8 Email Personalization Techniques That Work for Every Marketer
Standing out in a crowd is the philosophy of email personalization. If you don't send suitable emails among the hundreds of emails that people receive every day, you can get lost.
Emails that appeal personally are essential for getting the recipient to open them. Once they've become acquainted with you, they'll look forward to receiving new offers in your future emails.
Businesses witnessed a 56 percent increase in revenue from generic to personalized communications. It's no wonder that every business and brand wants to be the first to capitalize on the personalization trend.
What is Email Personalization?
Email personalization is about making your campaign more focused and relevant to individual customers. It is a broad phrase that encompasses a variety of levels of sophistication.
The use of a subscriber's name in the subject line, for example, is the simplest example of email customization. On the other hand, more radical approaches could include altering the email's content based on a subscriber's gender, location, or additional information you have.
Personalized emails are, without a doubt, a force to be reckoned with in the world of e-commerce!
“Personalized emails increase click-through rates by 18% and conversion rates by 5%.” - Segmentify “Marketers see an average increase of 20% in sales using personalization.” – Monetate
Given those astounding figures, it's clear that tailored emails are crucial; people like to be individualized. Here are some of the benefits that come along with email personalization:
Improves the quality of your emails.
Emails are infamous for crowding inboxes. That narrative changes for the better as a result of personalization. Marketers had no choice but to amp up the "number game" of their emails to ensure maximum success in a world where personalization had yet to arrive.
They may now see 2x to 3x improvements in the results by sending half as many emails. This is because customization enables them to send targeted communications based on the client's profile and persona, vastly increasing the relevance of their communications.
Significantly Lowers unsubscription rate.
No one likes irrelevant emails in their inbox. For example, if you send emails about a discount running in a London store to a person who stays in Canada, it's evident that the person would unsubscribe. On the other hand, customers offering relevant products or content of their interests will look forward to your emails.
Hence, maintaining a good database for each customer and personalizing your emails based on the relevant data can lower unsubscription rates.
Reduces Operational Cost.
Marketing communications can be time-consuming and costly. It's difficult to speak to a broad audience with a restricted number of words. That implies you'll have to spend some time determining the appropriate tone and words. Moreover, the preparation and editing of the email campaigns then delivering them through proper channels requires a lot of manual labor and time.
You can reduce manual labor by setting up automated email campaigns. Personalized emails provide dynamic information entirely dependent on real-time data gathered from recipients' online activities. Simply, all you have to do is create the campaign and leave it to run its course.
Personalized emails will automatically detect the most relevant goods for each customer and send them out at the appropriate time, saving you time and effort.
Strengthen Customer Relationships.
Sending emails with the right content improves consumer relationships and has proven to leave a “strong” impact on customers. Personalization carves new ways to engage with customers resulting in more revenue in the long run.
Personalization initiatives deliver measurable advantages by 87 percent of marketers, with top benefits including higher conversion rates, improved customer experience, and more customer engagement.
Boosts conversion rate.
Businesses that implement email personalization have a conversion rate that is four times greater than the usual eCommerce conversion rate mentioned on Google Analytics. The conversion ratio is calculated on Google Analytics by dividing total transactions by the total unique sessions received from various marketing channels.
This indicates that customers who receive tailored email campaigns are four times more likely to purchase than customers who receive other marketing channels because they are already presented with the most relevant products and can make a decision right away.
Personalized emails tend to generate six times more sales than generic email campaigns.
Personalized email content based on onsite data from each customer can generate a six-fold increase in revenue compared to standard bulk emailing efforts. Each customer's onsite history informs the products recommended in tailored communications. Thus, they're chosen individually, depending on their interests. To put it another way, customers enjoy what they see and buy.
Personalized email campaign sessions also tend to last shorter as the customers can directly go to their desired product page on your website and proceed to checkout.
Segmentation- The base of personalization
Segmented and targeted emails bring in 58% of all revenue. – DMA
Segmenting the target audience is the first step to take towards creating a personalized email. Segmenting is the practice of dividing the in-hand audience into different groups based on location, gender, interests, preferable time to open the emails, etc.
According to a study of Mailchimp users, segmented data campaigns resulted in a 14.37 percent rise in open rates and a staggering 67.48 percent increase in clicks.
