Are you up to personalized email marketing campaigns?
Whether for communication or product promotion, sending emails is one of the most preferred methods. Many businesses run and develop their strategy with email communication. In a statistic on email marketing growth rate in 2020, the total revenue was 7.5 billion US dollars and it’s more than twice today.
This number multiplies, if email marketing is developed under better execution. Email personalization is one of the strategies of marketing to deploy in your campaign. Email personalization is crafted for the user’s interests in service, behaviors, and requirements.
So, how can you execute personalization in email marketing?
Find out a detailed discussion on personalized email marketing in the following.
TABLE OF CONTENTS
- What is email personalization?
- Benefits of personalized email marketing
- Email personalization vs segmentation
- Personalized email marketing strategy
- Personalized email marketing examples
- Tips for personalized email marketing
- Mistakes you need to take care of
- Wrap up
What is email personalization?
Successful email marketing strategies build on the premise of email marketing execution. Email personalization holds the prime position among loads of marketing strategies.
Personalized email refers to a marketing strategy that generally uses subscribers’ data and behavior to form subscriber’s centric messages, such as product promotions or special offers.
Personalized email can include different elements and designs to entice users into the service and convert users to make a purchase.
Benefits of personalized email marketing
If you are going to step into email marketing, personalization is a key strategy to go ahead. Many email marketers choose personalized email marketing ideas to start their own business. In email personalization statistics in 2020, 78 percent of marketers responded that they are using personalization in email.
So, imagine the benefits of personalization in marketing
Let’s get to the benefits then!
1. Low-cost solution. Personalized email campaigns don’t cost as much as you might think. You can get back twice the investment and it’s called ROI. A statistic shows that in 2020, 26 percent of marketers responded to personalized email ROI, spending every dollar, they got a 3 to 5 dollar return. Also, 9 percent reported 20-dollar ROI on every dollar they spent.
2. Email open rates improvements. When an email reaches the recipient’s inbox, they see the subject line at first. So, subject line personalization holds much importance in email open rate. In 2023, around 65 percent of professionals stated their email open rates improved due to personalized subject lines.
3. Improvement of CTR. The click-through rate in email marketing improves when body content and especially the email subject lines are properly arranged. Personalization plays a significant role in achieving this improvement. A statistic shows that 13.1 percent of emails were not opened at all when personalization is not there.
4. Drive more sales. When email open rates, click-through rates, subject lines, and body content are optimized, user conversion becomes prominent. The conversion rate in digital marketing helps bring in more users as well.
Email personalization vs segmentation
Businesses have brought them to the next level with personalizing marketing and segmentation. While email personalization and customization draws users, segmentation works in a different way.
Let’s find out the core differences between email personalization and segmentation. Note that email personalization vs customization works in a similar passion.
| Personalization | Segmentation |
|---|---|
| Personalization offers subscriber-centric messages using their behavior and data. It sends customized emails to every individual subscriber. | Segmentation also uses the subscriber’s data and behavior but sends the same messages to every individual subscriber. |
| Personalization is a type of segmentation that divides customers into distinct groups based on their preferences, behaviors, or characteristics. | Segmentation differs from personalization in that it does not tailor email messages to the same extent. Segmentation divides audiences into groups based on shared characteristics. It doesn’t tailor individual email content in the way personalization does. |
| Personalization consists of customizing different emails, templates, subject lines, CTA buttons, user data, behavior, and timing for each and every subscriber. | Segmentation utilizes subscriber behavior and data to create different email customizations. But it involves sending the same customized messages to a group of subscribers within a particular segment |
| Personalization involves sending emails customized to individual recipients. It may include sending them at different times based on their preferences or behaviors | Segmentation, divides the subscriber base into smaller groups based on shared characteristics or behaviors. But emails within each segment are typically sent to multiple subscribers simultaneously |
| Personalization doesn’t always require a CRM system to implement. | Segmentation requires the implementation of a CRM system. |
With email personalization and segmentation combined, your email campaign goes beyond the achievable target. Although both have different approaches, implementing both in the campaign brings significant results.
