The Customer Journey, within the context of SMB growth, automation, and implementation, represents a visualization of the end-to-end experience a customer has with an SMB. (e.g., “Learn More” for new subscribers, “Buy Now” for repeat customers).
• Personalize Images and Visuals to match subscriber preferences or demographics.

Implementing dynamic content personalization Meaning ● Dynamic Content Personalization (DCP), within the context of Small and Medium-sized Businesses, signifies an automated marketing approach. requires a slightly more advanced setup than basic personalization, but the increased relevance and engagement make it a worthwhile investment for SMBs looking to elevate their email marketing.

Dynamic content personalization empowers SMBs to create emails that adapt in real-time to individual subscriber data and behavior, significantly increasing relevance and engagement.

Step By Step Guide Setting Up Dynamic Content

Setting up dynamic content personalization involves a structured approach. Here’s a step-by-step guide to help SMBs implement this intermediate strategy effectively:

Step 1 ● Define Personalization Goals and Scenarios. Start by identifying specific goals you want to achieve with dynamic content. What aspects of the email experience do you want to personalize? Common goals include:

• Increased Click-Through Rates ● By showing more relevant content and offers.
• Higher Conversion Rates ● By tailoring product recommendations and calls-to-action.
• Improved Customer Engagement ● By making emails more interesting and personalized.
• Reduced Unsubscribe Rates ● By sending more relevant and less generic emails.

Next, brainstorm specific scenarios where dynamic content can be applied. Consider your different customer segments and their unique needs and preferences. Examples of scenarios:

• Product Recommendations ● Show different product categories to subscribers based on their browsing history.
• Offer Personalization ● Display different discounts or promotions based on purchase history or loyalty status.
• Content Personalization ● Feature blog posts or articles relevant to subscriber interests.
• Geographic Personalization ● Show location-specific events or offers.

Step 2 ● Segment Your Audience for Dynamic Content. Dynamic content relies on effective audience segmentation. Go beyond basic demographic segmentation and leverage behavioral and interest-based segmentation. Use your CRM and email marketing platform to create segments based on:

• Purchase Behavior ● Customers who have purchased specific product categories, repeat buyers, first-time buyers.
• Website Activity ● Subscribers who have visited specific pages, browsed certain product categories, or abandoned carts.
• Email Engagement ● Subscribers who have clicked on specific links in past emails, shown interest in particular topics.
• Explicitly Stated Preferences ● Interests or preferences collected during signup or through preference centers.

The more refined your segments, the more effective your dynamic content personalization will be.

Step 3 ● Choose a Dynamic Content Tool or Platform Feature. Select an email marketing platform or tool that supports dynamic content functionality. Many platforms like HubSpot, Klaviyo, Sendinblue, and some advanced Mailchimp plans offer dynamic content features. Look for tools that allow you to:

• Define Rules and Conditions ● Set rules based on subscriber data to determine which content to display.
• Create Content Variations ● Prepare different versions of content blocks for each segment or condition.
• Use Conditional Logic ● Implement “if-then-else” logic to control content display based on multiple conditions.
• Preview and Test Dynamic Content ● Ensure you can preview how dynamic content will appear for different segments and test thoroughly.

Explore the documentation and tutorials of your chosen platform to understand its dynamic content capabilities.

Step 4 ● Design Dynamic Email Templates. Create email templates with designated areas for dynamic content. These areas will be placeholders that are populated with different content variations based on the defined rules. When designing your templates:

• Identify Dynamic Content Sections ● Determine which parts of your email will be dynamic (e.g., product recommendations, featured articles, offers).
• Create Content Variations ● Develop different versions of content for each dynamic section, tailored to your segments or conditions. This might include different product images, text descriptions, calls-to-action, or even entire content blocks.
• Use Conditional Tags or Code ● Implement the dynamic content functionality of your chosen platform. This typically involves using conditional tags or code snippets within your email template to specify the rules for content display. For example, you might use “if subscriber.category = ‘electronics’ then show electronics products else show clothing products.”
• Keep It Visually Consistent ● Ensure that the different content variations maintain a consistent visual style and brand identity within the email template.

