6 Email Personalization Techniques That Go Beyond a Name
- Ask the Right Questions.
- Build Customer Personas.
- Make Use of Location and Time.
- Set Up Automated Behavioral Trigger Emails.
- Personalize Your Business.
- Match Personalized Emails and Landing Pages.
How do I personalize my email with my name?
To personalize an email in Gmail with a recipient’s name add the following merge tag to your email using the *Name* button on the editor.:
- Open the text block to edit and click the *Advanced* button on the editor.
- Click the *Name* button and %(first_name | fallback:”REPLACE THIS”}% will be inserted in the body text.
What are the different types of personalization?
Types of Personalization in Marketing
- Segmentation. Segmentation requires identifying a subsegment of people within your larger audience.
- 1-to-1 Personalization.
- Email Personalization.
- Personalized Web Pages.
- Product Recommendations.
- Boost ROI.
- Increase Engagement Rates.
- Connect with Customers.
What are Personalised emails?
A personalized email is an email sent by companies using subscribers’ data to provide them with more relevant offers and ensure a positive communication experience.
How do you put your name in an email?
If you’d like to get someone’s attention in an email message or a meeting invite, you can type the @ symbol, followed by their name, in the body of the email message or a meeting invite.
How do I personalize my Gmail name?
Add or change a signature
- Open Gmail.
- In the top right, click Settings. See all settings.
- In the “Signature” section, add your signature text in the box. If you want, you can format your message by adding an image or changing the text style.
- At the bottom of the page, click Save Changes.
What is personalization strategies?
A personalization strategy lets you identify segments of visitors with distinct preferences or needs, and then create targeted experiences for them. This article provides a high level overview of the strategic decisions you will make when using Optimizely Personalization.
What is personalization technology?
In eCommerce, personalization is the process of creating individualized shopping experiences and interactions. As such, personalization technology encompasses the variety of software tools that collect, store, and manage customer data in order to orchestrate individualized experiences.
What are the two key methods of personalization?
2 Main Types of Personalization: Which is Right for Your Brand?
- Segment-Based Communications. Retailers use rule-based personalization to target experiences to both broad and narrow segments of shoppers.
- Individualized Experiences.
- Rules and Algorithms Together.
What is a hyper personalized email?
Hyper-personalization in emails includes all the data you collected about a customer without his or her knowledge.
How do you personalize a cold email?
8 Ways to Personalize Your Cold Emails
- Mention Where You Found Each Prospect.
- Highlight Technologies They Use.
- Prove That You’ve Researched their Company.
- Let Them Know You Saw Them in the News.
- Look Into Their Hiring Plans.
- Bring Up Your Most Relevant Case Studies.
- Mention Relevant Social Media Activity.
How do I personalize an email with the recipients name in Outlook?
Send Personalized Mass Emails Using Outlook Mail Merge
- In the Mail Merge Contacts screen, select Only selected contacts.
- Click OK, and then Microsoft Word will open up for you to compose a message.
- The Insert Greeting Line box pops up.
- It’s worth noting that at this point, you can also enter additional fields.
What do you put in an email before your name?
Adding a closing like “Regards” or “Sincerely” before your name is a polite way to end a message. CONSIDER YOUR RELATIONSHIP WITH THE RECIPIENT You should stick to professional email closings when corresponding with anyone related to your job search.
6 Email Personalization Techniques That Go Beyond A Name!
Even in today’s technologically savvy day, many firms still employ a minimal level of customization in their email correspondence. Only 5 percent of organizations are now utilizing this technology in their email campaigns – not because marketers are unaware of its importance, but rather because they are unaware of the most effective methods to use it effectively. Making your email communications more personal involves include your customers’ data and information, which makes them feel more valuable!
- Increased open rates: Personalized emails have been shown to increase open rates by as much as 26 percent. Create a subject line that is directly engaged with your readers, and watch as your open rates soar to incredible heights. Encourages participation: A customised email is an excellent tool for increasing your company’s interaction with clients. The special treatment you provide to your consumers will make them feel valued, and they will instinctively interact with you on more occasions. Increased revenues: When email content is tailored, it has the potential to increase revenues by 760 percent. Consequently, they raise the perceived worth of your items, increasing the likelihood that customers would purchase from your company.
Personalizing emails entails much more than simply include the recipient’s name in the subject line. Don’t be concerned! This piece of text has the key to resolving your suspicion. Let’s have a look at and learn about six email personalisation approaches and how to put them into practice, aside from simply using a name.
1. Ask a Kosher Question!
A straightforward method of segmenting your audience is to ask straightforward questions, such as why someone subscribed to your website, why they became a user, or why they were a visitor. It will not only make them feel cared for, but it will also supply you with valuable information that you can use to develop targeted email communications. For example, the website PaperStyle, which specializes in wedding planning, was receiving an underwhelming response to emails from prospective customers.
For this reason, they developed a method for making their emails more individualized in order to circumvent the situation.
Based on the responses from consumers, they adjusted their emails for different targeted groups.
Paperstyle’s open rates have increased by 244 percent as a result of this.
