Personalization

What is email personalization?

But before digging in, let’s understand what email personalization is. In the context of content marketing. Email personalization is targeting an email campaign to a specific audience by using the data and information you have gathered about them, such as their interests (products or services they like), behavior (no. of app visits, last purchase, demographics (gender, age, location), etc. And let’s face it, we all love to get special treatment from brands that we have subscribed to, such as they telling us about what other products we might be interested in based on our previous choice, or asking us if everything is okay, since we abandoned the cart and closed the website. So, personalized emails go a long way.

What is personalized email?

Since the concept of email personalization is quite clear now, let’s see what exactly a personalized email is. There are basically three main elements that make up a personalized email:

1. Relevance

A personalized email consists of content relevant to the subscriber. For example, if a subscriber is interested in DIY projects, sending them an email newsletter about easy DIY wall ideas increases the likelihood of the reader interacting and engaging with the email.

2. Timely

A personalized email is always timely, because, by gaining insights about the subscribers’ behavior pattern, you know the kind of content they need at a particular stage of their customer journey with you. 

3. Sent directly from a person

As opposed to an email coming from a business, people are more likely to relate to an email sent from a person. So, the use of names and faces in emails can create an instant connection. 

Email personalization tactics

Personalization tactics tend to develop deeper connections with your customer and create high levels of engagement. Here are a few personalization strategies to make your email campaigns successful. 

1. Catchy subject line

Personalized emails increase the open rates by 26%. Bold, dark, and heavy subject lines tend to stand out among other details of the email. Choose a subject line that is conversational, intrigues interest, and raises questions to attract the reader. Besides, emojis are said to have a great impact on the open rates of emails as well. 

2. Re-engagement

Email marketing personalization and automation can encourage customers who have already interacted with you to come back. For example, sending automatic reminders to subscribers to avail offers, special promos, etc. or asking for feedback. It is one of the best ways and the finest chance to impress your subscribers. 

3. VIP loyalty programs

Developing special offers for loyal customers is a great way to personalize emails for conversion. Marketing automation sends a series of VIP offers to the best and most loyal customers once they’ve reached a special status, triggered by a certain purchase value. 

Personalizing your email improves click-through rates by 14% (source: GetCRM).
Email personalization shouldn’t be your first priority—a good list, a compelling offer, and a clear message are all far more important—but it can be an easy way to further improve the results of an already solid campaign. Personalization can make your emails even more effective when you have detailed information about your prospects, such as company name, city, or other information you can find in the BWise prospect database.

https://www.youtube.com/watch?v=tlExCQnwk5Y&list=PLdg4YtrtIzukZpfbfIeN_1Ttm1RlDoXzo&index=13