How to approach personalizing your emails (and why it matters)

 In Digital Marketing
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Ok, you know email is essential to your business. 

You know it’s one of the primary marketing channels for getting more customers and increasing your revenue. 

But, over the years, email has gotten a bit harder. There’s more competition, and brands are getting creative when it comes to trying to make their emails stand out from the crowd. 

Now, all of this isn’t to hit you with a pile of bad news. Instead, it’s to let you know that there are plenty of avenues you can take to stay relevant in your reader’s inbox, get more clicks, and yes, more sales. 

And that’s through personalizing emails. 

We’ve already talked about why personalizing emails is critical for marketers right now. Personalization is a powerful way to connect with your reader and cut through all the noise in their inbox. 

The data proves it.

Experian found that “personalized emails generate six times higher transaction rates.” And DMA did a study that showed that emails that are targeted and personalized drive nearly 60% of all revenue. 

Are you convinced that personalization matters? 

We thought so. That’s why we want to highlight a few creative ways to personalize your emails. Check out this post for some best practices on email personalization.

Let’s take a look.

Digging into email personalization

Here’s a great example of a template that highlights just a few ways you can start getting personal:

The most obvious way to start when it comes to personalization is to use a name. Everyone likes to be recognized by their name and not hey you, right?

But that’s not exactly super creative, so this template shows you how you can go even further. 

Where you can get real traction with personalization is targeting the interests and behaviors of your potential customer. 

So, here, you’ll see that demonstrated a few ways.

First, you can tap into loyalty points. Consumers love feeling special and getting treated like a VIP. When you have a points system, it helps to improve customer loyalty, and it leaves you a few paths to get them to use those points.

You can send out additional emails like this one:

See how it not only highlights the number of points the reader has built up; it also encourages him to use those points to book their next trip. You could even go a step further, and use a little bit of FOMO (fear of missing out) with real-time weather in a beautiful destination, for example, and drive the message home that Kyle deserves a vacation and as the points to help get it done.

You can’t get an email that is more personalized than that.

Look at that original template again. You can also personalize product recommendations too. It’s is a great way to use the data you’ve gathered on your customer’s behavior to entice them to buy.

If your customer has already bought, consider using this sort of personalization to highlight complementary or related products. If they have stalled out before purchase, you can use a format like this to send an abandoned cart update and get them reengaged.

Location is another personalization strategy that has huge potential too. In the above email template, it’s being used to highlight the closest local store to the reader.

People love getting localized information based on where they live, so something as relatively straightforward as this, highlighting where there are stores or activities in their area is a big win.

If you’ve got a retail shop, consider taking it a step further and segmenting your list even more. Check out the example below:

In this case, the email is telling your readers from this local area that they have some opportunities to get something only available to them. It helps hammer home the idea that you aren’t some big faceless company but the shop right around the corner.

And, when you use location to your advantage by offering specific localized events, sales, and coupons, you’re providing a super targeted and personalized service that not just anyone on your list can get.

For consumers, who are just innundated with emails and newsletters that don’t offer anything personalized (beyond a name, maybe) in their inboxes every day, that matters.

So, these are just a few creative ways to personalize your emails, but there are plenty more. As you’ll find out, the more you dig into email personalization, you’ll see all of the opportunities out there to give your readers exactly what they want.

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