2. Time Optimize Your Emails
In the same way that television advertisements have a prime time to capture more attention, your emails will be more successful if they are delivered at the appropriate time. Receiving an email on the debut of a new product or the newest deal in the early hours of the morning may be appreciated by your customers. You may run A/B tests to determine the best timing to send an email. Furthermore, because your consumers may not all reside in the same geographic area, the time zones may fluctuate depending on where they are located.
For example, BustedTees was sending emails to all of its members at the same time, regardless of where they were located at the moment.
Results were impressive, with click-through rates increasing by 11 percent and sales increasing by 8 percent as a result of the campaign, according to the company.
3. Provoke Responses
These are automatic responses to questions regarding how customers are interacting with your product or services. They assist you in communicating with prospects, particularly when they are experiencing difficulties in making a purchase. It can be very useful for sending out abandoned cart emails. This customised email strategy may be used for a variety of purposes, such as to welcome people or to promote items, among others. Furthermore, there are other programs available that can assist you in sending a triggered email, such as CBT Mass Email Sender, which you can try out.
4. Personify The Brand
Don’t limit your personalization to simply utilising and obtaining client data; instead, go beyond that. By creating a personal connection between your business and your clients, you can make your brand more memorable. This will not only help you learn more about your consumers, but it will also make them feel like they are part of a family when they purchase with you. For example, Hubspot experimented with a way to become more personable in order to improve client engagement. They sent out two emails, one from the firm itself and the other from a member of the marketing staff, respectively.
Apart from sending an email from a member of your company, you can also employ a casual and conversational tone in your email messages by include the words ‘I’ and ‘WE’ in your communications.
5. Affix Your Landing Pages!
Personalization, on the other hand, can increase your open rates, but the ultimate aim is to turn them into readers. For this reason, when sending emails to prospects based on their preferences and recent purchases, be sure to include a link to your landing page that will allow them to contact you more simply. For example, Nuffield Health wanted to increase the number of people who subscribed to their services, so they added landing sites to their customized emails. It was decided to create diversity by building a variety of landing pages for a series of customised targeted emails that were sent to different segments.
6. Coax An Action!
Customers may take immediate action by entering dates and times as the deadline, which is a valuable tool for them. Statements such as “Try this course within 10 days and receive a free course” or including a “Buy Now” button in your email will motivate your consumers to take rapid action on your offer. These limited-time deals will increase client interaction and push them to make purchases or take other actions that will benefit your company.
If you want your clients to keep purchasing from you and for conversions to improve, simply delivering them a named customised catchphrase will not suffice! Using the other tactics described in the preceding article can help you increase your return on investment by orders of magnitude. For those who do not want to go through all of these steps and want to get right into getting remarkable results from their email marketing campaigns, CBT Mass Email Sender is the most effective email marketing software available on the market.
It will customize your emails in minutes, and it will provide you with extremely interesting content for the body of your email messages.
6 Email Personalization Techniques That Go Beyond a Name
We are living in an era characterized by individualization. Shutterstock.com We have a wealth of information at our fingertips, but we don’t always take advantage of the opportunities it presents. Many organizations have been exceedingly hesitant to embrace the concept of personalized service. In fact, it has been observed that just 5 percent of businesses tailor their products and services substantially. That is a very low estimate of the population. So, what is it about our marketing methods that prevents us from incorporating personalization?
Marketers appear to recognize the importance of customization, as 94 percent of organizations believe that it is vital to their present and future success.
The fact that 60 percent of marketers agree that they struggle to customise information in real time indicates that there is some ambiguity about how to go about implementing it.
There are a variety of very basic, but smart, techniques to personalize your emails that go beyond simply include your name in the message body.
1. Ask the Right Questions
Simply asking the correct questions will help you segment your audience for the purpose of personalisation in an easy and efficient manner. Asking consumers their reasons for visiting your website, becoming a member, or subscribing to your email list may be a surprisingly simple but quite effective exercise. It can provide you with valuable information that can help your company deliver very targeted emails to customers. Take a look at how this works in practice. In the case of Paper Style, a wedding-specific website, they were receiving a dismal response to their emails.
They were well aware that not everyone was joining their site for the same purpose, yet they were all receiving the identical email from the site’s administrators.
“What are you preparing for?” they simply inquired of their consumers.
Customers were assigned to one of two distinct timeframes based on their response, and they were each received five different emails that were specifically tailored to their group.
Paper Style’s open rate jumped by 244 percent, and its click-through rate increased by 161 percent, compared to the same period last year. It was a brief and simple inquiry, but it made the emails lot more customized, and it appears to have been successful for the company.
2. Build Customer Personas
As we’ve seen with the Paper Style example, segmenting your clients is a successful strategy. However, employing consumer personas, it is possible to go much farther. Customer personas are created by analyzing a large amount of data. If you want to group clients together based on a variety of traits and actions they conduct, you may do so without asking a single question, such as Paper Style. An example of a case study that demonstrates the importance of client personas comes from the B2B sales and marketing company NetProspex.
They classified each consumer into one of three personas based on his or her internet usage and download history.
A lead’s behavior, for example, would identify them as a “Christina” (as seen in the photos above), which would alert the company that the lead was more engaged in Demand Generation.
