There is no getting around the need for real-time adaptive email to fill that relevance gap between the time that emails are sent, opened and re-opened – while empowering the marketer as well. To help make that happen, here are 12 top techniques to guide marketers looking to adapt and boost their email marketing success.

1. Dynamic Offers

Automate real-time adjustments to email promotions based on offer changes without having to resend emails.

2. Self-Adjusting Offers

Automate real-time adjustments to email promotions based on in-the-moment promotion engagement and performance metrics.

3. Timed Offers

Automate real-time adjustments to email promotions based on expiration dates.

4. Timed from Purchase

Automate real-time adjustments to email promotions based on purchase behaviour since the time of original send.

5. Aggregated Customer Details

Automate real-time adjustments to email content based on specific customer details by adding aggregated historical information including lifetime value data.

6. Cross-Channel Clicks & Browsing Activity

Automate real-time adjustments to email content based on the customer’s most recent click and browsing activity from any channel.

7. Up-Sell / Cross-Sell

Automate real-time adjustments to email content based on relevant up-sell and cross-sell items.

8. In-Stock / Out-of- Stock

Automate real-time adjustments to email content and item pricing based on demand and remaining inventory stock levels.

9. Countdown Timers

Automate real-time adjustments to email content based on countdown timers for things like events and time sensitive activities.

10. Social Media Activity

Automate real-time adjustments to email content based on each customer’s activity and interaction on social media, including likes and follows.

11. Known & Unknown Customer Email Receipts

Automate real-time adjustments to email receipts from in-store purchases based on known or unknown customers.

12. Weather

Automate real-time adjustments to email content based on the current or future weather forecast.

Real-time adaptive email is the alternative to customer-blind, triggered messaging that way too often misses the mark. Marketers need to get real with personalised email messaging that constantly updates fast enough to stay relevant based on all customer behavior that takes place between time of send, open, and re-open. Today’s customer demands it.