This can help determine future promotional offers and drive content development. Contact preferences can also give you feedback on what topics your audience finds the most interesting.Giving your customers a say in the email marketing process makes it easier to provide relevant content and increases the likelihood of engagement.Spotify does a really great job of letting users set their specific preferences on what types of emails they would like to receive. This lets you provide a more relevant experience with which contacts are more likely to engage. This may not seem very groundbreaking or exciting, but you would be surprised how many email marketers fail to give subscribers a say in the content they receive.īy giving contacts the choice to set preferences on the types of emails they want, it gives you insight into their interests. The best way to give your email subscribers what they want to ask them. Email Marketing Best Practices from Spotify Listening to Customers’ Email Preferences Then, we will show you how you can apply some of these best practices to your own strategy, even if you don’t have the seemingly endless mountains of customer data that Spotify has. In this email marketing case study, we will examine how Spotify uses personalization to create engaging email campaigns. You may be thinking, “Great, but we don’t have anywhere near the amount of customer data that Spotify has.” They leverage every bit of customer data that they have to provide a personalized email experience with the goal of driving in-app engagement. If you take a look at Spotify’s email marketing strategy, you will see this concept on full display. By providing more relevant content, the recipient will be more likely to click through because his/her needs are more directly addressed. This is because you are accessing a direct line of communication with your customer (as opposed to ads, which tend to be more general). With email marketing, personalization is even more important. That is why personalization is the key to marketing success. Marketing is all about connecting with your customers (and prospective customers) in a way that matches their needs with your solution. So, it makes sense that a music streaming company like Spotify, which has data on every user’s music preferences, would know a fair amount about its users.īut, what do you do with all of these customer insights? The music you like can say a lot about your personality.
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