The company NetProspex witnessed an increase in email open rates of 111 percent after deploying customer persona-based marketing strategies.
3. Make Use of Location and Time
The fact that some times of the day are preferable to others when it comes to sending emails is not a secret anymore. Customers may respond better to emails sent at 8:00 a.m. than to emails sent at 5:00 p.m., depending on the time of day you send them. In any case, we are certain that you have A/B tested this and determined the best time to send your emails. However, it’s likely that not all of your clients are in the same place at the same time, or that they are responding to emails at the same time.
- Why not leverage your clients’ data to send your emails at the most appropriate moments to remedy this situation?
- They were sending out a single email to all of their subscribers at the same time, regardless of where they were located, just like so many other firms.
- The brand realized that what they were doing was not working.
- With the goal of delivering emails that are received at an acceptable time for all subscribers, they began segmenting their subscribers into different time zones.
- local time to ensure that they arrived in inboxes on time in every time zone.
- Working with marketing and sales, they set out to send an email at a time that was convenient for the recipient in order to have the greatest impact.
- The company used customer data to assess subscribers’ historical open histories and then sent an email at the moment when the subscriber’s inbox was most likely to be accessed.
- The response from customers was considerable, as the firm saw an increase in click-through rates of 11 percent as a result of the campaign.
Sales were also favourably influenced, resulting in an 8 percent increase in email income over the course of one night, demonstrating that time is critical for emails.
4. Set Up Automated Behavioral Trigger Emails
Behavior-triggered emails are instantaneous responses to the way your customers are interacting with your product. When Facebook sends you an email because you haven’t logged into your account for five days, that is an example of a behavior-triggered email. They are extremely effective. If you aren’t already using them, you should start right away! When compared to traditional emails, trigger emails have a 152 percent higher open rate than the latter. They are an effective means of communicating with customers and converting window shoppers into long-term customers.
- Additionally, depending on your industry, there are a variety of specialized tools available for sending effective trigger emails.
- Analytical software Moz sends out unexpected but ingenious trigger emails that are a shining example of how to personalize a marketing campaign.
- It just alerts them that there is fresh data to see.
- It’s a brilliant use of behavior triggers, since it attracts users back to their website and gets them utilizing the product.
5. Personalize Your Business
Not all forms of personalization need the use of your customers’ personal information. You may also make your brand more unique. Adding a personal touch to your business may help to smooth the edges of big business and create a more human connection between you and your customers. HubSpot is an example of this in the workplace. They conducted a number of tests in an attempt to make their emails more personalized and to improve consumer interaction. They experimented with sending two emails. Among those who attended were representatives from HubSpot, a marketing technology startup.
- It came from a member of the marketing department.
- The click-through rate for the company’s email was 0.73 percent, according to the data.
- The email sent by a real person was shown to be more likely to be opened and clicked on.
- Although HubSpot’s experiments with customizing their emails were successful, you may take things even farther to make your company more informal and personable.
A conversational tone, pronouns such as “we” and “I,” and making your emails appear as though they are coming from a real person are all things to consider when writing your emails. Customers respond positively to it.
6. Match Personalized Emails and Landing Pages
Although customizing your emails is an important step toward more successfully targeting your customers, there is more that your company can do to help them achieve their goals. You may use a combination of tailored emails and landing pages to increase your success rate even further. Not only should your email and landing page have a consistent appearance and text, but they should also both include the same tailored call to action for the consumer in the same language. As a result, the consumer will have a more unified experience, which will increase their likelihood of converting because you will be displaying them tailored information based on their data.
Their goal was to boost membership memberships and produce more leads through the use of targeted emails and landing pages, which they achieved.
Similarly written material with the same purpose was included in both the emails and the landing pages, which were both designed to convert clients based on their individual interests in the company.
They moved from having a 1 percent conversion rate on previous efforts to having an 8 percent conversion rate now.
Get Started with Personalization
Personalization is effective, as seen by the case examples presented above. It encourages clients to interact with your company and might help you improve your email marketing methods. It’s also a realistic marketing approach for your company to implement. Concentrate on the information about your consumers that you already have or could obtain, and consider how it may be put to use. It’s easier than you think to get started right away. If you have any queries concerning personalisation or if you know of any more excellent instances, please share them in the comments section below.
a little about the author: A content developer at SparkPage, a technology that allows marketers to test and enhance their customer lifecycle messaging, Emma O’Neill has written for a variety of publications.
You may follow her on Twitter and Google+, among other social media platforms.
10 Email Personalization Techniques Your Recipients Will Appreciate
In 2020, over 306 billion emails were sent per day throughout the world, with the amount predicted to rise to over 376 billion by 2025.
Impressive. What’s more, how can you keep your receivers’ attention for long enough so that they will participate with your email marketing campaigns? Combining both basic and complex email personalisation strategies is a good idea.
Ask The Right Questions
Personalized emails necessitate the collection of information. However, it is not just any data. The correct information. For this reason, be certain to obtain accurate information about your leads/subscribers/customers in order to create highly-personalized email messages that are beneficial to both you (the email marketer) and the receiver. The most effective strategy to find out about someone’s information is to immediately approach them. The most often used method of gathering information is through the use of a sign-up form.
