Obviously, I never disclosed to the company that I would be out of town, but using my uncle’s IP address (and Powerinbox’s DynamicMail), they were able to deliver relevant and useful information to me even when I wasn’t home.
In the summer season, when you may never know for sure where someone might be or if you’ll catch them in the right place at the right time, this kind of above-and-beyond personalization is commendable.
By relying on IP location to customize the content of its email, Sephora made sure their message would resonate with me regardless of where I was. (Note: Yes, the email content did change when I got back home!)
This is not only smart, thoughtful marketing that takes into consideration buyer behavior, but it also created a memorable and delightful user experience.
Now, it's important to note that IP location isn't always reliable, but when it is, the rewards are unmatched.
Had the team simply used the address they have on record for me (as many businesses do), the message wouldn’t have had even remotely the same impact that seeing my real-time location did.
They would’ve risked sending me content that was completely irrelevant to my current situation and ending up in my trash can.
But instead, they took their personalization to the next level -- and now have this little article dedicated to their strategy. Lucky them!
3 Simple Ways to Use Location Personalization in Your Email Marketing
If you run a brick-and-mortar business with multiple locations or offices, consider using IP location to highlight your nearest locations in a summer email to your contacts.
Having a sale or offering a deal? Even if someone is away from home, showing them where they can take advantage of your promotion will not only delight, but also more likely drum up some business you may have otherwise lost out on.
2. Share Local Support/Service Numbers
Sell a SaaS or other type of service?
In your email, providing people with a local support/service phone number based on their IP will let them know that local help is readily available whenever or wherever they may need it.
No locations nearby? If your reader’s IP location isn’t within a reasonable distance of an office, you can consider changing your message to “visit us online at _____.” While not as personal as a phone call, the consideration and guidance will be appreciated.
3. Incorporate the Location into Your Messaging
Even if you don’t have local offices or numbers, you can cleverly incorporate your readers’ IP locations into your copy or messaging. Perhaps position your offer as an exclusive for people in that area or simply say “how’s it going down in [insert location]?”
No matter what your approach, this touch of personalization will make your message hit home that much more and make it stand out even if someone is on vacation.
It may take a little more effort on your part, but don’t let your marketing initiatives sit idly by as your audience vacations during the summer months.
While you should always respect your audience's privacy and avoid bombarding them with marketing messages, don't be afraid to get creative!
With things like personalization tokens or even features like HubSpot’s Smart Scheduling, you stay top of mind and continue to deliver the right messages at the time even when people are on-the-go.