Step 5 ● Test and Optimize Your Dynamic Content. Thorough testing is crucial to ensure your dynamic content works as intended. Before sending your campaign:

• Preview Dynamic Content for Different Segments ● Use the preview features of your email marketing platform to see how the email will render for subscribers in different segments or under different conditions.
• Send Test Emails to Different Segments ● Send test emails to yourself or colleagues who represent different segments to verify that the dynamic content is displaying correctly.
• A/B Test Dynamic Vs. Static Content ● For some campaigns, A/B test emails with dynamic content against emails with static, generic content to measure the impact of personalization.
• Monitor Performance and Iterate ● After sending your dynamic content campaigns, closely monitor key metrics like open rates, click-through rates, and conversion rates for different segments. Analyze the results to identify what’s working well and areas for improvement. Continuously refine your dynamic content strategy based on performance data.

By following these steps, SMBs can effectively set up and leverage dynamic content personalization to create more engaging and impactful email marketing campaigns.

Behavioral Targeting Enhancing Relevance

Behavioral targeting is an intermediate-level AI-driven personalization technique that focuses on sending emails based on subscribers’ past interactions and behaviors. This goes beyond static segmentation and demographic data, leveraging real-time actions to trigger highly relevant and timely email communications. Behavioral targeting Meaning ● Behavioral Targeting, in the context of SMB growth strategies, involves leveraging collected data on consumer behavior—online activity, purchase history, and demographic information—to deliver personalized and automated marketing messages. makes your emails feel incredibly personalized because they are directly related to what subscribers have recently done or shown interest in.

Key types of behavioral triggers for email marketing include:

• Website Activity ●
  • Page Views ● Trigger emails based on specific pages viewed (e.g., product pages, category pages, blog posts).
  • Product Browsing ● Send emails featuring products similar to those recently browsed.
  • Time on Site ● Target subscribers who spent significant time on specific sections of your website.
  • Content Downloads ● Trigger follow-up emails after a subscriber downloads a whitepaper, ebook, or other content asset.
• E-Commerce Activity ●
  • Abandoned Carts ● Send automated emails to recover abandoned shopping carts.
  • Post-Purchase Follow-Up ● Send thank-you emails, shipping updates, and product recommendations after a purchase.
  • Repeat Purchases ● Reward loyal customers with special offers or early access to new products.
  • Product Reviews ● Encourage customers to leave reviews after purchase.
• Email Engagement ●
  • Email Opens and Clicks ● Trigger follow-up emails based on engagement with previous campaigns.
  • Link Clicks ● Send emails related to specific links clicked in previous emails, indicating interest in a particular topic or product.
  • Inactivity ● Trigger re-engagement campaigns for subscribers who haven’t opened or clicked in a while.

Behavioral targeting is particularly effective for:

• Welcome Series ● Trigger personalized welcome emails based on signup source or initial website activity.
• Abandoned Cart Recovery ● Automated emails to recover lost sales from abandoned shopping carts.
• Product Recommendations ● Personalized product suggestions based on browsing history or past purchases.
• Re-Engagement Campaigns ● Targeted emails to re-engage inactive subscribers based on their past interests.
• Customer Journey Nurturing ● Automated email sequences that guide subscribers through the customer journey based on their actions and engagement.

By leveraging behavioral targeting, SMBs can send emails that are not only personalized but also highly relevant and timely, significantly increasing engagement and conversion rates.

Case Study Smb Success Behavioral Email Campaigns

To illustrate the power of behavioral targeting, consider a hypothetical case study of a small online bookstore, “Literary Nook,” using behavioral email campaigns.

Business ● Literary Nook – Online Bookstore specializing in independent and niche books.

Challenge ● Increase sales and customer engagement beyond generic email blasts.

Solution ● Implement behavioral email marketing campaigns using Klaviyo (chosen for its e-commerce focus and behavioral targeting capabilities).

Campaign 1 ● Abandoned Cart Recovery.