For this reason, my initial name is frequently used in the greeting or subject line of emails, and I receive a large number of them.
Will you still come if there’s nothing to draw attention to yourself?
Inquire about the number of subscribers –
- Date of birth
- And the reasons for – are all required.
- Signing up, making a purchase, becoming a member, and visiting your website are all examples of user actions.
Making a purchase, becoming a member, or simply viewing your website are all examples of actions that constitute participation.
Segment Your Audience
Participating in a survey; making a purchase; becoming a user; viewing your website;
The “From” Name
The sender of the email has not been identified. Is this a real person? Is it a corporation? Do you have a pug as a pet? People are more inclined to trust and engage with an email that comes from a real person rather than a brand, based on the findings of my study (which, believe me, was substantial). Making your first name the “From” section can help to give your company a face and personality that recipients can identify and relate to. At the end of the day, the “From” field is the first and most noticeable feature of your email that recipients will notice while scrolling through their email inbox.
Tip of the day: If you’re looking for a way to save money, consider donating to a good cause.
Rule of thumb for the “From” field– Newsletter = the name of your company An account manager’s name is represented via the sales email (or sales rep) CEO or CMO’s announcements or performance = (if recognisable) Do you have various account managers for different customers?
This is the most enjoyable part. When you use professional email marketing software (such as EmailOut), you can customise your email with a few clicks and then you’re done.
The Subject Line
In this case, who is sending the email? What if it’s a genuine individual? Is it a business? Having a pug as a pet is an option. Throughout my study (which, believe me, was thorough), I’ve discovered sufficient proof that individuals are more inclined to invest their faith in and engage with an email that comes from a real person rather than a brand. Making your firm more human by including your first name in the “From” area can help recipients connect with your company. At the end of the day, the “From” field is the first and most noticeable part of your email that recipients will notice while scrolling through their inbox.
Tip of the day: If you’re looking for a way to save money, consider donating to a worthy cause.
Rule of thumb for the “From” field – Your company’s newsletter is spelled out as Account manager’s name in a sales email = (or sales rep) CEO or CMO updates on company news or performance (if recognisable) Do you have distinct account managers for each client?
Here’s when it gets very good.
The Email Copy
Your email copy serves as a channel for dialogues with other people. Surely you’ve heard of the phrase “Catch-22”? Is there a well-known literature or film? Anyhow, here’s a sample from the book to whet your appetite: Please accept my heartfelt greetings from Mrs, Mr, Miss, or Mr and Mrs Daneeka: Words fail me when I think of your husband, son, father, or brother who was killed, injured, or reported missing in action. I was overcome with emotion and anguish. What is it that sticks out? Did you happen to notice something?
That’s why you’ve worked so hard to acquire as much information as possible on your target audience from the beginning.
Custom fields (merge tags in EmailOut) allow you to leverage all of the information you have recorded on your leads/subscribers/customers (i.e.
Several considerations to bear in mind while writing your email text include:
- Regardless of the business you work in, keep your email text welcoming and personal while avoiding the use of jargon at all times. Humor may be used to great effect, since it is a wonderful icebreaker and will make your emails appear as though they are coming from a friend
- Use acquired data to produce content that recipients didn’t even realize they needed until you showed it to them. In a nutshell, provide pertinent information, offers, advice, and so on.
Pro tip: When writing your email text, be mindful of the tone you’re establishing. Not wanting to overload your receivers or appear too impersonal is important. Find a happy medium.
In order to personalize specific elements of your campaign, such as the text, visuals, and/or call-to-actions, dynamic content will allow you to make any changes to your email copy based on the leads/subscribers/customers’ information (i.e. preferences, age and gender of the recipients, location of the recipients, occupation of the recipients, etc). (CTAs). In addition to images, animated gifs, graphics, and cinemagraphs are all crucial visual parts of any email marketing campaign since they enhance the language in the email.
Including unique graphics that your target audience can connect to can give your campaign a more personal touch while also increasing your click-through rate by 29 percent.
For example, using phrases such as “here’s your free trial” or “A free trial specifically for you” rather than “start YOUR free trial” will have a significant impact on your conversion rates.
Using alt text for your images is really important, especially for your top picture, because it is what email clients will use as a preheader if you haven’t created one yourself.
Adidas’s Originals series email campaign uses dynamic content to promote products that change based on the gender of the subscriber, ensuring that each recipient sees the most relevant and appealing product that will entice them to convert.
Browsing and Purchase History
In the unlikely event that your website does not live in some obscure, undiscovered corner of the internet, you are most likely receiving a reasonable, healthy quantity of relevant daily traffic. The path that visitors take through your website provides valuable information that may be used to better your email customization efforts. Take, for example, the humble cookie. These cookies can be used to track website visitors’ browsing habits and to send them personalized emails that are targeted to the items and services they have viewed on your website.
Your customers’ purchasing history may be used to create relevant and customised email campaigns that will encourage additional sales by promoting cross- or up-selling product/service suggestions to each individual consumer on your email list (s).
