You set an app to your telephone, however have not used it in per week, and also you’re about to delete it out of your telephone. Then an electronic mail arrives that presentations you ways the app solves an issue you have got been suffering with. Electronic mail personalization saves the day.
A 2022 McKinsey document says that 71% of customers be expecting firms to supply customized verbal exchange. 76% get pissed off when it doesn’t occur.
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Ramping up your electronic mail advertising and marketing to face out and get the consequences you need will also be difficult. However there’s a method that less than 30% of entrepreneurs are the usage of.
Let’s discuss electronic mail personalization and check out some personalized email examples.
Electronic mail personalization is greater than a method. It’s a method to attach one-on-one with each and every person who reaches out to be told about your small business.
This procedure is helping electronic mail entrepreneurs create emails that enchantment to each and every person on their electronic mail record. And they may be able to do it with no need to draft a separate electronic mail for each and every individual.
In step with Experian, 78% of shoppers are extra conscious about how companies are the usage of their information. So, personalization is extra handy for entrepreneurs, however how do consumers really feel about it?
Why is electronic mail personalization necessary?
Electronic mail personalization is a wildly efficient technique. Segmentation of electronic mail campaigns by myself can building up income via as much as 760%.
And whilst subscribers need to know extra about how firms are the usage of their information, 59% of shoppers agree with companies the usage of AI to personalize their enjoy. On account of this excessive degree of convenience, electronic mail personalization is a superb funding when it’s executed proper.
In step with Statista, 42% of customers really feel that personalization is slightly or essential. And 67% have used private suggestions when searching for merchandise.
If you wish to beef up engagement and income for your small business, the most efficient time to begin personalizing your emails is now.
Electronic mail Personalization Methods
Lots of the posts you notice on social media are only for you. Those platforms inspire you to spend extra time on their platforms the usage of algorithms that understand what you favor and come up with extra of it.
The common individual spends 147 minutes on social media every day. This may make them be expecting all their on-line reviews will really feel private.
Till advertising and marketing automation, companies discovered it tricky to personalize emails. However these days it’s conceivable to create distinctive emails for each subscriber and to turn them what appeals to their private pursuits.
Electronic mail personalization could make each electronic mail an be offering that is only for them.
However growing customized emails is more challenging than it appears. But even so the problem of designing an electronic mail that connects and appeals to subscribers, personalization calls for some technical expertise.
It’s no longer atypical for an electronic mail advertising and marketing supervisor to design a perfect electronic mail. However a few of these emails by no means get despatched on account of API, electronic mail advertising and marketing platform, and different demanding situations.
So, sooner than you get started personalizing your emails, take a look at those methods.
1. Construct an inventory you’ll be able to section.
Developing a perfect electronic mail record is set greater than getting consideration from new subscribers. Every shape, electronic mail, and interplay is a chance to gather segmentation information.
Acquire helpful data.
As you construct each and every electronic mail shape, take into accounts the knowledge that you’ll be able to accumulate and the way it can assist section subscribers later.
For instance, a sort with a unmarried field for subscriber names could make personalizing difficult. New sign-ups might upload their first title, however they may additionally upload a trade title, their closing title, or go away this box clean.
That suggests you received’t have the ability to personalize emails with subscribers’ first names with out growing mistakes. Not anything says impersonal like an electronic mail that begins with “Hello jcl89@hotmail.”
On the identical time, you need to make an email sign-up form that’s fast and smooth to fill out.
Take into accounts how you need to gather private and trade names upfront. Then you’ll be able to make a selection one of the simplest ways to personalize for each and every section.
Different helpful data to gather when customers subscribe may just come with:
- Location
- A snappy sure or no survey
- Electronic mail frequency personal tastes
- Demographics like age, corporate place, or location
- Psychographics like character sorts, revenue degree, or objectives
Create surveys and interactive emails.
As you electronic mail new subscribers, use interactive components to section customers in keeping with their pursuits.
Use hyperlink monitoring that will help you prepare your electronic mail lists. Hyperlink monitoring can let you know when a subscriber clicks a hyperlink for your electronic mail. You’ll be able to use this knowledge to temporarily reply and hook up with a prospect, or use this knowledge to section your record afterward.
Otherwise to gather extra information for segmentation is thru surveys. A survey allow you to accumulate private data to refine your messaging to contacts. It will probably additionally enable you to perceive their height questions and considerations early within the purchaser adventure.
