Email personalization refers to sending relevant content to your email subscribers. It is the process whereby you use personal information from the subscribers (examples: name, gender, occupation, location, purchase history) in order to send them targeted emails. This adds a personal touch to your emails and increases open rates and conversion rates.
Watch the video: How to personalize emails in email marketing
Personalization of email is not just about adding the first name and/or the last name of the subscriber to your emails. It is about giving them what they need when they need it. When you address the needs of your subscribers in a timely manner, then they feel that you get them. Email personalization is one of the best tools for driving conversions.
Why email personalization is important:
- Increases open rates and click-through rates. Personalization helps you to send targeted and relevant email campaigns to your subscribers. People who receive personalized emails are more likely to open them and click the links provided. This in turn increases conversion rates.
2. Builds relationships and increases engagement. It is important to concentrate on building relationships when doing email marketing. Email personalization helps your subscribers feel valued and understood and they become more engaged with your content.
3. Improves the experience your subscribers have with your brand. When you personalize emails, you increase your subscribers’ satisfaction. This helps you gain loyal clients and brand ambassadors.
4. Increases the revenue you get from your business. People who have a good experience with your brand are more likely to buy your products or services.
How to personalize emails
In order to personalize emails the right way, you have to know how to collect the right data. Without the right data, your email personalization efforts will not be successful. In addition, once you have collected the data, you need to know how to use it.
- Use the recipient’s name in the email. This is the basic and most common email personalization technique used. Addressing your subscribers by their names makes the email feel personal. However, personalization goes beyond using the subscriber’s name.
2. Collect the right information, for example: a) Gender – This helps you send targeted content to either men or women. You can create a campaign specifically for women or men and send it to them.
b) Date of birth – This can help you send timely birthday wishes to your audience. In addition, knowing the age of your subscribers helps you send targeted emails to a specific age group.
c) Occupation – If you target people in a certain occupation, it is important to make it clear so that you avoid sending emails to people who are not in your target occupation.
d) Email preferences – This allows your subscribers to choose the frequency of receiving emails and the type of content they want to receive from you.
e) Other information you can collect and use for personalization include location, the interests of your audience, purchase history and website activity, and sign-up source.
The right information will also help you send personalized emails on special occasions like birthdays and anniversaries. This helps you celebrate your subscribers’ milestones.
3. Segment your email list. Segmentation helps you personalize your emails by grouping your subscribers into segments based on certain similarities like gender, occupation, and interests. Email segmentation increases open and conversion rates and decreases unsubscribe rates. It helps you send targeted and timely messages to the right people.
4. Include your name in the sender’s field. When writing your emails campaigns, there is a field where you fill out who the email is from. Do not just write the company name, instead, also include your first name. When people see your name in their inbox, they are more likely to open your emails.
5. Know how to write good subject lines. Spark curiosity and a sense of urgency in the subject line. The subject line should be relevant to the content of the email. In addition, consider adding the recipient’s first name to the subject line to boost open rates.
6. Set up behavior-triggered emails. This helps you send your subscribers automated emails based on their specific engagements with your website or landing page. You need to set up specific triggers that will activate the email automation process based on the specific actions of your audience. Examples: Sign-up form triggered emails, abandoned cart triggered emails, purchase confirmation emails, and re-engagement emails.
7. Personalize your email copy. Write straightforward, friendly, and personalized email copies. Use simple easy to understand language. Use the information you have collected from your subscribers to create relevant personalized content.
Adding personalized information such as name, age, location, and preferences to your email copy makes the email feel personal and improves user experience. This type of dynamic content helps you to deliver messages with a personalized touch to different email subscribers.
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