• Trigger ● Customer adds books to cart but does not complete purchase within 30 minutes.
• Email 1 (1 Hour after Abandonment) ● Gentle reminder email featuring the books in their cart, personalized with the customer’s name and book images. Subject line ● “Still thinking about these books?”
• Email 2 (24 Hours after Abandonment) ● Offer a small incentive, like free shipping or a 5% discount, to encourage completion. Subject line ● “Don’t miss out! Free shipping on your Literary Nook cart.”
• Email 3 (3 Days after Abandonment) ● Create urgency by highlighting limited stock or mentioning that the books are popular. Subject line ● “These Literary Nook books are selling fast!”
• Results ● Abandoned cart recovery Meaning ● Abandoned Cart Recovery, a critical process for Small and Medium-sized Businesses (SMBs), concentrates on retrieving potential sales lost when customers add items to their online shopping carts but fail to complete the purchase transaction. campaign resulted in a 15% recovery rate, significantly increasing sales.

Campaign 2 ● Post-Purchase Product Recommendations.

• Trigger ● Customer completes a purchase.
• Email 1 (3 Days after Purchase) ● Thank you email with shipping updates and personalized recommendations for books in related genres or by the same authors. Subject line ● “Thank you for your Literary Nook order! Discover more books you’ll love.”
• Email 2 (1 Week after Purchase) ● Ask for a product review and offer a small discount on their next purchase for leaving a review. Subject line ● “Share your thoughts on your Literary Nook books & get a discount!”
• Results ● Post-purchase recommendation campaign increased repeat purchases by 8% and generated valuable customer reviews.

Campaign 3 ● Browse Abandonment Campaign.

• Trigger ● Customer browses specific book categories (e.g., “Science Fiction,” “Historical Fiction”) but does not add anything to cart.
• Email (1 Day after Browsing) ● Send an email featuring books from the browsed categories, highlighting new releases or popular titles. Subject line ● “New in Science Fiction at Literary Nook – just for you!” (if they browsed Science Fiction).
• Results ● Browse abandonment campaign increased website traffic and led to a 5% conversion rate from browse abandonment emails.

Overall Impact for Literary Nook ●

• Increased Sales ● Behavioral campaigns directly contributed to a 20% increase in overall sales within the first quarter of implementation.
• Improved Customer Engagement ● Open rates and click-through rates for behavioral emails were significantly higher than generic email blasts.
• Enhanced Customer Experience ● Customers received more relevant and timely communications, leading to increased satisfaction and loyalty.

Key Takeaways from Literary Nook’s Success ●

• Relevance is Key ● Behavioral targeting delivers highly relevant emails based on customer actions, driving engagement and conversions.
• Automation Efficiency ● Automated behavioral campaigns run in the background, continuously generating results without constant manual effort.
• Platform Choice Matters ● Choosing an email marketing platform with robust behavioral targeting capabilities is crucial for success.
• Start Simple, Iterate ● Literary Nook started with a few key behavioral campaigns and gradually expanded based on performance and learnings.

This case study demonstrates how SMBs can leverage behavioral email marketing to achieve significant improvements in sales, engagement, and customer experience. By focusing on relevant triggers and personalized messaging, behavioral campaigns deliver a strong ROI.

Efficiency And Optimization A/B Testing Ai Insights

A/B testing and AI-driven insights Meaning ● AI-Driven Insights: Actionable intelligence from AI analysis, empowering SMBs to make data-informed decisions for growth and efficiency. are crucial for optimizing intermediate-level AI-driven email marketing Meaning ● AI-Driven Email Marketing, in the SMB context, refers to leveraging artificial intelligence technologies, such as machine learning and natural language processing, to automate and optimize email campaigns. personalization. A/B testing allows SMBs to systematically compare different personalization strategies and content variations to identify what resonates best with their audience. AI insights enhance this process by providing data-driven recommendations and automating aspects of testing and analysis.

A/B Testing for Personalization Optimization.

A/B testing involves creating two (or more) versions of an email campaign (Version A and Version B), each with a different element being tested (e.g., subject line, dynamic content block, call-to-action, send time). These versions are sent to randomly split segments of your audience, and the performance of each version is tracked to determine which performs better based on predefined metrics (e.g., open rate, click-through rate, conversion rate).