This newsletter contains some segmentation ideas and the way you’ll be able to paintings them into your emails.
Use integrations.
Otherwise that you simply use information to section your customers is to glue your electronic mail advertising and marketing software on your CRM. Integrations along with your electronic mail advertising and marketing software too can be offering real-time insights. This knowledge allow you to ship centered emails in keeping with what your contacts are doing on-line.
The objective is to trace person conduct that allow you to goal communications. The quantity of knowledge a platform can accumulate generally is a little overwhelming, so as a substitute of grabbing a ton of knowledge that you’ll be able to’t use, create a plan.
Take into accounts the emails that will likely be attention-grabbing and helpful on your consumers. Subsequent, take into accounts how you’ll be able to use information insights to personalize your emails in some way that makes them much more precious.
For instance, as a substitute of providing the similar sale to each subscriber, use information to personalize your cut price emails.
Take a look at providing a cut price to each person who purchased your most well liked product in the previous couple of months to inspire them to shop for once more.
Another information you may need to accumulate and use to personalize your electronic mail:
- Purchasing behavior
- Cell vs. desktop
- Engagement, like electronic mail opens and clicks
2. Align emails with the consumer’s adventure.
One of the best emails include the precise data on the proper time. That suggests discovering a method to welcome new subscribers that’s private, then retaining them engaged till they transform unswerving logo promoters.
So, get started with sturdy logo personas and description your splendid purchaser adventure. Subsequent, use electronic mail personalization to ship automatic emails that improve and strengthen your buyer enjoy.
Construct automatic electronic mail sequences for each and every level within the purchaser adventure.
Maximum firms ship emails from a couple of other departments. This may come with:
- An keen gross sales group that wishes to glue
- A advertising and marketing group wooing consumers with upsells
- Customer support brokers responding to questions
To ensure that each individual to your electronic mail record will get what they want when they want it, you’ll need to create centered workflows and sequences.
Get started with a welcome series. This may well be a one-on-one electronic mail from a depended on member of your group or a shiny graphic welcome that connects to the rationale your newest touch signed up.
It’s additionally a good suggestion to supply further services in keeping with previous purchases via electronic mail. When the usage of this technique, check out to concentrate on consumers who’ve made a couple of acquire.
The extra information you’ve got, the much more likely you are going to steer consumers towards pieces they in point of fact need. Differently, those private suggestions can begin to really feel decidedly impersonal.
Make suggestions in regards to the buyer, no longer about which product you need to promote extra of.
Different helpful sequences and workflows you’ll be able to construct and personalize come with:
- New product bulletins
- Outreach when a touch is going inactive
- Campaigns in keeping with subscriber task, like attending a webinar
- Standing signals, like a flight exchange or exchange in product availability
Cause customized emails at necessary moments.
Use private emails to spotlight the moments when your subscribers be expecting an electronic mail. To face out, you’ll additionally need to have fun moments the place your buyer has reached a non-public objective.
Product engagement moments are key. If a buyer has used your meditation app each day this week or they’ve logged in to a meals diary app for 3 days in a row, it is a nice time to ship an electronic mail.
Brought on emails are a method to display that the moments which can be necessary to them are necessary to you too.
Use conduct triggers.
It’s smooth to concentrate on the start and finish of your dating with an electronic mail touch, however many of the genuine motion occurs within the heart. You’ll be able to use this second within the purchaser adventure for emails that cause with an motion.
Cause emails are some way to connect to your subscribers on the proper time. For instance, Instagram sends you an electronic mail after they have not noticed you log in for some time.
A brought about electronic mail sends after a particular match or interplay. When an electronic mail aligns with their movements and priorities, it feels extra helpful and private than an electronic mail blast.
Possible conduct triggers for electronic mail come with:
- Match registration
- Loyalty club
- Canceling or converting an appointment
- Converting touch or profile data
- Cart abandonment
- Product web page go out
- Transport price go out
A very powerful be aware: Use triggers to creatively let your subscribers know you’re paying consideration, however stay it relax. It may be uncomfortable for some customers to grasp their movements are being tracked on-line.
Upload subscriber tags to additional section subscribers in keeping with their movements.
