In this week's episode of the 'Hello $FirstName' podcast I'll be discussing chapter 8 'Content, Part 1: Messages' with Dorte Karlsson, Previoius Head of Data & Insights from Story House Egmont Denmark and CRM Manager at the workers' union HK and now Senior Advisor at the agency Web2Media. Dorte's career history has CRM written all over it... So how has Dorte seen different message variants contribute to a better, more personalized and more profitable customer experience? Watch it to learn more! (And see what happens when I'm trying to record a podcast with my toddler being at home sick...) Messages are one of the primary types of content used in personalization and represents one of the 4 corners of the Bowtie of Personalization from the book 'Hello $Firstname'. We'll learn from Dorte's experience with magazine subscribers at Story House Egmont and discuss how she has used different message variants to boost retention rates with more than 20%. Based on her history at the Danish workers' union HK she tells about how relevant and correctly timed messages for graduates moving from a cheap subscription to a full fledged one remedied churn like nothing else in the union's history! We cover the following points: Dorte’s background from both CRM at HK, Head of Data and Insights from Story House Egmont and her work at Web2Media How Dorte defines the term personalization How Dorte finds conversations with colleagues and clients around the term personalization How Dorte sees the distinction between the two content types Messages and Content Feeds from the Bowtie of Personalization Dorte’s favourite examples from personalized campaigns from HK and Egmont Dorte’s favourite examples from personalized Marketing Automation from HK and Egmont How Dorte and her teams have been using different communication channels to optimize cost of communication How Dorte perceives customer value in personalization and why you shouldn’t always chase the conversion but go for engagement instead Dorte’s own favourite example of personalization that she's experienced personally Based on Rasmus Houlind's latest book ’Hello $FirstName - Profiting from Personalization’ Watch the full Episode with video on Youtube here. The full book is available in print and kindle and can be bought here. (or your local amazon...) An abstract of the book can be downloaded here. All models and illustrations from the book can be downloaded here.