Overview
Echobox's per-subscriber content personalization allows you to improve your click rates and deliver a more engaging and relevant newsletter by tailoring the content included to each recipient's content preferences.
Why this matters
How to configure content personalization
There are three content selection modes available:
- Personalization disabled
- Article selection and article ordering enabled
- Article ordering enabled
The content personalization settings are applied on the editorial template per campaign by selecting the 'Personalize' tab on the left hand side.
Personalization disabled
This will result inEchobox sending the same content per Edition to every subscriber. All articles will be selected and ordered to match the entire audience's interests instead of each individual subscriber. This setting is great for users who want complete control over their newsletter content.
Article selection and article ordering enabled
Echobox will personalize the content and ordering of articles in an Edition for each subscriber. When populating the Edition, Echobox will look at the pool of available content that adheres to the rules specified for the section (lookback period, keyword rules etc), and the historic content and topic preferences for each subscriber. It will then match available content with each recipients preferences. This means recipients of an Edition will receive different articles to maximize their click rate.
Article ordering enabled
Echobox will personalize the order in which articles appear for each subscriber. All recipients of an Edition will still receive the same content, just in a different order to maximize their click rate.
FAQs
When should I use content personalisation (selection)?
If the main goal is to maximize performance and therefore traffic. A newsletter that is personalising per user down to the content level the newsletter is optimizing for increasing clicks. Additionally, the more a subscriber clicks, the more we learn about their preferences.
When should I use content personalisation (ordering)?
If the goal is to balance editorial control and consistency with optimizing performance. Content ordering allows you to ensure that all subscribers receive the same content, whilst accessing the performance (click rate) benefits of reordering the content, which are still significant.
When should I not use content personalisation?
If you want absolute consistency of content and content order for all newsletter recipients.