Personalize your emails with these 15 email personalization techniques that work. When you personalize your emails, you can improve the effectiveness of your campaigns and increase the overall success rate.
The email personalization best practices is a topic that has been covered in depth by many different sources. From the way you use your email to what you send out, there are 15 techniques that work for most people.
Email marketing is a powerful tool, as every marketer or company owner knows. It is gaining in popularity among customers.
You may have already implemented certain aspects of email personalisation, such as addressing clients by name, but you can go much farther.
This article examines 15 email personalisation strategies that you may use in your marketing.
But first, let’s talk about whether email personalisation really works.
Is Email Personalization Effective?
A resounding “Yes” is the simple response. According to HubSpot’s State of Marketing study, 78 percent of marketers have seen an uptick in email engagement in the last few months.
According to HubSpot, 20% of e-commerce, retail, consumer goods, and service businesses customize emails based on particular demographics.
Email personalisation, or customizing email content to the recipient’s identity, interests, location, and other information, may help boost sales.
Personalization of emails has a number of additional advantages, including:
- Unsubscribe rates have dropped.
- Customer satisfaction is greater.
- Customers may be re-engaged in a variety of ways.
Furthermore, 72% of consumers only interact with customized messages, and the majority of customers want businesses to understand their specific requirements.
Personalization of emails is very simple to do. You might, for example:
- Only send an offer if the recipient has recently purchased anything.
- Change the language depending on where you are or what time zone you are in.
- Make the words and visuals more personal.
Email personalisation, like every other aspect of marketing, has its limits. Some methods, such as consumer suggestions, may or may not work for everyone.
You may also sound too familiar and over-personalize, which might frighten folks. Stick on the essentials, which we’ll go over later.
Let’s move on to 15 methods that work now that you have a better understanding of email customization and its advantages.
1. Gather the Correct Information
You won’t have a solid starting point for customization if you don’t gather the appropriate types of data.
That seems straightforward enough, but where do you begin? By using sign-up forms to gather information from readers.
You may ask subscribers some extra questions when they join up for your email list, in addition to the usual email address and name.
For example, you might inquire about their:
- location
- birthday
- interests
- occupation
Keep your requests for information brief and sweet, like in this example:
Then, to collect even more data, utilize integrations.
If you don’t have all of the necessary resources to gather data, integrations are ideal.
Finally, like Campaign Monitor, you should establish a subscriber preference center to find out what your readers desire.
You may customize your subject lines after you’ve begun gathering the appropriate types of data.
2. Use Subject Lines That Are Personalized
In the realm of email marketing, subject lines have always been essential, but they must be precise for the greatest results.
They should, for example, vary from industry to industry and audience to audience.
You may put them to the test to see which ones are the most effective. You may use testing to change the content of your subject lines depending on all the information you’ve gathered about a subscriber’s needs, interests, age, location, and more.
The open and conversion rates are only going to become better.
After you’ve mastered subject lines, you should concentrate on triggered emails.
3. Send behavior-based emails
Customers’ interactions with your goods or services generate automatic responses in the form of behavior-triggered emails.
This is where email marketing is going in the future, and triggered emails have a high open rate.
These emails also enable you to engage with consumers on a more personal level.
Connections may be made easier with behavior-triggered emails. They let you to connect with consumers without having to think about it, assist with reader conversion, and perhaps increase the lifetime value of current clients.
You may not know it, but you get these kinds of emails on a regular basis.
Have you ever received an email from a website because you haven’t checked in or made a transaction in a long time? This is a behavior-based email.
Furthermore, you may send triggered emails for a variety of purposes, including to welcome readers, re-engage them, and promote goods or services.
In addition, depending on your industry, there are a variety of solutions for sending effective trigger emails. Intercom.io is for B2B, GetVero.com is for marketers, and Klaviyo is for e-commerce.
4. Make Subscriber Tags Work for You
Subscriber tags allow you to include personal CTAs in your email content as well as use them to send triggered emails.