Key Elements to A/B Test in AI-Driven Personalized Emails ●

• Subject Lines ● Test different personalized subject lines (e.g., using AI-suggested variations vs. manually crafted ones).
• Dynamic Content Variations ● Compare different versions of dynamic content blocks Meaning ● Dynamic Content Blocks are adaptable digital assets that automatically adjust based on user data, behavior, or contextual factors, enabling SMBs to deliver personalized experiences at scale. (e.g., different product recommendation algorithms, different offers).
• Personalization Levels ● Test different levels of personalization (e.g., basic name personalization vs. dynamic content vs. behavioral targeting) to see which level yields the best results.
• Calls-To-Action ● Test different personalized calls-to-action based on subscriber segments or behavior.
• Send Times ● While send-time optimization AI already helps, you can A/B test different send time windows to validate AI recommendations or explore further optimizations.
• Email Length and Format ● Test different email lengths and formats (e.g., short and concise vs. longer, story-driven emails) in combination with personalization to see what resonates with different segments.

AI-Driven Insights for Enhanced Testing and Optimization.

AI can significantly enhance A/B testing and optimization in several ways:

• Automated A/B Testing ● Some AI-powered email marketing Meaning ● AI-Powered Email Marketing: Smart tech for SMBs to personalize emails, automate tasks, and boost growth. platforms offer automated A/B testing features. These tools can automatically split audiences, send variations, track performance, and even dynamically adjust traffic allocation to the winning variation in real-time (multi-armed bandit testing).
• Personalized A/B Testing ● AI can help personalize A/B tests themselves. For example, AI can identify audience segments that are more likely to respond to certain variations and allocate more traffic to those variations within those segments, accelerating the testing process.
• Predictive Analytics for Test Outcomes ● AI algorithms can analyze historical campaign data and A/B test results to predict the potential outcome of future tests. This can help prioritize tests with the highest potential impact and avoid testing variations that are unlikely to perform well.
• Content Optimization Recommendations ● AI can analyze the content of your email variations and provide insights and recommendations for optimization. For example, AI might identify specific keywords or phrases in winning subject lines or content blocks that contribute to higher engagement.
• Segment-Specific Insights ● AI can analyze A/B test results at a segment level, revealing that different variations perform better for different audience segments. This allows for even more granular personalization strategies tailored to specific segments.
• Automated Performance Monitoring and Alerts ● AI can continuously monitor the performance of your email campaigns and A/B tests and alert you to significant changes or anomalies. This enables proactive optimization and issue detection.

Integrating A/B Testing and AI Insights into Your Workflow.

To effectively leverage A/B testing and AI insights for email optimization:

1. Establish a Testing Culture ● Make A/B testing a regular part of your email marketing workflow. Consistently test different elements and personalization strategies.
2. Define Clear Testing Goals and Metrics ● For each A/B test, define specific goals (e.g., increase click-through rate Meaning ● Click-Through Rate (CTR) represents the percentage of impressions that result in a click, showing the effectiveness of online advertising or content in attracting an audience in Small and Medium-sized Businesses (SMB). by 10%) and metrics to track (e.g., open rate, click-through rate, conversion rate).
3. Use a Structured Testing Process ● Follow a structured A/B testing process ● hypothesis formulation, variation creation, audience split, testing duration, data analysis, and implementation of winning variations.
4. Leverage AI-Powered Testing Tools ● Utilize AI-powered email marketing platforms or tools that offer automated A/B testing, personalized testing, and AI-driven insights.
5. Analyze Test Results with AI Assistance ● Use AI-driven analytics and reporting features to analyze A/B test results, identify patterns, and extract actionable insights.
6. Iterate and Optimize Continuously ● A/B testing and optimization is an iterative process. Continuously test, learn from results, and refine your personalization strategies based on data and AI insights.

By combining systematic A/B testing with the power of AI-driven insights, SMBs can achieve significant efficiency gains and continuously optimize their AI-driven email marketing personalization efforts for maximum ROI.

Advanced

Pushing Boundaries Predictive Personalization

For SMBs ready to truly differentiate themselves and achieve a significant competitive advantage, advanced AI-driven email marketing personalization revolves around predictive personalization. This sophisticated approach moves beyond reacting to past behavior and leverages AI to anticipate future customer needs and actions. Predictive personalization Meaning ● Predictive Personalization for SMBs: Anticipating customer needs to deliver tailored experiences, driving growth and loyalty. aims to deliver emails that are not just relevant in the present moment but also proactively address what a customer is likely to want or need next.