What if I told you that automated behavioural-triggered emails yield 70% greater open rates and over 150 percent higher click-through rates than regular emails, exactly because they are hyper-personalized in nature? Automation of behavioural-triggered emails (also known as “email automation”) may sound difficult and intimidating to some, so we’ve broken it down into its most basic terms. Although it is one of the most advanced techniques of email personalisation, it is also one of the least frightening.
For example, an email sent in response to an abandoned cart, maybe giving a discount or other reward in exchange for completing the purchase, might entice individuals to return to the purchasing process.
Setting up this procedure, on the other hand, is totally dependent on your choice of email marketing software.
- Acknowledging new subscribers/customers
- Attracting additional customers
- Cart abandonment emails
- Purchase confirmations
- Better targeting and personalization
- Increasing return on investment (ROI)
- Increasing conversions
- Increasing brand awareness and decreasing the likelihood of mistakes.
As far as personalisation goes for businesses and subscribers/customers, a behavioural-triggered email is about as personal as it gets when it comes to email marketing. As the master of this specific email customization method, Netflix reigns supreme with their automatic suggestion letters that are based on your “watched” history–
The Power Of Milestones
Inboxes are crowded, and there is tremendous competition for them. It has gotten more difficult to sort through the overwhelming amount of email. A well-timed tailored email campaign, on the other hand, may generate attention and engagement. This is when the use of milestone emails comes in handy. Anyone who enjoys a good party should be applauded. Milestone emails will help you build even more personal relationships with your audience as they progress from new subscribers/customers to seasoned and loyal subscribers/customers.
By demonstrating to your audience that you know more about them and their likes and dislikes (than simply their first name), you gain their trust and affection.
Interesting fact: The CEO of EmailOut celebrates two birthdays.
It’s a fascinating tale.
He was born in the month of March in the 1970s, which also happened to be Easter Day that year (you know, the celebration of Christ’s rebirth!). As a result, he has two birthdays and twice the possibility to get milestone mailings — assuming that marketers are astute as to have recognized this.
You’ve probably pondered why some email marketing companies provide landing pages as a part of their service. Their flavors complement one another like peanut butter and jelly, turkey and cranberry sauce, meat and horseradish, vegetarians and lentils, and so on. You can’t have a very successful and profitable marketing campaign until you combine email marketing with landing page creation. With email marketing and landing pages, the benefit is that you ALREADY have the email addresses and enough information about your audience — where they signed up, potentially prior purchases, products/services they browsed, demographics, and the like – to make informed decisions.
Your personalized email will have a certain amount of anticipation on the part of the receiver when they click through to read it.
Furthermore, by combining tailored emails with equally customised landing pages, the receiver will have a more cohesive experience, increasing the likelihood that he or she will convert.
Email Personalization Stats
Subscribers and consumers are inundated with email personalisation, from Netflix to Spotify to Amazon and everywhere in between. These illuminating statistics will demonstrate exactly how effective email personalisation can be –
- Consumers are dissatisfied and annoyed by businesses who send impersonal, irrelevant email advertisements, according to a recent survey. Customers are more inclined to purchase from a brand that gives individualized, relevant offers and recommendations, according to 91 percent of consumers. Consumers will quit buying from businesses that have inadequate personalisation practices, according to 63 percent of them. Personalized emails generate six times the number of transactions as standard emails. 53 percent of marketers believe that email customization has a moderate to major influence on revenue. Segmented, highly tailored, and incredibly targeted email campaigns earn 58 percent of all income. Eighty-eight percent of customers say they are more likely to respond favorably to an email if they believe it has been customised (personalized) precisely for them. A personalization of email subject lines results in 62 percent of all emails being opened. Email customization is the most successful marketing approach for client acquisition and retention, according to 62 percent of marketers
- Personalized email marketing yields an average return on investment of 122 percent
To be effective at email personalization, you must be able to distinguish your Jacks from your Jills, as well as send relevant, beneficial, highly-targeted, personalized content that your audience would want to receive and expect. It is essential for email marketers to have this tool or they will bombard their subscribers/customers with impersonal, irrelevant, generic, and, frankly, frustrating email campaigns that will leave a negative impression on them. Don’t even get me started on the dreadful email marketing metrics that will be generated in the aftermath.
Do you really want people to convert, or do you just want them to be happy?
Keep in mind that perfecting your email personalization strategy will take some time.
Are you ready to get down to business?
Highly recommended further reading –
1) Creating marketing emails is a necessary skill.
Email Automation: Dispelling Common Myths (No. 1012) 3 Common Mistakes to Avoid in Email Subject Lines 4 10 Different Types of Customer Engagement Emails 5)Checklist for an Email Marketing Campaign (PDF versionhere)
7 Email Marketing Personalization Techniques for Every Marketer
Your consumers check their email messages to see what they have to say. They are inundated with email marketing, and their fingers are flying all over the place, sending the emails directly to the garbage folder, left, right, and center, without ever even seeing them. But hold just a minute, they see something that is relevant to them – a deal for the PlayStation 4 that they had been looking at! And just like that, you’ve captured your clients’ attention by delivering them highly targeted emails that they specifically requested to receive from you.
What is Email Personalization?
