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Senior Marketing Manager, WeddingWire
There’s more to personalization than putting a customer’s name at the top of an email. Consumers now expect content to reflect their specific customer journeys and interactions with a brand. Jeffra Trumpower, senior marketing manager at wedding planning website WeddingWire, spoke with eMarketer’s Maria Minsker about how the brand creates a unique content sequence for customers based on their wedding dates.
eMarketer: How does WeddingWire approach content marketing?
Jeffra Trumpower: It’s important for us to personalize our content because we have a user base that’s in a specific life stage. When our users get engaged and start planning a wedding, we target them based on where they are during that process. As soon as they sign up, they get specific emails based on how close they are to their wedding date. All our content supports those emails—we’re doing a lot of onsite personalization where we direct users to specific content based on where they are in the planning process.
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