Predictive personalization utilizes advanced AI techniques like machine learning and predictive analytics Meaning ● Strategic foresight through data for SMB success. to forecast future customer behavior Meaning ● Customer Behavior, within the sphere of Small and Medium-sized Businesses (SMBs), refers to the study and analysis of how customers decide to buy, use, and dispose of goods, services, ideas, or experiences, particularly as it relates to SMB growth strategies. based on historical data patterns. Key areas of prediction in email marketing include:

• Purchase Propensity ● Predicting which customers are most likely to make a purchase in the near future.
• Churn Risk ● Identifying customers who are at risk of unsubscribing or becoming inactive.
• Product Affinity ● Predicting which products or categories a customer is most likely to be interested in next.
• Optimal Send Time (Advanced) ● Going beyond simple send-time optimization to predict the ideal time window for each individual to engage with specific types of emails (e.g., promotional emails vs. informational updates).
• Customer Lifetime Value (CLTV) Prediction ● Forecasting the long-term value of each customer to prioritize personalization efforts for high-value customers.

Based on these predictions, advanced personalization strategies can be implemented:

• Proactive Product Recommendations ● Emailing product recommendations based on predicted product affinity, even before the customer explicitly browses those products.
• Personalized Offers and Incentives ● Offering targeted discounts or promotions to customers predicted to have a high purchase propensity or churn risk.
• Customer Journey Optimization ● Tailoring email sequences and content based on predicted customer lifecycle stage or likelihood to progress to the next stage.
• Dynamic Content Based on Predicted Interests ● Dynamically adjusting email content to feature topics or product categories predicted to be of high interest to individual subscribers.
• Win-Back Campaigns for Predicted Churn ● Proactively sending personalized win-back campaigns to customers identified as high churn risk, offering incentives to retain them before they become inactive.

Predictive personalization requires more advanced AI tools and data infrastructure compared to basic and intermediate personalization. However, for SMBs with sufficient data and a commitment to advanced marketing strategies, it offers the potential to create truly exceptional and highly effective email marketing experiences.

Predictive personalization empowers SMBs to anticipate future customer needs and actions, enabling proactive and highly targeted email communications that drive exceptional results.

Ai Powered Content Generation Hyper Personalization

Taking personalization to the next level involves leveraging AI not just for data analysis and targeting but also for content generation. AI-powered content Meaning ● AI-Powered Content, in the realm of Small and Medium-sized Businesses (SMBs), signifies the strategic utilization of artificial intelligence technologies to automate content creation, optimize distribution, and personalize user experiences, boosting efficiency and market reach. generation tools can assist SMBs in creating hyper-personalized email content at scale, making each email feel uniquely crafted for the individual recipient. This goes beyond dynamic content blocks and involves using AI to generate personalized text, subject lines, and even visual elements.

AI Tools for Content Generation in Email Marketing.

• AI Writing Assistants for Email Copy ● Tools like Jasper (formerly Jarvis), Copy.ai, and Rytr can generate personalized email copy variations, subject lines, and even entire email drafts based on prompts and data inputs. You can provide these tools with customer data, past interactions, and desired message goals, and they can generate personalized content tailored to each recipient.
• Personalized Subject Line Generators ● Beyond basic subject line optimizers, advanced AI tools can generate highly personalized subject lines that incorporate customer names, interests, past purchase details, or even predicted needs.
• Dynamic Image and Visual Personalization ● Tools like NiftyImages or Bannerbear allow for dynamic image generation based on subscriber data. You can create personalized images that include customer names, locations, product recommendations, or other dynamic elements, adding a visual layer of personalization to your emails.
• AI-Powered Product Description Generators ● For e-commerce businesses, AI can generate personalized product descriptions within emails, highlighting features and benefits most relevant to individual customers based on their past behavior or predicted interests.
• Personalized Video Content (Emerging) ● While still in early stages for SMB email marketing, AI is starting to enable personalized video content. Imagine AI generating short, personalized video greetings or product demos within emails, tailored to individual customer preferences.

Strategies for Hyper-Personalization with AI Content Meaning ● AI Content, in the SMB (Small and Medium-sized Businesses) context, refers to digital material—text, images, video, or audio—generated, enhanced, or optimized by artificial intelligence, specifically to support SMB growth strategies. Generation.

