Personalization has become universally and undeniably critical in marketing — an important element of any effective campaign. As it’s become common practice, personalization has come a long way — automation, AI, predictive analytics, triggers — the list of MarTech capabilities available to email marketers is constantly growing in size and complexity.

The next level of connection with customers and prospects is humanization. As Joseph Pine explains in his TED talk “What Consumers Want,” the customer’s desire for authenticity has become the basis for their decision-making — meaning that brand humanity, personality, consistency across touchpoints, and consumer trust are the ultimate drivers of conversions, purchases, reviews, and referrals.

In this conversation, we’ll explore how to combine data-driven personalization with empathy to build campaigns and follow-ups that move consumers along the customer journey with touches, content, and cadences tailored exactly to their preferences, needs, and experiences with your brand.