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MarTech Monday: Reelevant for real-time email personalisation

Designed for small to medium sized online retailers, Reelevant is a cloud-based service that allows users to send emails capable of adapting their content in real time based on user data.

It’s alive!

Launched in 2016, the French startup Reelevant gives users access to an email editor, complete with templates and drag & drop images and layout elements. So far, pretty standard. But here’s where things get interesting.

Reelevant emails allow for real-time content personalisation, analysing subscriber context at the moment they open the email. Your email then “reacts” to that context to display content that is ideally suited to their personal conditions.

How it works

When you set up your campaign, Reelevant lets you select options that relate to contextual elements such as the device they’re using to open the email, behavioural traits or even the subscribers local weather at the time of opening.

When the email is opened, Reelevant’s technology instantly takes into account all the various contextual elements. It then adjust the content of your email on the fly.

For example, it might display a different message if the email was opened on a mobile device as opposed to their desktop. Or, the email might display a rain coat if its raining or a sundress if it’s warm and sunny.

Reelevant also learns based on past interactions with your emails and website, allowing for automatic optimisation of send times.

It’s early days for the platform, but if you’re an online retailer Reelevant might be worth a closer look.

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