• Personalized Welcome Series with AI-Generated Content ● Use AI writing assistants to generate highly personalized welcome emails tailored to different signup sources, demographics, or initial website behavior. For example, an AI could generate different welcome email versions for subscribers who signed up through a blog post vs. a product landing page.
• Dynamic Content Blocks with AI-Generated Text ● Combine dynamic content personalization with AI-generated text. Instead of pre-written content variations for dynamic blocks, use AI to generate unique text for each segment or condition in real-time, making the content even more personalized.
• Behavioral Triggered Emails with AI-Personalized Copy ● Enhance behavioral triggered emails (e.g., abandoned cart, post-purchase) with AI-generated personalized copy that addresses the specific context of the trigger and the individual customer’s situation.
• Personalized Newsletters with AI-Curated Content ● For newsletter emails, use AI to curate and personalize content recommendations based on individual subscriber interests and past engagement. AI can even generate personalized summaries or introductions for each recommended article or product.
• One-To-One Personalized Emails (for High-Value Customers) ● For your most valuable customers, consider using AI to generate truly one-to-one personalized emails for special occasions, VIP offers, or proactive customer service. These emails can be crafted to feel like they were written specifically for that individual.

Ethical Considerations and Responsible AI Content Generation.

While AI content generation Meaning ● AI Content Generation, in the realm of Small and Medium-sized Businesses, denotes the use of artificial intelligence to automate the creation of marketing materials, website copy, and other business communications, designed to improve operational efficiency. offers immense potential, it’s crucial to use it responsibly and ethically in email marketing:

• Transparency ● Be transparent with your audience about the use of AI in personalization. Avoid misleading customers into thinking AI-generated content is entirely human-written if it’s not.
• Authenticity ● Maintain your brand voice and human touch even when using AI-generated content. Review and edit AI-generated copy to ensure it aligns with your brand and feels authentic.
• Accuracy ● Ensure AI-generated content is factually accurate and relevant to the individual recipient. Poorly generated or inaccurate content can damage trust.
• Privacy ● Use customer data responsibly and ethically when generating personalized content. Adhere to data privacy regulations Meaning ● Data Privacy Regulations for SMBs are strategic imperatives, not just compliance, driving growth, trust, and competitive edge in the digital age. and avoid using sensitive or personal information in a way that feels intrusive.
• Human Oversight ● Always have human oversight in the AI content generation process. Don’t fully automate content creation without review and editing. Human judgment is essential to ensure quality, relevance, and ethical considerations are met.

By strategically and responsibly integrating AI-powered content generation, SMBs can achieve a new level of hyper-personalization in their email marketing, creating truly unique and engaging experiences for each subscriber.

Advanced Automation Omnichannel Personalization

Advanced automation and omnichannel personalization Meaning ● Omnichannel Personalization, within the reach of Small and Medium Businesses, represents a strategic commitment to deliver unified and tailored customer experiences across all available channels. represent the pinnacle of AI-driven email marketing strategies for SMBs. This involves seamlessly integrating email personalization with other marketing channels and automating complex, multi-channel customer journeys Meaning ● Customer Journeys, within the realm of SMB operations, represent a visualized, strategic mapping of the entire customer experience, from initial awareness to post-purchase engagement, tailored for growth and scaled impact. based on AI-driven insights and predictions. The goal is to create a cohesive and personalized customer experience Meaning ● Customer Experience for SMBs: Holistic, subjective customer perception across all interactions, driving loyalty and growth. across all touchpoints, with email playing a central, AI-powered role.

Omnichannel Personalization Strategies.

