The interests and habits of your newsletter subscribers are different. You can't write a special newsletter for every recipient, though, and developing extra content for particular interest groups is still expensive.
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Fortunately, there's a neat trick that lets you personalize the newsletter for individual recipients with minimal effort. "Prioritization" is the magic word that turns one and the same newsletter into an optimized experience tailored at the single reader.
To prioritize newsletter content for more clicks:
- Aggregate click-through data for each user.
- As soon as certain patterns are visible, move the content categories that garner the most interest to the top.
Newsletter prioritization makes it easier and faster for recipients to find the content they are most interested in. If certain categories attract no clicks ever from a particular reader, you may drop them from their newsletter completely.
