5 Ways to Add More Personalization to Your Emails and Increase Conversions
One area that makes email so unique as a marketing tool is you can personalize content to your reader. That’s so hard to replicate at scale through other channels.
When it comes to personalization in email, you want to nail it. Too little, and your customers won’t even notice — or care — about what you have to say. But if you do it right and focus on customer data and behavior, creating hyper-personalized emails can improve your conversion rates.
The opportunity is there, but are you willing to take it?
Here are a few ways you can start adding more personalization to your emails and help drive your customers to take action.
Data is your friend
Personalization is all about understanding your customers. Guessing isn’t going to cut it. Your readers are going to see right through it. To determine their likes, interests, and behaviors, you need to turn to the numbers.
Look at your current data, including past purchases, abandoned cart rates, where they click, and even where they live. All of that will help you get hyper-personalized, giving your brand a leg up on others. When you can deliver content that engages and excites your customers, getting them to take action becomes a lot easier.
So before you start revamping your campaigns, make sure you dig into the data first.
With that out of the way, let’s cover some ideas for adding more personalization to your emails.
Create monthly or year-end reviews
Do you have a customer loyalty program? Most travel and hospitality brands do, and retailers aren’t very far behind. If so, this is a perfect opportunity to send your customers are monthly or year-end review to see where they stand.
Make it fun. Use gifs and animations to show moving charts and graphs. Show that they’ve bought and earned over the year: highlight tiers and potential rewards. The more you can gamify it, the more your customers will get excited to beat their records this year.
Be a resource
Of course, every business is out here trying to make money. But, you don’t want your marketing to be solely focused on pushing sales 100% of the time. It’s a surefire way to turn off your potential customers. So, instead, focus on being a trusted partner and resource for them.
Create content that helps educate them and solves their problems. For example, send out product guides or tips and tricks emails for the items they’ve purchased. Even though you might know your product in and out, your customers likely won’t, so help them out and share whatever you can to improve their experience.
Create dynamic content based on behavior
With dynamic content blocks, you can create personalized emails that tie directly to your customer’s behavior. Some brands already excel at this; put yours on the list.
Here’s how to do it: track purchases and send out emails with specific product recommendations based on your customers’ purchases or are interested in buying. Then, add a recommended product block to your emails. With Zembula, it’s easy. And, don’t forget to highlight recent ratings and reviews.
It’s hard to get more hyper-personalized than to focus on where your customers live. They know and love their neighborhoods, and if you’ve got a store or service that’s also in the area, targeting that specific location is a great way to grab attention.
Using geo-location, you can encourage customers to pop into your local shop. Knowing where your customers live makes it easy to create not only location-focused emails but weather-specific emails too. Send personalized sale events or service reminders based on the local weather.
Track your customer’s journey
Here’s another way to capitalize on customer behavior, even if you don’t have any loyalty or rewards program. People love seeing the progress they’ve made over time, and it’s a perfect way to highlight personalization.
With the above example, using image personalization, your customer sees how much they’ve paid on their loan, their mortgage timeline, and the increase in equity on their home. You can’t get more personalized than that!
There are plenty of ways to add more personalization to your emails. But to get the most significant impact, you want to do it the right way. Learning about your customers and creating personalized campaigns that speak directly to their interests is a great way to start.