It is smooth to concentrate on the start of a subscriber’s electronic mail adventure. However preferably, an electronic mail subscription is a long-term dating that deepens over the years. Tags allow you to proceed to ship subscribers the precise messaging as their pursuits and wishes exchange.
Tagging subscribers after they entire a particular motion is a good way to section your target market. You’ll be able to use dynamic tags to temporarily ship subscribers an invaluable message in keeping with what they’re doing now, no longer what they concept they might do after they first subscribed.
3. Design emails with personalization in thoughts.
If it’s executed smartly, electronic mail can ship $33 ROI for each and every greenback you spend.
So, construct agree with with each electronic mail. Do not by accident unsolicited mail their subscribers with reductions, new merchandise, and force to shop for. As a substitute, center of attention to your subscribers and the price you are giving them each and every time you hit ship.
Write customized matter traces.
Electronic mail personalization is not just calling subscribers via title. It is the usage of information to make each one among your subscribers really feel particular.
Write your matter traces and emails like you are writing an electronic mail to a pal. This method could make your language really feel extra herbal. It will probably additionally make the added personalization really feel extra unique. Check out those subject line examples if you want inspiration.
Ship emails from an individual, no longer only a logo.
Ship emails from an individual, no longer a logo. An actual title and face within the “from” box of an electronic mail let subscribers know the face at the back of the message. It makes each and every electronic mail really feel extra private, like a dialog as a substitute of a transaction.
You’ll be able to additionally check out including a customized P.S. on the finish of an electronic mail. A non-public postscript is a snappy manner so as to add a personalized touch to emails. It presentations subscribers that you need to connect to them as an individual, no longer only a prospect.
Create electronic mail campaigns for distinctive segments of your electronic mail record.
Use information insights to check and wait for buyer wishes. Then create distinctive emails that cope with the ones wishes. This may imply growing an electronic mail path, directing them to assist heart assets, or sending surveys that ask for his or her opinion.
Dynamic content material in emails can allow you to ship other codes and electronic mail content material to other subscribers.
Attempt to use information to tell your messaging. On the identical time, do not upload delicate private data without delay.
For instance, if you are personalizing an electronic mail on your high-income section, do not plug within the revenue degree they shared on a sort or survey. As a substitute, you check out including a bit with top-tier or unique merchandise.
Use pictures to personalize emails.
Pictures and GIFs could make an electronic mail extra thrilling and engaging. But even so making subscribers extra conscious about your logo and tale, pictures are a good way to get the eye of readers who don’t learn the messages of their inboxes.
Symbol personalization is an efficient technique for emails too. An organization that sees its emblem for your B2B electronic mail is much more likely to pay extra consideration to what you need to say. A client searching for a customized pillow is also much more likely to shop for in the event that they see a customized graphic they’ve used to your website online sooner than.
Ship limited-time distinctive electronic mail provides.
One of the crucial perfect tactics (supply) to get a subscriber to behave is to create urgency. For instance, if a consumer abandons their cart sooner than clicking “Purchase now” an electronic mail with a restricted time cut price may just encourage them to make that acquire.
Time table emails on the proper time.
Get started along with your purchaser personas and their behavior to come to a decision the most efficient time to ship emails. And do not put out of your mind to stay location in thoughts.
Let’s consider your new subscriber opens emails very first thing within the morning, you may set their electronic mail to ship at 8 am. However what in the event that they are living in a time zone the place they are consuming lunch simply as you get up for the day? You could omit the most efficient time for that touch to learn your electronic mail.
Segmenting contacts via location allow you to ship your emails on the proper time to each subscriber.
Get started A/B trying out.
Compelling electronic mail personalization is in the main points. Electronic mail advertising and marketing turns out easy, however some variables can have an effect on the enjoy.
A/B trying out is a great way to gauge how your subscribers reply on your emails. For probably the most helpful insights, check just one variable at a time. If you happen to check too many electronic mail options on the identical time it’ll be obscure what’s and is not operating.
Perform some research if you happen to’ve by no means run marketing experiments like this sooner than.
4. Make the following steps transparent and smooth.
You’ll be able to create a perfect person enjoy via excited about the overall person adventure, no longer simply crafting an ideal customized electronic mail.
Shorten the conversion trail with related hyperlinks.
When your electronic mail tells subscribers to click on a hyperlink, that hyperlink must ship. For instance, if an merchandise sells out and that product and hyperlink are within the spotlight of your electronic mail, it’ll best frustrate your consumers.
