A personalized email is an email sent by companies that use subscriber data to provide them with more relevant offers and ensure a positive communication experience.
Personalization means a lot to email marketing, as it allows you to send more relevant emails based on the personal information users voluntarily share when they sign up for an email newsletter. There is a wide range of options for personalized email usage: from mass emails with custom subject lines to behavior-based trigger emails such as abandoned cart emails, reactivation emails, and birthday emails. .
the video explains step by step how to send personalized emails in sendpulse.
- increases ROI. If you master personalization in your email campaigns, you can expect to see 5-15% increase in revenue.
- results in better engagement. according to accenture, 91% of people are more likely to buy from companies that send personalized emails. if you invite people to your webinar and add a photo of your city to an invitation email, positive emotions will likely do the job.
- improves sender reputation. a high level of engagement that personalization adds to email marketing results in fewer spam complaints and lower unsubscribe rates. has a positive impact on the deliverability of your email and ensures a better sender reputation.
- It encourages users to share personal data. 83% of consumers are willing to share their data with brands if they allow personalization, according to a study by Accenture. in return, brands must be transparent and fair about how they use this information. Let’s say a middle-aged male user signs up for newsletters from an online travel gear store. during signup, the store should inform you that it will use your gender and age information to send exciting email campaigns.
- increases open rates. other than sender name and preheader text, open rate is primarily determined by the subject line. personalized subject lines lead to 50% more opens, and this technique is easy to implement. people must enter their name in the signup form, so you can add a {{name}} variable to the subject line when creating an email campaign. “richard, don’t lie to me, tell me where have you been?” — could be the subject of a reactivation email.
- helps create relevant content. companies that know a lot about their subscribers demonstrate their products and services more creatively and appealing, adapting them to the right audience. for example, it’s a good idea for the sports store to offer discounts on baseball equipment if a person shows an interest in major league baseball.
- meets subscriber expectations.When people sign up and provide you with personal data, they expect a personalized approach from you, and ignoring that fact gives your audience a frustrating experience and raises a question about trust.
all of that is possible with sendpulse. you can quickly bring your wildest ideas to life with the customization tools.
The philosopher’s stone of email marketing is to create completely personalized emails, totally individual to each subscriber. Though still a dream, personalized emails already allow businesses to implement a consumer-centric style of communication, so check out some helpful tips and best practices for creating your personalized emails:
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segment your mailing list. segmentation is a method of dividing subscribers into different groups that have something in common, such as gender, age, location, preferences, etc. find out which segmentation strategy suits your business. if you sell surfboards in the usa In the US, it’s a good idea to segment your customers based on geography. there are more surfers on the west coast than on the east coast, so approach these audiences with different weather conditions in mind. here is a guide where you will discover the variety of segmentation principles. sendpulse allows you to easily add segments to your mailing lists.
personalized email examples
an email with a custom subject line. is an example of the easiest way to personalize emails, and it works, visually standing out from the crowd of other emails.
Abandoned shopping cart email. Adidas reminds subscribers about the product they left without buying and adds a bit of time sensitivity, telling that this pair will be there for only ten days.
Email based on segmentation. This email about animals got to the inbox because of the preferences discussed during the subscription.
Birthday email. Emails like this one from Converse sent using subscriber’s birth date as a trigger. The main idea of this particular email is to make a sale and give positive emotions.
Reactivation email. It is an excellent example of reactivation email by Virgin Experience Days. It is emotional and provides a $10 discount for the next order.
references
- See six email personalization techniques that go beyond a name.
- The article provides 13 email examples that made it personal.
last update: 02.09.2022