What is email personalization? 8 tips for personalizing your email
Email personalization is one of the key factors to increase email response and sales. Here are 8 tips for email personalization.
James has six years' experience as a Content Marketer, bylines on Left Foot Forward, Submittable, and INOMICS, and a Master's in History. In his free time he likes to read, play guitar, and write for his personal blog.
Recent advancements in technology have been a boon for working professionals. One significant tool has been the power of email marketing to generate leads and gain new clients.
To make sure your messages continue to be read and engage the customer with your brand, email personalization is key.
Research suggests that email personalization increases click rates by 14% and improves conversions by 10%.
But what exactly is email personalization, and how does it work?
What is email personalization?
Personalized email is the use of information you already know about a certain client or subscriber to tailor the message specifically for them.
More than just addressing the client by name, it involves sending out messages with relevant and timely content that your client will want to click on.
Specific data on a customer that’s typically used in email personalization include their age, geographic info, last product purchased, and last page visited.
8 Tips for personalizing your email
Here are some more tips on how you can create more personalized emails:
Use sign-up forms to ask questions
To begin personalizing emails, you’ll need to collect the right information from your prospects. A good place to start is to include questions in your sign-up forms.
Your questions should be simple so that you’re able to find out the customer’s needs and interests.
For instance, a digital marketing company may ask subscribers to select the services that interest them and what their monthly budget is.
Be sure not to inundate visitors with multiple, in-depth questions. This is an easy way to scare prospects off before they complete the form and join the email list.
Understand the contents of previous emails
Taking a look at former email campaigns can help you collect important information for personalizing your emails.
This will help you identify the kind of content subscribers like best. It can be either informational or promotional content, or perhaps it’s both. You’ll also want to look at what were the popular send times for your campaigns.
Many also find it useful to segment their email campaigns using data like location, gender, and a potential client’s role in an organization.
While you don’t want to immediately send new subscribers surveys after they sign up for your emails, strategically using surveys can help you collect new information about your subscribers.
For instance, it might be a good idea to add a survey at the end of a welcome email.
The survey may ask recipients about the kind of information they would like to get in their newsletters and what time they prefer to receive messages.
This will allow you to further segment subscribers and send even more personalized messages they’ll want to read.
Schedule emails to be sent in the recipient’s time zone
Another simple and effective way to personalize your emails is to send them in the recipient’s time zone. If you send emails to clients in London and you’re based in New York, you need to make sure your emails aren’t arriving in the middle of the night.
Certain email extensions offer you the ability to send messages in your recipient’s time zone which boosts your open rates and allows you to get more from your email strategy.
Use dynamic content
Dynamic content allows you to personalize certain parts of an email to better engage with specific recipients. Dynamic content is simply being able to give different content to different people.
For example, if you have ever received an email from a company like Priceline, you know the top portion of the email contained a link to the nearest airport.
It typically reads something like “Lowest Fares from Atlanta!”
The great part is you don’t have to create several different campaigns to use dynamic content. You only have to create a single email campaign to show different messages to subscribers.
Integrate your email with other platforms
When you connect your email to other sources of data such as your CRM or your e-commerce platform, you’ll be able to create more in-depth subscriber profiles and send out more personalized emails.
You’ll be able to access purchase history and demographic data to create personalized messages based on past behavior to send related product recommendations.
For example, once you purchase something on Amazon, they will send you a confirmation email suggesting additional items you might want to buy.
Link to personalized landing pages
Be sure to add links to personalized landing pages in your email campaigns. If you receive an email saying “click here to see Lowest Fares from Atlanta,” you expect to be redirected toward a page with that content.
Your personalized landing pages should work the same.
When your email recipients click on the links and CTAs in your message, they expect to be shown information that is specific to their needs. This, of course, gives customers the confidence to make a purchase and helps you boost your conversion rates.
Automate your email strategy
One of the best things you can do to better your personalized email marketing is to automate your messages.
You can set emails to be sent to recipients when they perform certain actions.
For example, you could set a trigger on an email if they renew their subscription with you, or when they reach a milestone in a reward program.
Automated emails allow you to provide customers with the exact information to buy a product, or re-purchase it if they are already a customer, without you having to constantly send manual emails yourself.
For example, hotel chains like Hilton and Mariott will send automated emails to reward members when they reach a new tier, enticing them to take a vacation and stay with them.
Improve your email campaigns with Mailbutler
Mailbutler offers you customizable email marketing solutions that can help you engage more customers by utilizing automated, personalized messages from within your own email platform.
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