Have hyperlinks in thoughts sooner than you get started writing and designing. Take a look at each and every hyperlink you intend to incorporate to verify it is present. Then create a message that sells the content material in that hyperlink.
Clicking a hyperlink does not appear to be a large deal. However the greater fee of phishing scams can lead subscribers to 2d wager attractive along with your emails.
Stay this point of view in thoughts. It’ll assist you to draft emails that foster relationships along with your electronic mail record and steer clear of making emails that really feel like clickbait.
Create centered touchdown pages.
If you are construction customized touchdown pages on your emails, ensure that your electronic mail and touchdown web page designs paintings in combination. Take into accounts growing distinctive touchdown pages for each and every section. Then center of attention your touchdown web page message at the data that is maximum necessary to that crew of folks.
Personalised Electronic mail Examples You Can not Lend a hand however Click on
1. OpenTable
Why electronic mail examples like this paintings: No longer best does this electronic mail make it smooth to make reservations on-line, but it surely additionally recalls favourite eating places. This is helping customers uncover new puts to devour in keeping with critiques and reservation conduct.
A method OpenTable encourages customers to depart critiques is via sending emails with a customized matter line. Then, they ask the diners’ to check their most up-to-date eating place enjoy.
Those critiques give OpenTable an concept of which eating place suggestions are person favorites, which makes the reservation procedure more uncomplicated for his or her customers.
2. Alaska Airlines
Why electronic mail examples like this paintings: This electronic mail successfully pulls a common traveler (me) again in with a check-in electronic mail. It rings a bell in my memory of what I’m no longer doing (opening emails). Subsequent, it encourages me to loop again in with a picture of one thing I may slightly be doing (browsing on the seashore).
This electronic mail additionally has a button marked “Offers.” It’s a perfect technique to supply one thing particular out of your logo when a person stops attractive. It will give your target market the inducement they want to take motion and make a purchase order.
3. The Hustle
Why this electronic mail instance works: The Hustle has a “Snippets” phase of their e-newsletter. Every electronic mail features a curated record of articles highlighting subjects the subscriber picked after they signed up.
This person’s selected subjects are Large Tech and The Hustle Alternatives, so the snippet phase updates with the ones subjects in thoughts. This makes each and every electronic mail really feel love it’s only for them, as a substitute of a basic record of what’s new.
If you’re feeling like this might paintings on your subscribers too, arrange workflows that remind subscribers the right way to proceed benefiting from those specially-tailored messages.
4. Spotify
Why electronic mail examples like this paintings: Spotify’s Yr in Overview emails and in-platform messaging are a spotlight for subscribers. Tune has a robust emotional have an effect on. Spotify makes use of this to remind this what their closing 12 months seemed like in song, simply sooner than the brand new 12 months starts.
The replica on this electronic mail from Spotify is especially efficient as it frames the personalization in some way that makes the recipient really feel like they are getting a praise for his or her utilization. Words like “Wager which tune is your #1?” lend themselves to a way of exclusivity — making the person really feel necessary.
Once more, this push is helping to substantiate that the person is actively the usage of the streaming provider, and is frequently reminded of the price.
5. LinkedIn
Why this electronic mail personalization instance works: When I used to be actively making use of for jobs. I regularly used LinkedIn for my seek. Every day, LinkedIn despatched me a roundup of jobs it concept would pique my hobby.
Whilst one of the vital listings have been extra appropriate than others, they all have been clickable.
Did you catch that? Clickable. And even supposing none of those jobs piqued my hobby, I had a community {of professional} connections who may have regarded as them, riding much more visitors to LinkedIn’s web page.
6. Be My Eyes
Why this electronic mail instance works: Why this electronic mail instance works: Be My Eyes is an app that is helping blind and low-vision customers borrow the sight of over 1.5 million volunteers. This electronic mail triggers after a person has their first volunteer name. Then, it is going into element on how they may be able to clear up commonplace issues.
This electronic mail has numerous textual content, but it surely’s damaged into bullets to make it smooth and fast to learn.
The timing of this electronic mail makes a easy procedure even more uncomplicated and makes first-time volunteers really feel extra relaxed serving to.