Email personalization in email marketing is a method in which email marketers use subscribers’ data within their emails to create the impression that the content is tailored specifically for the intended receiver, which in this case would be your subscribers. It is possible to get several benefits from personalized email marketing. Each and every one of your email marketing KPIs will improve as a result, and you will see a 6x increase in sales returns compared to normal bulk email campaigns. Personalizing your emails is essential in today’s highly competitive business world.
Email Personalization Techniques
If you want to start tailoring your email marketing, we’ve put up a list of seven email personalization tactics that your company may use to get started right away.
1. Segment your audience
Segmentation is, without a doubt, one of the most significant developments in email marketing since the invention of the medium. Breaking down your email lists helps you to send out more relevant, targeted, and customized emails to your subscribers. If you do this correctly, you will discover that you are receiving:
- Unsubscribers have decreased in number, as have open rates and clickthrough rates.
Increased conversions are the result of improving the factors listed above. When you think about segmenting, the first thing that comes to mind is the fundamentals of age, gender, region, and buyer persona. However, there are a variety of techniques to segment your email list that are both creative and original, and, most importantly, can help you improve your email marketing stats in the process. In-depth analysis of customer purchase behaviour and segmentation based on purchasing frequency, purchase cycle, change in content engagement level and consumers who recommend your company are all possible.
Client segmentation improves nearly every single important email marketing measure you can potentially analyze, including opens, clicks, bounces, and unsubscribe rates.
2. Personalize Your Sender Details
This is a terrific way to infuse some personality into your email correspondence. When you personalize your emails, such as by addressing the receiver by their first name, your emails sound less generic and dull, and they are perceived more favourably by the recipient. By making this easy alteration, you are providing your organization with a face and a personality that subscribers can identify with and identify with. Due to the overwhelming amount of marketing and newsletters that consumers get, emails that are sent from a genuine person – rather than the company’s ‘Marketing Team,’ are more likely to be believed (and hence opened) than emails that are sent from a generic sender without a personalized sender.
They discovered that include the name of the sender as well as the name of their organization enhanced the open and click-through rates of their email messages.
Rather of using the sender name ‘Marketing Team’ and sending it from the’[email protected]’ email address, you might instead use the sender name ‘Joe Bloggs’ and send it from the ‘[email protected]’ email address.
3. Product Recommendations
The fact that this appears to be a fairly simple kind of email personalisation does not detract from its effectiveness when done correctly. Email marketing, on the other hand, may go horribly wrong if done incorrectly. Customers may become frustrated and feel like they are being pursued if your advertisements appear on a regular basis. The most effective strategy to address this is to send highly targeted emails to engage and convert prospects through the use of tailored advertisements based on their buyer behavior and preferences shown.
Ever since its founding in 2000, Amazon has been at the forefront of product recommendations.
The ability to provide product suggestions is not limited to those who work at Amazon.
4. Special Offers
A well-targeted, customised special offer may increase click-through rates by 14 percent when it is sent to the right audience. Marketers may create a series of offers that are tailored to certain consumer profiles by segmenting their customer data. Consider sending a promotion on children’s clothing to subscribers who have already purchased children’s clothing or toys within the last six months, as an example: Alternatively, you might provide a discount on men’s apparel to exclusively the guys on your mailing list.
Whichever the cause, it is quite effective.
You have complete freedom to be as inventive as you want with your data.
5. Behavioral Triggering
Behavior-based triggering is being used to great effect by the most skilled email marketers nowadays. Despite the fact that it appears difficult, it is only a series of automatic email responses depending on how customers are interacting with your items. Beyond the initial welcome email, behavioral triggering allows you to reconnect with clients and upsell them on further goods. Perhaps you should experiment with a form builder that interfaces with messaging applications to allow for automatic responses?
For example, when a visitor makes a purchase on your website, a trigger sends them an order confirmation and receipt automatically. According to MarketingSherpa, 39 percent of email marketers discovered that this was the most successful method for generating leads.
6. Milestone Emails
It’s difficult to sort through all of the email junk. An email sent at the right moment can elicit responses. Milestone emails can be sent out in response to certain occasions, such as a subscriber’s birthday or the anniversary of their membership. Developing relationships with your consumers as they progress from being a new subscriber to becoming a seasoned and loyal customer of yours is essential. As a result, each stage of the customer lifecycle necessitates that your company respond in the appropriate manner, such as sending a welcome email to customers who have just enrolled.
Aside from helping you establish a long-term relationship with your subscribers and making them feel like valued customers, milestone emails may also help you increase sales.
Customers’ retention, response, and conversion rates are all increased as a result of personalized milestone emails, which are an excellent method to engage customers.
7. Re-engagement Emails
No matter how much time and effort you put into establishing a fantastic list, the truth remains that portion of your audience will unavoidably cease engaging with your efforts at some point. This might have a negative impact on your statistics as well as your sender reputation. Re-engagement emails are a great technique to get your subscribers back on your mailing list or to remove them from it entirely (though the first one is preferable). Re-engagement emails are sent to subscribers who have been inactive for a period of time.