• Cross-Channel Customer Journey Mapping ● Map out the entire customer journey across all relevant channels (website, email, social media, mobile app, SMS, customer service Meaning ● Customer service, within the context of SMB growth, involves providing assistance and support to customers before, during, and after a purchase, a vital function for business survival. interactions). Identify opportunities for personalization at each touchpoint.
• Unified Customer Data Platform (CDP) ● Implement a CDP to centralize and unify customer data from all channels. A CDP provides a single customer view, enabling consistent personalization across channels. AI-powered CDPs can further enhance data unification and provide advanced customer segmentation and insights.
• Email as the Central Hub for Omnichannel Communication ● Use email as the central hub to orchestrate personalized experiences across channels. Trigger emails based on actions taken on other channels (e.g., website visits, social media engagement, app activity). Use emails to guide customers to other channels for specific interactions.
• Personalized Retargeting Across Channels ● Leverage AI-driven retargeting to deliver personalized ads on social media and other platforms based on email engagement and website behavior. Ensure retargeting messages are consistent with email personalization efforts.
• Personalized Customer Service Integration ● Integrate email personalization with customer service interactions. Provide customer service agents with insights from email engagement history and personalization preferences to deliver more informed and personalized support.
• Consistent Brand Experience Across Channels ● Ensure that personalization efforts maintain a consistent brand voice, messaging, and visual identity across all channels. Omnichannel personalization should enhance, not fragment, the brand experience.

Advanced Automation Techniques.

• AI-Powered Workflow Automation ● Utilize advanced marketing automation Meaning ● Marketing Automation for SMBs: Strategically automating marketing tasks to enhance efficiency, personalize customer experiences, and drive sustainable business growth. platforms with AI capabilities to automate complex, multi-step customer journeys. AI can dynamically adjust workflows based on real-time customer behavior and predicted actions.
• Predictive Journey Optimization ● Leverage AI to predict the optimal path for each customer through the customer journey. Automate personalized email sequences and channel interactions to guide customers along their predicted optimal path.
• Dynamic Channel Switching ● Automate channel switching based on customer preferences and behavior. For example, if a customer consistently ignores emails but is active on social media, automatically shift communication to social media channels.
• Personalized Trigger-Based Campaigns Across Channels ● Set up automated, trigger-based campaigns that span multiple channels. For example, an abandoned cart email could be followed by personalized retargeting ads on social media if the email is not opened.
• AI-Driven Customer Segmentation and Journey Orchestration ● Use AI to continuously analyze customer data, refine segments, and dynamically orchestrate personalized customer journeys across channels in real-time.

Tools and Platforms for Advanced Automation Meaning ● Advanced Automation, in the context of Small and Medium-sized Businesses (SMBs), signifies the strategic implementation of sophisticated technologies that move beyond basic task automation to drive significant improvements in business processes, operational efficiency, and scalability. and Omnichannel Personalization.

• Advanced Marketing Automation Platforms ● Platforms like Marketo, Adobe Marketo Engage, Salesforce Marketing Cloud, and Oracle Eloqua offer robust automation capabilities and increasingly incorporate AI features for personalization and journey orchestration. These platforms are typically suited for larger SMBs or those with complex marketing needs.
• Customer Data Platforms (CDPs) ● CDPs like Segment, Tealium, and mParticle are essential for unifying customer data across channels and enabling omnichannel personalization. AI-powered CDPs offer advanced segmentation and predictive analytics capabilities.
• Integration Platforms (iPaaS) ● Integration platforms Meaning ● Integration Platforms represent a class of technology solutions that facilitate seamless connectivity between disparate business applications, data sources, and systems, offering Small and Medium-sized Businesses (SMBs) a centralized approach to automation and streamlined operations. like Zapier, Tray.io, and Workato facilitate seamless integration between different marketing tools and channels, enabling automated data flow and cross-channel personalization workflows.
• AI-Powered Personalization Engines ● Specialized AI personalization engines can be integrated with your existing marketing stack to provide advanced predictive personalization capabilities across channels. Examples include Personyze, Evergage (now Salesforce Interaction Studio), and Dynamic Yield (now Mastercard Test & Target).

Implementing advanced automation and omnichannel personalization requires a strategic approach, investment in the right tools, and a commitment to data-driven marketing. However, for SMBs that are ready to push the boundaries of AI-driven email marketing, it offers the potential to create truly exceptional and personalized customer experiences that drive sustainable growth Meaning ● Sustainable SMB growth is balanced expansion, mitigating risks, valuing stakeholders, and leveraging automation for long-term resilience and positive impact. and competitive advantage.

Long Term Strategic Thinking Sustainable Growth

For SMBs embracing advanced AI-driven email marketing personalization, long-term strategic thinking and a focus on sustainable growth are paramount. It’s not just about short-term gains in open rates or click-through rates; it’s about building lasting customer relationships, fostering brand loyalty, and creating a sustainable competitive advantage Meaning ● SMB Competitive Advantage: Ecosystem-embedded, hyper-personalized value, sustained by strategic automation, ensuring resilience & impact. in the long run. This requires a strategic mindset that goes beyond tactical implementation and considers the broader implications of AI personalization.

