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Make your approaches more personalized - practical strategies for your email marketing campaign

6 min read
by Alena Parfisenko
To satisfy consumer demands, marketers utilize email personalization to create 1:1 experiences that meet and surpass consumer expectations. Therefore, it is not unexpected that 33% of marketers ranked "personalization" as the capability that will be most crucial to marketing in the future. So let's examine how you might utilize it in your web business.

Have you heard of this?

As an experienced email marketer, the chances are - you’ve probably implemented a few personalization strategies for your online business. You may think that most of them are solid A+, however, once you start to send them all, you start to analyze them.
As time goes by, you understand that your customers do not share data about themselves to implement personalization, no matter how engaging your content may look. Furthermore, there is little to no analysis of different personalization methods and types available for your industry. So, where do you look for the right answers?
You should always analyze what the experts suggest with the backed data presented.

What exactly characterizes a personalized email?

Whenever we hear “personalized email,” the first thing that literally pops up in our head is the recipient’s first name in the subject line. However, it doesn’t end there. Personalization in an email goes further than that, and below are 3 main elements that make up a personalized email:
It is relevant
The main point of a personalized email is relevance. People’s inboxes are always stuffed with unnecessary junk emails, promotional emails that never get opened, or messages that no one cares about. The person receives at least 121 emails daily, and those emails will often address the recipient by name
Take this approach further and grab your subscriber’s attention, by offering relevant content, for example. If it doesn’t impact your reader, the email is highly likely thrown into the trash box or ignored.
It is sent on time
Another essential characteristic of a personalized email is that it has to be sent at the right time. By gathering enough data about your subscribers, you will know what they like and when is the right time to send the emails. For example, if they search for a particular topic or solution, you can gain an understanding of what they need and send a timely email with the relevant content.
It comes from a real person
People are more likely to trust and relate to an email from another person than a business. You need to use a person’s name in the “from” field and a face instead of a logo. So forget about those default or graphic images in your email, try to make your email as if a real person were addressing your subscribers.

7 main strategies of email personalization

It might be bold or repetitive, but list segmentation is still considered one of the best personalization strategies. Segmentation entails splitting your list into segments that share specific characteristics.
The criteria you choose to segment your list will vary depending on your sector and campaign objectives. Nonetheless, by including this information in an email, your subscriber will feel as though you know them on a personal level. This will result in them opening your email, interacting with it, and hopefully completing the desired action. Most, if not all, personalized email marketing methods rely on segmentation as their base.
Evaluate browsing history
Utilizing the subscriber's browser history is an excellent technique to tailor your emails. Below is an excellent example by Asics:
They collect a user's browsing information via cookies and send them an email highlighting the products they viewed on the website. This personalization is also highly successful for tailoring cart recovery emails, a significant plus. This method is also handy if the customer buys a product that requires additional components.
If your objective is to recover abandoned shopping carts or cross-sell products, this is the email marketing method you should adopt.
Utilize triggered emails
Email automation is one of the best tactics you can employ for personalized email marketing. Email automation is utilizing email marketing software to automatically send emails to subscribers depending on predefined criteria.
One automation application is sending tailored emails based on the recipient's behaviors. These triggered or behavioral emails are a fantastic approach to make a subscriber feel as though you know them. These are examples of triggered emails:
  • Welcome emails
  • Reminders
  • Lead nurturing emails
Leverage abandoned carts
Every online merchant and e-commerce corporation knows placing an item in a customer's shopping cart does not guarantee a sale. The global cart abandonment rate for digital purchases is 74.3%. Only one in four shopping carts are "checked out."
Whether the consumer had second thoughts, became distracted, or ran out of time, it's reassuring to know that email marketing and automation may still be used to re-engage them.
By watching their customers' online behavior and integrating that information into their email marketing platform, Yumi can determine when a consumer begins the checkout process but does not complete it, abandoning their purchase. When this occurs, Yumi sends an email alerting the user that they still have products in their shopping basket. It shows photos of the products left behind and invites the customer to return to the site to complete the transaction.
Use important anniversaries
Everyone enjoys commemorating anniversaries, particularly their own. In addition to remembering your subscriber's name, you can add a level of customization by recalling critical dates in their relationship with you. These could include their birthday or your wedding anniversary. By using anniversaries to personalize your subscribers' communications, you endear yourself to them. They will react by engaging with your emails and promotions more actively.
The outcome? An increase in the money generated by your email marketing strategy. Obtaining subscriber-relevant data is a crucial component of any marketing approach. It enables you to take email customization beyond simply utilizing the subscriber's first name.
Product recommendations
By integrating a customer's recent purchases or browsing history into their email marketing, marketers can leverage customer behavior to create relevant, engaging email campaigns that increase sales through cross-selling and up-selling product recommendations to each unique recipient on your email list.
Retailers and e-commerce sites may now quickly produce real-time, one-to-one tailored content that talks directly to the individual in order to establish a long-term relationship and boost the customer's lifetime value.
Consider the following illustration. This part at the bottom of a Nordstrom order confirmation email shows product recommendations based on items the consumer viewed but did not purchase.
Utilize dynamic content
Dynamic content is one of the email marketing marvels. This creative method of concluding emails enables you to tailor specific portions of your email content to resonate with specific recipients. Dynamic content enables your emails to display unique material to each recipient.
Dynamic content is based on the premise that specific individuals favor a particular form of content over others. By showing their desired material, you provide your subscribers with customized emails containing their preferred content.
Remember that email customization is fundamentally about providing relevant information to customers. It involves creating material that is targeted mainly to them. Dynamic content facilitates precisely this.

All in all

Email personalization is essential for every newsletter and email sequence you want to implement. Your subscribers won’t bother looking through an email without any personal touch that may pickle their interest. So always consider this rule when creating your emails. Email personalization is essential for every newsletter and email sequence you want to implement. Your subscribers won’t bother looking through an email without any personal touch that may pickle their interest. So always consider this rule when creating your emails.
To try out each email personalization approach mentioned above and test how impactful your emails are, you can use Markeaze. Personalize each bulky email according to your segregated audience profiles and achieve better reach while choosing the correct email from our 100+ pre-made email collection.

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