Email personalization fails because companies don't translate what they learned about you during ads into what they send you after. Paid media uses browsing signals to target different people, but those insights vanish once you're tagged in their system. There's no bridge between acquisition and retention.
the whole personalization piece, one of the most important parts in all of that, obviously, like what products they browse, this and that stuff is incredibly important, but also how you package that, the actual content, the copy and the imagery that's being used. Like if you think of any sort of material that you respond to as a consumer, oftentimes ads that really get your attention are something that's like speaking to you in some way, hitting on something that you are either thinking, something that you affiliate with, whatever it may be. And if you think of like the journey on the paid media side and how people really approach that is Specifically nowadays with more broad creative as the targeting, that kind of approach, you're building these different kind of buckets of creative that go after different demographics and personas, and they speak very differently to these different buckets. Once you get them in your ecosystem, you can obviously tag all that and build out tons of branches, but that kind of personalization from that standpoint almost gets lost in the retention ecosystem. Then right now, to Jacob's point, there's no real clear way to actually apply the learnings of what does each individual person actually engage with from a content perspective based off of, again, what they might have come in on angle or a demographic perspective on acquisition.