7. American Eagle
Why electronic mail examples like this paintings: This electronic mail starts with an attractive matter line: “You might be in. This is your unique code.”
The e-mail is brief and transparent, highlighting a customized be offering and a picture GIF highlighting their most well liked merchandise.
In a extra sophisticated or image-heavy electronic mail, that cut price code may well be smooth to omit. However this electronic mail personalization is unassuming and fast to learn, which makes it smooth to peer the original cut price code that the topic line calls out.
8. Ticketmaster
Why electronic mail examples like this paintings: This electronic mail is a smart instance of the right way to use location data to supply a custom designed electronic mail enjoy. Within the electronic mail, Ticketmaster makes it smooth for me to temporarily visualize what is headed to my space and when. This lowers the barrier between me and the purpose of acquire.
This kind of personalization may well be tremendous helpful for an organization taking a look to ship extra related messages to world leads or current consumers.
If you happen to’re the usage of HubSpot’s free email marketing software, you’ll be able to use a touch’s location to personalize your messages like this marketing campaign.
9. Getaway
Why this electronic mail instance works: This electronic mail triggers after a keep at one among Getaway’s distinctive places. It features a reminder to e-book some other discuss with quickly.
The primary picture is a slideshow that highlights the most efficient options of a Getaway cabin. The second one picture presentations a punch card with two nights punched out. This makes it smooth to peer what number of extra nights it’ll take to stick without spending a dime.
This electronic mail additionally features a referral hyperlink to percentage for an additional cut price, providing price to each Getaway and their consumers.
10. TikTok
Why electronic mail personalization examples like this paintings: After following one among his favourite cooks on TikTok, Matthew gained this electronic mail from the social community with tips for identical accounts to stick to.
What is extra, the tips have been tremendous related.
When firms have as a lot information as TikTok does, they normally cross one among two tactics with personalization: They utterly nail it, or they’ve an excessive amount of information to sift out what is necessary. That is an instance of appropriately figuring out what Matthew would care about, and turning in it to him.
11. Savage X Fenty
Why this electronic mail instance works: This electronic mail begins with a daring cut price graphic. The message obviously states that the muse for each cut price used to be buyer comments and requests.
Then it options easy-to-see and engaging pictures in their height merchandise, with further textual content that stocks why each and every bra is a well-liked pick out.
Every highlighted product additionally features a testimonial. This provides to the sensation that those merchandise have the buyer in thoughts.
12. Ancestry
Why this electronic mail instance works: Ancestry pulls customers again in with an electronic mail that hints about new data within the circle of relatives tree.
It personalizes each first and closing names in several portions of the e-mail, so the personalization feels extra unique.
The e-mail contains private hints and further main points to entice customers to spend extra time at the website online.
13. Free Prints
Why electronic mail examples like this paintings: This electronic mail has a easy message and obviously states the price in their provider. The massive wow on this electronic mail is the customised picture. It pulls an image from their app to power some other acquire.
If you wish to spice up the word-of-mouth affect at the back of your services or products, it is a nice instance of the way personalization can assist propel your message.
14. Bunch
Why this electronic mail instance works: This fast and peppy reminder to get again into an app presentations that Bunch is the usage of data-driven methods to have interaction customers. They’re expecting the in all probability reason why I’m no longer logging in, calling out a commonplace factor, and providing an answer. It additionally offers me a possibility to replace my reminders.
This isn’t the one efficient manner to make use of platform information. This technique may just observe to many advertising and marketing fabrics — ebooks, webinars, and weblog articles, to call a couple of.
For instance, if you happen to to find that any individual downloaded an e-book on social media guidelines, it’s possible you’ll need to arrange a workflow to cause a follow-up electronic mail that implies they take a look at your social media information on SlideShare.
15. Etsy
Why electronic mail examples like this paintings: This electronic mail presentations a product from a service provider Ivelisse has purchased from sooner than. The headline “Your Favourite” reminds her that it is a product she’s noticed and preferred sooner than.
Etsy’s electronic mail additionally provides a cut price, with the unique worth crossed out, and the cut price be offering is in inexperienced as a substitute of black. This makes the be offering more uncomplicated to peer however it is nonetheless pleasurable to the attention.
It serves as a perfect instance of the right way to use a touch’s seek conduct to re-engage them along with your corporate, and with a bit of luck transfer them nearer to a sale.