Strategic Considerations for Sustainable AI Personalization.

• Customer-Centricity as the Guiding Principle ● Ensure that all AI personalization efforts are fundamentally customer-centric. The goal should always be to enhance the customer experience, provide value, and build stronger relationships, not just to maximize short-term metrics.
• Data Privacy and Ethical AI Meaning ● Ethical AI for SMBs means using AI responsibly to build trust, ensure fairness, and drive sustainable growth, not just for profit but for societal benefit. Practices ● Prioritize data privacy and ethical considerations in all AI personalization initiatives. Be transparent with customers about data usage, obtain consent where required, and adhere to data privacy regulations (GDPR, CCPA, etc.). Implement responsible AI practices to avoid biases and ensure fairness.
• Long-Term Customer Value Focus ● Measure the success of AI personalization not just on immediate campaign metrics but also on long-term customer value metrics like customer lifetime value Meaning ● Customer Lifetime Value (CLTV) for SMBs is the projected net profit from a customer relationship, guiding strategic decisions for sustainable growth. (CLTV), customer retention rate, and customer advocacy.
• Continuous Learning and Adaptation ● AI personalization is an evolving field. Embrace a culture of continuous learning and adaptation. Stay updated on the latest AI trends, tools, and best practices. Continuously test, analyze, and refine your personalization strategies based on data and performance insights.
• Scalable and Sustainable Infrastructure ● Invest in scalable and sustainable data and technology infrastructure to support long-term AI personalization efforts. Choose platforms and tools that can grow with your business and adapt to changing customer needs and technological advancements.
• Talent and Skills Development ● Develop in-house expertise in AI-driven marketing or partner with external experts to ensure you have the talent and skills needed to effectively manage and optimize your AI personalization strategies in the long run.
• Integration with Overall Business Strategy ● Align your AI-driven email marketing personalization strategy with your overall business goals and marketing strategy. Personalization should be an integral part of your broader customer engagement and growth strategy, not a siloed initiative.

Sustainable Growth through AI Personalization.

• Enhanced Customer Loyalty Meaning ● Customer loyalty for SMBs is the ongoing commitment of customers to repeatedly choose your business, fostering growth and stability. and Retention ● Long-term AI personalization, focused on customer value and experience, fosters stronger customer loyalty and significantly improves customer retention rates. Loyal customers are more valuable and contribute to sustainable revenue growth.
• Increased Customer Lifetime Value (CLTV) ● By personalizing customer journeys and experiences over time, AI personalization can significantly increase customer lifetime value. Personalized engagement encourages repeat purchases, higher average order values, and longer customer lifespans.
• Improved Brand Reputation and Advocacy ● Customers who experience highly personalized and valuable email marketing are more likely to develop a positive perception of your brand and become brand advocates. Positive word-of-mouth and brand advocacy contribute to sustainable organic growth.
• Data-Driven Competitive Advantage ● SMBs that effectively leverage AI for email personalization build a data-driven competitive advantage. Their ability to understand customer needs, personalize experiences, and optimize campaigns based on data becomes a valuable and sustainable asset.
• Efficient Marketing Resource Allocation ● AI personalization, when strategically implemented, leads to more efficient allocation of marketing resources. By targeting the right customers with the right messages at the right time, SMBs can maximize ROI and minimize wasted marketing spend, contributing to sustainable profitability.
• Adaptability to Changing Customer Needs ● AI-driven personalization systems, with continuous learning and adaptation, enable SMBs to be more agile and responsive to changing customer needs and market trends. This adaptability is crucial for long-term sustainability in a dynamic business environment.

By adopting a long-term strategic perspective and focusing on sustainable growth, SMBs can harness the full potential of advanced AI-driven email marketing personalization to build lasting customer relationships, achieve a competitive edge, and drive sustainable business success.

References

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• Libai, B., Narayandas, N., & Humby, C. (2020). Customer relationship management ● Past, present, and future. Journal of Marketing, 84(6), 5-23.