It is inevitable that some may opt to unsubscribe from your email list, which is not ideal, but it is a normal part of the lifetime of an email list.
Wrapping it up
Personalization of email marketing is critical in boosting the performance of email campaigns, and we don’t think you’ll need much more persuading than that. The only thing left to do now is get started on it. And, in order to put your email marketing customization tactics into action, you’ll need an effective email marketing software like SendX on your side. It is simple to use and reasonably priced, and it comes with a 14-day free trial (No credit card required). You should keep in mind that it may take some trial and error to determine what works best for your company’s needs and what your consumers respond to, but once you have adopted email marketing personalisation, you will see the benefits immediately.
1) What exactly is email customization in the context of email marketing? Using email personalization in email marketing is a method in which email marketers use subscribers’ data into their emails in order to make the content appear as if it was created just for the receiver.
2) What are the various personalisation approaches used in email marketing and how do they work? The following are the numerous email personalisation approaches that are used in email marketing:
- Personalize Your Sender Details
- Product Recommendations
- Limited-time Special Offers
- Behavioral Triggering
- Milestone and Re-engagement Emails
- Segment Your Audience
In email marketing, what is the significance of segmentation in terms of personalized messages? You can create more relevant, targeted, and customized emails if your email lists are segmented properly. It also aids in the achievement of improved open rates, increased click-through rates, a drop in unsubscribers, and, eventually, higher conversion rates. 4) How can I make my email marketing more personalized than merely using the customer’s name? To customize your emails beyond simply include the customer’s name, here are some email marketing customization suggestions:
- When you’re obtaining a subscription, be sure you ask the correct questions. Make use of the subscribers’ geographic location and time zone
- Activate real-time responses to the way clients are interacting with your product (automatic behavior-triggered emails)
5) What exactly is behavioral triggering in the context of email marketing? It is the technique of sending emails to consumers in real time based on how they are using a product that is known as behavioral triggering in email marketing. A nice example is the email sent after a shopping cart is abandoned.
The Ultimate Guide to Personalized Email for Every Marketer
If you use email marketing solutions of the highest quality, such as Campaign Monitor, you may tailor practically every aspect of your email marketing campaigns, employing strategies that vary from the simplest to the most complex. We’ll go through each of these strategies in detail so that you can get a sense of the range of options. It is certainly feasible to begin with a simple strategy and gradually progress to more complicated strategies as time progresses. The aim is to employ personalisation in both large and little ways to provide value to your consumers’ interactions with your company.
Basic Email Personalization Tactics
The majority of marketers that employ simple customization techniques are trying to conduct email newsletter marketing campaigns. Some simple approaches can help them gain better outcomes from their efforts and raise their engagement metrics, even if they don’t have the resources or bandwidth to devote to email customization.
1. “From” name
When your campaign appears in your subscriber’s inbox, the name of the person who sent it is one of the most noticeable parts of your campaign. A wider text area and a stronger font are used in this field on many desktop and mobile email clients, to aid recipients in immediately identifying who they are receiving emails from before they read them. Given its popularity, it should come as no surprise that 68 percent of Americans say they make their decision whether or not to open an email based on the person who sent it.
Sending marketing campaigns from the specific sales representative or account manager who is presently working with a certain account is one example of how this might be used.
If you are a Campaign Monitor user, you can accomplish this quickly and effectively by utilizingPersonalization Tags in your emails.
Then, when you send out your campaign, the information you have stored in your email list will immediately take its place, saving you time (i.e., the name of the sales representative who is working with the account).
2. Subject line
The subject line is the second most visible element in the inbox, after the name of the person who sent the message. To make the subject line stand out amid the other features in the email, most devices display it in a darker, heavier font. It’s certain that your selected subject line will have a big impact on open rates, and our research shows that include the recipient’s first name in the subject line may raise open rates by as much as 26 percent. When Converse uses the subscriber’s first name in the subject line of their email campaigns, the campaign stands out in the inbox and encourages people to open it.
In the case of Campaign Monitor customers, you may accomplish this through the use of Personalization Tags.
Then, when you send out your campaign, the information you have stored in your email list will immediately take its place, saving you time (i.e., the first name of the subscriber.)
Medium sophistication email personalization tactics
The use of medium sophistication personalization strategies by marketers is allowing them to build deeper relationships with their customers. They are also going toward marketing that is more focused and results in even better levels of engagement.
1. Email content
In addition to personalizing the “from” name and subject line of your email campaigns, there are several ways in which you can customise the body content of your email campaigns to make them more relevant to subscribers and enhance the likelihood that they will click through to your website.
The initial name, company, and even the t-shirt size of your subscribers are all information that may be used to simply customise the text in your email campaigns if you have that information recorded in your email list. For example, adding a subscriber’s first name to an email is a frequent practice. Take, for instance, this example from Sephora, which added the subscriber’s first name in order to address them more directly. While first name customization may be the most obvious example, it is by no means the only thing you can do to make your website more personalized.
Dropbox accomplishes this admirably; they even include the subscriber’s company name to elevate the level of personalisation and boost the relevancy of the email for the reader.
Simply choose “Insert personalization” from the drop-down menu, and you’ll be presented with a list of all the different Personalization Tags that are available.
