Consumers are now in control and expect relevant, personalized content and experiences. How can email marketing personalization meet these expectations?
Standing out in a crowded market requires treating customers like individuals rather than leads. Studies show personalization is king, with 8 out of 10 people more likely to buy from brands that cater to their needs.
Marketers know that personalization is their top priority, and with good reason – it boosts engagement and sales.
The key takeaway? Everyone can benefit from sending more relevant, personal messages that resonate with customers. Find out some of the email personalization best practices and some of the strategies that go beyond merely starting the email with the recipient’s name.
Why is personalized email marketing relevant?
Here are three good reasons:
Increases open rates:
Personalization is an excellent way to increase your open rates. Personalized emails can improve your open rates by a whopping 26%. Your subject line is your first chance to make an impression, so make a good one. To make an impression that elicits an open, make it as personal as you can.
Drives engagement:
Email personalization is probably one of the best ways to drive engagement. Which is why marketers all over are adopting it. Everyone loves to be heard, and when you show your customers that they are valuable individuals through personalization, they will engage with your emails more.
Increases revenue:
Email personalization can increase revenue by as much as 760%. The simple reason behind this is that people spend money where they are appreciated.
Now, let’s look at how to implement email personalization in your email marketing.
7 Email Personalization Strategies that go beyond a name
Segment your email list
Among the best strategies for personalizing emails is to split your email list into segments. It thus signifies segregating your contacts according to similar traits, such as location, gender, or job title in an organization. The criteria you choose will vary according to the industry you are in and the goals of your campaign. However, the fact that you have included this information in your emails will make your subscribers feel that you are reaching out on a personal level. It will result in a surge in your email engagement and a high possibility of them doing your desired action.
Personalize based on browsing history
Another exceptional method of making your emails unique is by using the data of your subscribers’ browsing history. Through these cookies, you can know what products users browsed on your website and email them about those products afterward. This personalization technique is especially suitable for cart abandonment emails and emails that promote accessories for recently purchased products. If you aim for your customers to come back to the shopping abandoned cart or to trigger cross-selling, then personalized email marketing according to the browsing history is a top-notch strategy to apply.
Use triggered emails
Email automation is an influential way to create personalized emails for marketing purposes. You can send emails automatically by setting and defining the criteria you need. Triggered emails, also called behavioral emails, are a terrific method to make the subscribers feel as if you know them because you send them emails based on their actions. Triggered emails are sent automatically when particular actions are performed, such as clicks and likes. The studies show that emails sent at the right time and to the right people can be effective, and 77% of marketers have seen an increase in email engagement over the last 12 months. It is not as tricky to configure triggered emails as it may appear to be.
Talk like a person, not a bot
It is always nice to personalize the email to the recipient by sending it from an individual, not the whole business. The chances of having trust and establishing a connection with emails that look like they originated from one particular individual are higher. Most people claim that the “From” name notably affects the decision to open an email. To make the emails more personal, use a real name in the “From” field and think about adding their picture instead of a company logo or avatar.
Celebrate important anniversaries
It is a reflection of the fact that all people love to have their anniversaries celebrated. You can personalize it even more by using the facts you know, like the specific date of every relationship with your subscribers. It may also comprise their birthday or the day of celebrating their joining your service. Anniversaries are a good tool to use to make your emails more personal and thus to be able to strengthen the bonds with your subscribers. They are more likely to reply to your emails and participate in your promotions, which can result in the growth of your email campaign revenues.
Use personalized content
Your emails are what generates the conversion. You can increase conversions by customizing your content according to the users’ needs. Here are a few tips:
- Keep a friendly tone and make it casual, no matter what your industry is. -Avoid jargon.
- Employ humor, for example, you can make your emails sound like they were from a friend.
- Use the existing data on your customers to create content that is relevant to their needs.
Through personalized content, you can be sure that your subscribers will wait for your mail and see you as a credible source for the products or services you offer.
Leverage dynamic content
Dynamic content is a new method of tailor-made emails. It lets you put the information in a message for each recipient. Dynamic content is why your emails show different content to different people. The concept of dynamic content is that people like certain types of content, and hence, it changes according to the user’s preference. You can make your subscribers feel more connected to you and your customers by showing them their favorite content in their emails. Keep in mind that the essence of email personalization is the delivery of the customer with the information pertinent to them. Dynamic content helps you to reach this aim by modifying the content for each recipient.
Wrapping it up
Email personalization has grown and continues to evolve beyond merely addressing your recipient by name. Big data has risen, and marketers are now better equipped to be personal with their subscribers. The benefits of personalizing your email are huge, and that is why you must follow email marketing best practices. Personalizing your email strategy can help you stay ahead of your competitors.