16. Voicebox
Why this electronic mail personalization instance works: Voicebox provides to the post-karaoke enjoy via including a non-public playlist. They need to know if you happen to had a good time, ask on your comments if you happen to had any problems, and remind you to discuss with once more quickly.
Even higher, the e-mail ends via reminding you precisely what you sang throughout your consultation. The record has numerous element, which brings you proper again to the instant you have been making a song.
It’s simply the correct quantity of inspiration to get you to e-book a consultation to sing once more.
17. Experian
Why this electronic mail instance works: Worry isn’t a amusing emotion, however this can be a motivator. This electronic mail provides an alert with certain comments about my credit score rating, but it surely additionally hints that there may well be different much less pleasant messages of their portal that I must test, simply in case. This will get me to click on and interact with their products and services.
What I really like maximum in regards to the electronic mail is its simplicity. It provides up a unmarried matter, which is sufficient to hobby the recipient with out overwhelming them. Plus, the replica is fast, pleasant, and transparent.
18. Happyfeed
Why this electronic mail instance works: Happyfeed is a gratitude magazine app for customers to file 3 issues they’re thankful for every day. This per 30 days recap electronic mail grabs information from the app to take me back to the fact of a few of my perfect moments from the previous month.
Additionally they take me back to the fact how energetic I used to be at the app, and come with further provides and new options. It is a nice method to strengthen the price of a product whilst additionally providing causes a person must improve or spend extra time the usage of a product.
Additionally they ask for my comments, reinforcing the message that my opinion is necessary to them.
19. Google Maps
Why electronic mail examples like this paintings: This electronic mail from Google shall we Ivelisse know that individuals just like the replace she added. It additionally features a customized picture of the edited map, so it reminds her of the replace temporarily and simply.
This electronic mail reminds her that updating critiques and places on Google Maps makes a distinction. That’s an impressive motivator to stay making updates.
20. Sephora
Why electronic mail examples like this paintings: Sephora used this customized electronic mail to offer Kimberly a unfastened reward and a reminder to shop for, with a birthday greeting in addition.
That is a good way for manufacturers to succeed in buyer reactivation — via the usage of a hard and fast date, like a birthday or anniversary, to remind folks what it used to be that they cherished about your small business within the first position.
If you are a HubSpot buyer, this is a straightforward electronic mail to duplicate on your contacts via fixed date or property-based workflows. It permits you to base your workflow on a calendar or touch belongings date. This makes it smooth to ship anniversary emails, virtual birthday playing cards, renewal reminders, and extra.
21. Reddit
Why electronic mail examples like this paintings: Reddit’s venture is to construct group. This customized electronic mail presentations this person that different participants of this subreddit recognize their feedback.
This easy electronic mail tells the commenter that their opinion is efficacious and that they must stay collaborating. This results in clicking from the e-mail again into Reddit.
22. Alex Mill
Why this electronic mail personalization instance works: There are numerous causes to desert an internet buying groceries cart. Once in a while you continue to need to purchase, but it surely’s laborious to seek out that easiest merchandise once more on-line. Input this electronic mail from Alex Mill.
It temporarily will get to the purpose, letting you understand they stored the pieces for your cart and are providing them at a cut price. And the massive beautiful picture additionally is helping remind you of the standard in their merchandise.
23. Teachable
Why this electronic mail instance works: There is a factor about meetings and summits. They are precious. They assist you to acquire wisdom and transform knowledgeable.
This customized electronic mail shall we convention attendees know what they could have overlooked and different to be had studying alternatives. It additionally outlines a cut price be offering and makes the be offering closing date transparent and smooth to grasp.
HubSpot Skilled and Endeavor consumers: You’ll be able to create Sensible CTAs like those for your personal emails along with your HubSpot CTA tool.
Let’s Get Private
It’s by no means been more uncomplicated to personalize your messaging. With an built-in CRM and electronic mail advertising and marketing device like HubSpot, you’ll be able to stay monitor of all of your buyer information and use it to tailor your go with the flow.
It’ll appear to be a large enterprise, however via looking at, working out, and making an investment within the conduct of your consumers, you’ll be able to assist to ensure that they’re going to keep consumers. So get started getting private — and continue to grow.
Editor’s Word: This publish used to be at the start revealed in February 2013 and has been up to date for freshness, accuracy, and comprehensiveness.
