Personalization of Marketing Emails

Personalization or using content that makes it appear as though the message was created specifically for a particular recipient is a great way to connect with recipients and to keep them engaged.

Personalization also leads to positive results as sending the same email to the entire database does not work anymore.

Personalization is also a very difficult marketing strategy to get right.

The types of personalization may be different but all customers expect tailored communications.

There are many ways of personalizing an email message as given below.

Personalize Subject Lines

Marketers have been personalizing subject lines for some time and they continue to do so.

Spammers have started to use first-name personalization in subject lines to draw the attention of recipients and persuade them to open messages.

This has reduced the effectiveness of first-name personalization but it is still worthy of being tried. There are other ways to personalize subject lines.

A bookseller may send an email offering a discounted rate on books but the email can be personalized for the recipient who has expressed an interest in historical fiction.

Purchase History

If the data a business has is deep enough to help identify the target audience based on purchase history, it should be used.

This only leads to personalized offers but also gives the business an opportunity to encourage loyal customers to make repeat purchases.

American Apparel uses a ‘We miss you’ message in their mails. This helps to re-engage subscribers.

Get Creative

There are different ways to reach out to a customer. The content can be creative. Customers can be sent anniversary greetings of being a customer. Birthday greetings can be accompanied by a discount coupon.

Marriott’s emails create their messages based on the membership status of their subscribers. If shopping carts are abandoned online, follow up mails can be sent to enquire if customers faced any issues.

They can also be offered small discounts that may help to remind customers that they need to complete their purchase. Animations and interactive elements can also be added.

Value the Time of Customers

Messages should be sent to customers when they are ready to read it.

A business should ensure that it knows the best time for its emails to be opened.

This is where an email marketing platform comes in handy.

An email marketing platform helps to track the date and time when the messages are read. This data helps a business to send messages at the right time.

Different time zones and holidays should also be taken into account.

Pay Attention to Sender Details

The content of emails should not appear generic or robotic.

Recipients should feel that there is somebody behind email campaigns that they can reach out to if they need more information.

The sender should hence have a name so that they become a familiar person.

Matthew Caiola serves as CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.

With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.