We got the basic idea that forming distinct groups of clients with diverse communication procedures is very important. The question lies, where to go about creating these groups in the first place? When you take a closer look at your customers' purchasing patterns, segmentation seems easier. For example, asking the customers for 'yes' or 'no' questions helps get insights into what they might be interested in. Guiding them through your website based on these data will help them get familiarized with your products or services. After you have the prospects sorted out, it's time to start personalizing for each of those categories.
In this way, email list segmentation enables you to deliver exceptional customer experiences by allowing you to communicate with your customers through hyper-personalized emails.
Email Personalization Techniques
Email personalization, when appropriately applied, can make your consumers feel valued, and valued customers are more inclined to buy from you.
Here we have covered the basics of advanced personalization techniques and discussed how to apply them in your strategies:
1. Using Name
Using the recipient's first name is one of the most basic and prevalent email personalization techniques. It is bound to get their attention, but be careful not to overdo it.
72% of consumers say they only respond to messages aimed directly at them.
When they sign up for your email list, a prompt to enter their name adds a personal touch to the email copy. This email from Red Lobster demonstrates personalization using names:
2. Subject line
Emails with personalized subject lines are 26% more likely to be opened. After all, subject lines are the first thing your recipients see when receiving your emails. This makes it one of the most important aspects of email marketing.
The subject lines vary depending on the industry and audience. They need to be engaging, catchy, and intriguing while nudging towards personalization.
Avoid titles that make it look like spam. Instead of making the subject generic, including a piece of information that shows it was explicitly meant for your prospect will increase the chances of your emails getting opened.
3. Behavioral trigger email
It's sad to see a potential buyer leave the website or app after adding something to the cart. Personalization can help you get that buyer back by implementing behavioral trigger email.
Customers' interactions with your products or services prompt automated responses in the form of behavior-triggered emails. It reminds them of what they missed out on!
Sending them a reminder, offering a coupon for the abandoned items, or assisting them to see what trouble they ran into while placing the order can get their attention back.
If a customer has not logged in for a long time, behavior-triggered emails can also re-engage them. Email can be sent to tell them that they are missed or offer discounts to take them back to your website.
Compared to standard emails, trigger emails have a 152% greater open rate. They are an effective communication tool that converts passers-by into loyal customers.
4. Email signature
An email signature is another approach to build a good rapport by adding details about the sender to feel familiar with the company. The final piece of the sales puzzle might be your email signature.
A well-designed, professional email signature boosts engagement and credibility. Your website URL is right there in front of them, mentioned in your signature template, so they don't have to go searching for your brand.
However, your email signature should be professional, well-optimized, and engaging, not just overloaded with irrelevant information.
5. Recommended for you
Recommendation emails always get attention. We hardly ever miss out on clicking on any notification or emails that recommend more of what we like. For example:
Based on the customer's past purchases or what they have been browsing for a long time, recommend your customers more products. You can send them a list of relevant items, including the price and delivery time.
Suppose you are a website that sells movie tickets. In that case, you could try and send emails for upcoming movies, along with their trailers, to increase the conversion rate and provide information regarding the movie. It will get customers to come back to your website and check out the movie tickets from there.
6. Counting milestones
Embracing each part of the journey the customers spend with you puts a highlight on your website. For instance, if someone has their birthday, send an email to wish them and some special offer for the day as a gift. Or if a customer completes a year with you, send them an appreciation email for being a valued customer.
Such emails encourage them to stay connected with you and show you care about them.
Show, don’t tell. Personalize your emails with an image or illustration to showcase your product or information related to it. People tend to retain more information when provided with a mixture of visual and textual facts.
You might use various features and images created specifically for the target audience to connect better with them.
8. Ensuring a clear CTA
The CTA button is the most engaging technique used in an email. These buttons guide the prospects and customers to take the next step. It can direct your readers from the email to the target page. It can be a blog you want them to read, a recently added feature, a product page, to the checkout page, a feedback form, or a social media post depending on your campaign.
Personalization is one of the most effective ways to induce emotions, which encourages consumers to buy. When you personalize your outbound sales emails, they will appear more appealing and natural.
Wrapping it up
Now that we have a basic understanding of what email personalization entails. It's your chance to shine, so go ahead and add a couple more methods if you're feeling extra creative. Email personalization doesn't start when you hit the keyboard to write an email; it's a process that has evolved and continues to evolve beyond simply addressing your recipient by name. Tailoring emails with the right approach at the right time will allow you to go and grow a long way.
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