Personalized email marketing strategy
When it’s good to start with your email campaign, you need a solid and the best-personalized email marketing strategy. Email personalization tools help you flawlessly generate personalized email marketing strategies. Also, you learn how to write personalized emails.
Find out the 10 personalization email marketing strategies in the following.
1 Target your goals
Before you step into personalized email marketing, define your goals through targeted email campaigns and objectives first. Defining your goals in marketing is the first priority to start your journey through marketing.
What is your goal in personalized email marketing? What kind of accomplishment do you want to achieve? Let’s explore some goals here-
- Sending traffic. Do you want to send traffic to your website? User’s behavior, conversion, and click-through rates will define the story here.
- Customer engagement. Examine how much churn or unsubscribe rate is generating. How many users are leaving your business and find reasons behind it?
- Conversion rate. Do you want to increase the conversion rate? Conversion rates in digital marketing bear a significant value in every business. Examine customer journey stages and sales funnel for higher conversion.
2Know your audience.
In personalized email marketing, knowing your audience is a crucial factor. If your marketing efforts aren’t tailored to a specific audience, your brand may not effectively reach or resonate with a specific or popular market. Marketers use CRM software to track audience interests, behaviors, and pain points. Visualize a full customer journey and segment emails to fetch you the right audience.
So, summarizing understanding your audience-
- Use CRM software to track audience behaviors
- Examine customer journey and segment emails
- Work with the sales and marketing team to track the audience
3Implement segmentation
Email segmentation strategy is one of the key factors in personalized email marketing. In addition, segmented email lists bring users into clusters or groups to whom you can send emails using customer data that matches.
- Gender
- Location
- Occupation
Whether you use gender, location, or occupation, the segmentation list depends on the service you are providing. Using some criteria like this will let subscribers know that you are well aware of their identity. Eventually, this will raise the attention of users. Also, it encourages them to engage, connect, and complete the action.
4Dynamic content generation
Dynamic content optimization plays a key role in generating personalized emails. Your email audiences are mass people. Here you want to show some specific parts of your email content to specific people. Dynamic content works in this situation. So, to do this-
- Use special features such as viewing options in CRM software
- Gather data and segment your audience based on gender or location
- Use merge tags to personalize email for dynamic content
Take a look at the merge tags option for dynamic content optimization in MailBluster.
5Automation
Automation email marketing is one of the indispensable features. If you want to personalize your email in no time and send thousands of emails in quick succession, automation plays a key role.
For example, If you have a product or service, use analytics to analyze users’ footprint.
- Examine the customer journey on which service or product they are interested in
- Use email addresses for the churn users to get them back
Here personalized email automation can play a huge role.
Take a look at the automation roadmap in MailBluster.
6Maintain email compliance regulations
You must adhere to email compliance regulations and protect customers’ privacy while personalizing emails. Remember, you have customers’ data and personal information that needs to be protected by all means. Breaking the law could get you into serious trouble.
Let’s get to the to-do list on maintaining email compliance.
- Get consent from users to send email
- Update privacy policy to specify the data collection
- Specify what kind of data you’re collecting
- Remove subscribers’ information if requested
- Refrain from selling subscribers’ information
- Follow the email compliance act accordingly
7Add a proper subject line
Subject line customization is a crucial factor in personalizing emails. Moreover, Email subject line personalization is more beneficial than a non-personalized email subject line. Statistics show that about 65 percent of email marketing professionals send emails using email personalized subject lines.
Since the subject line is the first element of an email campaign that a user will see, personalization is beneficial in this regard.
Take a look at the email subject line personalization in MailBluster.
8Use triggered emails
Triggered emails are an integral part of personalized email marketing. A triggered email is a notification sent to the user. Also, it’s about any action such as subscribing to the specific service, signing in to the service, or renewal notification.