When you send out your campaign, the tags will be immediately changed with the information you have saved in your email list, saving you time (i.e., the first name of the subscriber.)
In addition to dynamically changing the content in your email marketing campaigns, you can also dynamically modify the graphics in your email marketing campaigns to better appeal to certain subscribers. Increase your email click-through rate by incorporating visual elements into your message. We also experimented with dynamically modifying the graphics to reflect the subscriber’s geographic area in a recent campaign. It was decided that customized pictures were superior than generic images by testing them against a generic version (with only one location-independent image) to determine if personalized images were more effective than generic images.
We attribute this rise to our personalized images.
Simply choose the photographs you desire to modify, and then select the section of your list for which you want them to appear in the personalized version (i.e., subscribers in Australia).
4. Dynamic content offers
Marketing-savvy companies are combining demographic and regional data to tailor the offers they provide to individual customers. When sending an email, you have the ability to dynamically update chunks of text to make the overall campaign more relevant and enticing to subscribers. If you have male subscribers, you could want to show them menswear, while you have female subscribers, you might employ this technique. Adidas used this tactic in their email advertisements for the Originals line, and it worked well.
If you’re a Campaign Monitor customer, you can simply accomplish this in the email builder by selecting the appropriate option.
You may use email marketing personalisation and automation to get clients who have already connected with your brand to return again and again. For example, St. Jude Children’s Research Hospital routinely sends reminders to prior contributors in order to re-engage them. It is automatic that they will receive a message six months after making a donation to remind them of the effect of St. Jude Children’s Research Hospital and to urge them to contribute again. Sending an email campaign to inactive subscribers and asking them if they still want to hear from you is an effective way to re-engage them.
Recall that this should be a high-impact email that has the greatest content and the best offer possible because this may be your last opportunity to wow your subscribers.
Jude is able to send these emails because of the information they gather when a gift is made.
Saint Jude raises the possibility that a contributor will make a repeat gift and keeps their organization at the forefront of their audience’s minds by sending a proactive reminder email.
Advanced Sophistication Email Personalization Tactics
When it comes to marketing for specific use cases, marketers that are employing customer journeys and automation, in addition to other more advanced approaches, may apply customization techniques that draw on data from various sources to create a highly individualized experience for customers. They may be collecting information on customers through their email service provider, customer relationship management system, e-commerce platform, website behavior, and other third-party apps. Marketers that have access to this wealth of information may use behavioral segmentation to create dynamic segments based on a consumer’s involvement with their brand across a variety of channels.
It serves as the foundation for developing a highly customized approach.
1. Product recommendations
Through the incorporation of a customer’s recent purchases or browsing history into their email marketing campaigns, marketers can take advantage of customer behavior to create relevant, engaging email campaigns that increase sales through product recommendations that are tailored to each individual recipient on your email list. Retailers and e-commerce sites may now easily generate real-time, one-to-one tailored content that speaks directly to the person in order to build a long-term relationship with that consumer and boost the lifetime value of that client.
Towards the bottom of this piece of an order confirmation email from Nordstrom is a section that provides product recommendations based on things the consumer viewed but did not purchase: Brooklinen sends an email with photographs of items that the customer has recently explored but has not purchased, informing them that the sheets they looked at are still available by clicking on a simple call-to-action button on the email message.
They even feature a promotion for free delivery.
2. VIP loyalty
In order to reward its most loyal clients for exceeding a certain spending level, Sephora, a cosmetics firm, use marketing automation to send them a series of special offers on an automated basis. They use automation to guide their consumers through a customised experience that is suited to the individual subscriber’s behavior. A client who has reached VIP status, for example, will receive a different email than a customer who has not reached the expenditure level. Sephora then continues the consumer’s journey based on how the customer responds to each communication.
Integrations with systems such as Shopify allow you to take advantage of the rich customer data to develop customized and timely email marketing campaigns for your business.
3. Purchase abandonment
The fact that someone has placed an item in their shopping basket does not always imply that they will purchase it, as every online retailer and e-commerce corporation understands. Across the globe, the percentage of abandonment of digital shopping carts is 74.3 percent. This corresponds to around one out of every four carts being “checked out.” No matter if the client changed his or her mind, became sidetracked, or just ran out of time, it’s comforting to know that you may still attempt to entice the customer to return by utilizing email marketing and automated processes.
When this occurs, Birchbox immediately sends an email to the customer reminding them that they still have goods in their shopping basket.
4. Behavioral segmentation
Company in the travel industry Flight Centre aggregates information from several sources, including email, social media, and back-end systems. Flight Centre uses this information to generate highly focused categories based on the interests, behavior, and engagement with their marketing assets of their customers. Finally, based on those segments, Flight Centre creates automated client journeys that include tailored holiday offers in order to encourage more reservations. A sample of a customised offering is seen below, together with dynamic graphics tailored to an individual persona (in this case, someone interested in cruises).
- Imagery and information that is tailored to the individual
- The imposition of a deadline creates a sense of impending doom. Personalization: first name, consultant with whom you have previously worked
Flight Centre noticed a significant improvement in their metrics after using behavioral segmentation.