You may tag subscribers using this method depending on their actions, such as visiting a particular page on your site or clicking on a link.
Then, using matching tags, send emails to recipients.
Because you can segment all of your processes with only one email, this method saves a lot of time.
This is a feature that most email list providers, such as ConvertKit, provide.
5. Make the Right Inquiries
Asking questions to your audience is a simple method to begin segmenting them. It’s a simple technique, but you have to ask the right questions.
Customers, for example, may be asked:
- What drew them to your site in the first place?
- What made them decide to use your service?
- What are the most pressing issues that they need assistance with?
These questions may immediately reveal what you’re doing well (or poorly), and they make sending targeted emails a snap.
But don’t be too generic. Customers may be enticed with emotional appeals, emoticons, comedy, and gifts to help you stand out.
Alternatively, you might ask for people’s opinions. People want to know that you care about what they have to say.
6. Add “Recommendations for You” to the list.
We’ve previously discussed several email customization methods; now it’s time to go a little further.
Start customizing your emails by suggesting further purchases or activities based on a reader’s previous purchases or actions.
With its “Frequently Brought Together” upsell feature, Amazon is well-known for this, while Netflix employs a similar strategy to entice consumers to watch another movie.
It works because readers like the “recommendations” if they’ve previously enjoyed comparable products.
Instead of attempting to reach all of your readers with a single promotion, send it just to those who have shown an interest in a relevant subject.
You may accomplish this in any business by recommending goods and services that are relevant. To boost sales, consider offering a discount.
7. Make Use of Landing Pages and Optimize Them
Yes, email customization can help you increase the number of people who open your emails. The ultimate aim, though, is to turn readers into consumers.
To do so, make sure the landing sites you link to correspond to the concepts in the messages you send.
Consider what would happen if Amazon gave out product recommendations without any links to the real goods. Doesn’t it seem pointless?
As a result, you should include as many relevant landing sites as possible in your emails. Make sure the landing page is relevant to the consumers you’re targeting and their current purchasing stage.
8. Incorporate a sense of urgency
There are many tools available to assist you in incorporating dates and times into your emails.
This is an excellent strategy for increasing engagement since limited-time offers emphasize urgency, which motivates individuals to take action.
You may build up to a paid offer by generating a feeling of urgency. Just make sure your consumers don’t forget to order or hesitate to do so. That’s why coming up with a unique deadline is so successful.
Are you considering using this strategy? Templates are accessible online, or your mailing list provider should have one.
You may also include countdowns for sales, product debuts, and giveaways into your emails.
Create customer personas.
A customer persona is a fictional character that represents your ideal customer. Companies utilize them to determine the characteristics of their ideal client as well as their typical behavior.
You’ll have a better understanding of who your consumers are and what they need from you if you go more detailed with these personas. Finally, by meeting their requirements, you may strengthen your company and increase email personalisation.
Customer personas are created utilizing a variety of data sources. Rather of asking a single question, you may categorize clients based on a combination of characteristics and behaviors.
Your personalities could look like this after they’re finished:
There are many step-by-step instructions on creating personas available to assist you in developing them according to best practices, including:
- determining who your target market is
- seeing the world through the perspective of your consumers
- By doing research, you may get a better knowledge of your consumers’ wants and problems.
- utilizing information about your target audience’s internet habits, likes and dislikes, and so on
- Using email customization methods to cater to the desires and requirements of your consumers
10. Make use of time zones and location.
It’s no secret that some times of day are better for sending emails than others.
For example, your clients may prefer receiving an email at 8:00 a.m., while they may prefer receiving one at 5:00 p.m.
However, it’s unlikely that all of your consumers are in the same place. They may be located all over the globe, in various time zones, and may be getting your emails at inconvenient hours.
How do you get around this? By using your clients’ information to deliver emails at the most optimal times.
Personalization at the moment of delivery is simple to set up with a few clicks, and businesses like MailChimp make it possible.
