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Now, the inbox is full of year-end summaries from brands eager to connect. Are they a bit like bank statements that you never open? Not based on annual retrospectives: A data-centric approach to convey customer value, a paper by Movable Ink. 

On the one hand, they provide usage statistics and loyalty points, building engagement and loyalty and other data. Take the following five activities highlighted by Movable Ink as an example, all of which are based on personalized data: 

E*TRADE provided each investor with an ultra-personalized experience at last year's event. The brand accessed multiple data points to highlight details such as account performance, total contributions, transactions, withdrawals, and dividends earned. It provides a customized list of action items. 

Fanduel did not wait until the end of the year-it created an event to allow consumers to participate in the fantasy basketball experience during the off-season, under the title "A New Beginning, Same Season." It highlights the success of their members, their most commonly used fantasy players, the highest single-day score and the money won so far. 

JetBlue sent an email last year showing the number of miles flown, the number of points earned and the number of airports visited, while maintaining the look and feel of the brand through customizable content blocks. The email subject is "Departing Now: 2020". 

ActBlue is a non-profit example. This group specializes in providing services to small donors. In 2020, they had a 1:1 exchange with them, listing the number of donations and the number of groups that the person supports, and using such things as the "election cycle under review" title.

Hello Fresh meets the needs of consumers trapped at home in 2020. The meal pack supplier tells customers how many boxes they ordered, how many meals they made, and the meals they order most often, starting with the title: "Our hearts are full." It provides a survey. "Quickly vote what is the best thing you have tried in 2020?" 

For full disclosure, these activities are dependent on the services of Movable Ink. 

Movable Ink does not provide the results of these efforts. But it pointed out that the focus of email marketing has shifted from active spending and new customer acquisition to enhancing value through existing customers. 

The year-end summary allows consumers to be both informed and at ease-it's almost like the brand is watching them. But you need data and systems. As 2021 comes to an end, all of these are worth remembering. 

Ray Schultz is the former editor, chief marketing officer, direct selling, circulation management and other marketing titles of DM News.