What is email personalization? 9 tips for personalizing your email
Email personalization is one of the key factors to increase email response and sales. Here are 9 tips for email personalization.
James has seven 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.
9 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.
9. Personalize your emails with artificial intelligence
New AI software like Mailbutler's Email AI Assistant can be a big help and a huge time saver when you're composing emails. Simply enter a few keywords and ask the AI to craft a personalized email for you, and it's done almost instantly. Enter the name of your recipient, their interests and their relationship to you and have your message written for you. After the email has been crafted, you can then make any further edits you need to - such as being more specific with the personalization than the AI is able to be.
The Mailbutler Smart Assistant can also respond to messages you've received, improve your spelling and grammar, and find tasks and contacts from your messages.
Email Personalization FAQs
What is email personalization?
Email personalization is the process of tailoring messages for specific clients by using data such as age, geographic info, last product purchased, and last page visited. Personalized emails increase click rates by 14% and improve conversions by 10% according to Campaign Monitor.
To personalize emails, you can use sign-up forms to ask questions, understand the contents of previous emails, send surveys, schedule emails to be sent in the recipient's time zone, use dynamic content, integrate email with other platforms, link to personalized landing pages, and automate email strategy.
Mailbutler is an email management tool that provides customizable email marketing solutions for automated, personalized messages from within your email platform.
How do I personalize my email?
To personalize your email, you can use the information you already know about the recipient to tailor your message specifically for them. Here are some tips for personalizing your email:
- Use sign-up forms to ask questions that will help you gather information about the recipient's needs and interests.
- Understand the contents of previous emails to identify the kind of content subscribers like best.
- Send surveys to collect new information about your subscribers.
- Schedule emails to be sent in the recipient's time zone.
- Use dynamic content in emails to give different content to different people.
- Integrate your email with other platforms to access purchase history and demographic data.
- Link to personalized landing pages in your email campaigns.
- Automate your email strategy to send automated, personalized messages to customers based on criteria determined by you.
By personalizing your email, you can make it more engaging for the recipient and increase the likelihood that they will take action on your message.
Is email personalization good?
Yes, email personalization can be very effective for engaging customers and improving click-through rates and conversions. By tailoring your email messages to each recipient's interests, preferences, and behavior, you can make your emails more relevant and valuable to them, increasing the likelihood that they will engage with your brand and take the desired action.
Studies have shown that personalized emails have higher open rates, click rates, and revenue compared to non-personalized emails.
What is a hyper-personalization in Email?
Hyper-personalization in email refers to a highly customized email message that goes beyond using just the recipient's name or basic personal details. It involves using a wide range of data points such as browsing history, purchase behavior, interests, location, and more to create highly targeted and relevant emails that address the individual recipient's specific needs and preferences.
Hyper-personalized emails can result in better engagement, increased open and click-through rates, and more conversions.
Email personalization examples
Here we can share a few examples of how other companies are personalizing their emails.
Why do we like it?
Firstly, it begins with a friendly tone, which can make you feel special. Secondly, the fact that your name is used in the message can make it feel more personal and individualized for you. Thirdly, the sender introduces themselves and their role, which can help create a sense of trust and confidence in their message. Lastly, the assurance of continued support can help you feel more confident to use their product.
Plus they are using a GIF from the TV show "The Office", that can grab the attention of the client.
They are casually reminding you that you have not used their product, and they are sharing articles to help you out. Plus they are mentioning the benefits and credibility of the product.
Overall, the sender understands their potential pain points and is offering a solution tailored to their needs.
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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