11. Make Your Company Unique
You don’t have to restrict email customization to your customers’ information: you can also personalize your brand.
Customization has the potential to make a significant impact in your company’s success rate, and it’s not difficult to execute. You just need to make a few adjustments, and many of these can be automated.
Nike is a great place to start if you’re looking for inspiration. Welcome messages and emails are sent out by the brand for:
- birthdays
- seasonal marketing initiatives
- promotions
- confirmations of orders
- this week’s hottest deals
Test things like conversational tone, phrases like “we” and “I,” and making your emails seem as though they came from a real person. Customers react positively to it.
12. Make a list of milestones
Another successful email customization technique is to mark client milestones.
It demonstrates to your customers that you are aware of their accomplishments and that your business values them. As a result, consumer involvement improves, and they feel appreciated.
The following milestones are worth noting:
- the first anniversary of your customer
- a client’s birthday
- the amassing of a certain amount of points
- completion of a course or something related
13. Illustrations
A picture is said to be worth a thousand words. To put it another way, a single picture may better convey an idea than a paragraph of words.
People nowadays prefer to skim through emails on the move, so keeping your communications brief is critical, but it’s not only about that. Your consumers may be influenced by imagery in a variety of ways.
Marketers may use images in their emails to create an emotional connection with their consumers, encouraging them to take action and perhaps influencing their purchasing choices.
Another benefit of photographs is their adaptability.
Images may be used for a variety of purposes, including displaying goods, demonstrating the advantages of a specific product, and just brightening a customer’s day.
There are just a few things to think about.
The following images must be used:
- eye-catching
- engaging
- relevant
You may also customize pictures for individual consumers based on their data, preferences, and geography.
14. Make Contact with Customers
Cart abandonment, minimal interaction, and a lack of follow-up all have an impact on your revenue. Email customization, on the other hand, may help you overcome these obstacles.
Reaching out to consumers may help them get back on track and avoid leaving their shopping cart. You might, for example, send
- if your abandoned basket sends a promo code
- a discount on something that a client looked at but didn’t purchase
- an email inquiring as to why they didn’t purchase and providing help
- three days following their appointment, a follow-up email
After that, get involved.
Sending out email lessons or anything similar is a good idea. Look at your data to discover how your consumers utilize their purchases and where they most need your assistance to customize these communications.
Finally, be sure to follow up.
- Is your consumer aware of all the benefits that their purchase provides?
- Are there any features you think they should add?
- Is there anything special about the product or service that may make a buyer’s life easier?
Yes? Then follow up and help them with their issues!
15. Pay Close Attention to the Details
You may utilize email personalisation in addition to the areas previously mentioned by:
- A/B testing various email versions
- depending on client data, altering the copy of an email with each click
- dealing with any prior encounters
- as well as a call to action
- dividing your target market into groups with comparable interests or uses for your product
Personalization of Email Most Commonly Asked Questions
Is it possible to personalize emails?
Emails that are tailored to your clients are more successful than generic ones since they are more likely to be read and resonate with them.
How long does it take to customize emails?
Customized emails may boost engagement and improve the user experience, so it’s worth the additional effort.
What is the cost of setting up customized emails?
The cost of implementing email personalisation is often determined by two factors: the quantity of emails you need to send and the plan you choose.
What kind of emails should you tailor?
You may customize promotional and transactional communications.
Conclusion on Email Personalization
Email personalisation is a technique that may help companies increase their return on investment. It is one of the most effective marketing channels, and many small and medium-sized firms rely on it to expand.
In addition, this strategy may boost client loyalty and conversion rates.
However, if you don’t approach things correctly, you won’t see any results.
If you want to increase conversions, you need to go beyond utilizing a customer’s first name in your email personalisation. Adapting to various time zones, meeting consumers’ desires and requirements, and utilizing images are all examples of this.
In summary, email personalisation may make your consumers feel valued, and valued customers are more inclined to buy from you.
Do you personalize your emails for your campaigns? Which methods have proven to be effective for you?
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