Triggered email marketing is a way to periodically inform subscribers about their activity. This allows you to effectively connect with your subscribers and remind them about your service.
Moreover, in the e-commerce business, cart abandonment email notification is the popular type of triggered email. In a statistic, cart abandonment-triggered emails generate decent revenue per message sending.
Take a look at MailBluster’s triggered email.
9Send celebration emails
Celebration emails are a reminder to your subscribers. It reminds about their journey or their important life events such as birthdays and special events. This way your brand and customers get connected effectively. Also, these celebratory emails show your customers how caring you are toward them.
Take a look at the International Women’s Day celebration email template from MailBluster
10Personalize your email content
Personalized email marketing becomes beneficial when email messages are optimized. Personalization makes email content appealing to the users. From subject lines to the email content, email elements to the users’ specific interests everything is tailored into the personalized email.
Here are some basic ideas about personalize email creation-
- Observe through your analytics and find which feature your customer is preferring the most
- Calling their first names or the city they live in encourages users to open the email
- Update about your service when any special event comes up, such as the Valentine’s Day email template.
Moreover, you need to be innovative and creative when generating personalized email content. Take a look at the personalized email template in MailBluster.
Personalized email marketing examples
Are you finding some inspiration?
The personalized email examples listed below will help you find your design. This also sets you up right away for personalization. So, we are adding a few of the best personalized email marketing examples for your convenience. Some personalized email examples that appeared directly in my inbox triggered me to take action.
Have a look.
1MailBluster
👍Why do we like this? This particular personalization derives from MailBluster. It contains the specific offer they are providing for the users. Notifying this kind of email is always a plus for the company values. This leads to instant purchases and customers will stay positive about the service.
2LinkedIn
👍Why do we like this? LinkedIn is a place where users search for their preferred jobs. The above listing shows the alignment of job positions you may want to search for. This particular email comes right after we searched for the position and we found it helpful. All the links are clickable and precise for what position we search. Besides, this also leads to more clicks and traffic to LinkedIn, which draws our attention.
3Spotify
👍Why do we like this? This particular email is from the Spotify music streaming service. They provide an update on year-round music listening for specific users. This personalization leads users to come back to the website and browse the features. The enticing email draws attention by giving users more importance in the email. Ultimately, this ensures this kind of personalization is done with behavioral targeting techniques and evaluates the service as well.
💡Tips for personalized email marketing
For personalized email marketing best practices first, you need to collect customers’ data. Moreover, this data collection is crucial and requires attention before creating a personalized email.
So, take a look at how to collect data from customers and tips on personalized email marketing.
💡Add interactive subscription forms with country, name, birthday, and location. Here, the intention is to collect as much data as possible besides email addresses.
💡Forms containing fields should be relevant to your brand. Collect data that the users will be comfortable sharing.
💡Observe customers’ behavior using browser tracking cookies. This will help you learn about their product or service preferences.
💡Use the CRM system for customer behavior analysis to collect data
Mistakes you need to take care of
Personalization in email marketing also requires special care to prevent mistakes. Adding excessive personal details and inaccurate data insertion are a handful of mistakes you should avoid.
Let’s find out more in the following
1Using excessive personal data
Don’t add excessive personal details while personalizing emails. This may cause users and customers to feel uncomfortable or may leave your brand for good.
2Inaccurate data collection
This step is very important, and you should be careful when inputting inaccurate data. Also, make sure the data you collect is accurate and collected using credible data sources.
3Respect users’ preferences
Always let users customize the number of emails or the types of emails they want to receive. This way, you can maintain users’ preferences and gain the trust of your users.
Wrap up
Summing up, personalized email marketing is not so easy to understand in a day. It takes more practice, research, and observing emailing day by day. Although ai personalization is gradually making differences, still it requires human touch.
Always make sure to protect users’ privacy while personalizing email marketing. Follow spam policy, provide a sharp and enticing brief about your service in email, and use a trusted and robust email marketing platform to send emails.
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