Name Personalization: A Secret Weapon for More Customer Engagement
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Email personalization started with names.
Remember the first email that addressed you by name? It was pretty cool. That trailblazing bit of email personalization morphed into something relatively basic.
But that doesn’t mean it’s still not necessary. In fact, you should be using your customers’ names in your emails more often, not less.
Curious? Let’s dive into it.
Names drive engagement
Marketers started emails with “Hey Name” or added a name to subject lines because it drove action.
Data shows adding readers’ names to emails and subject lines increased open and click-through rates. And beyond increasing engagement, adding names helps build trust.
That’s also vital to enjoying a long-term relationship with your readers. And personalization plays a role too. When readers get personalized emails, they are more likely to stick with a brand and buy more (and often).
So it makes sense to start with your readers’ names. After all, you can’t get more personalized than that. Now, the question is, are you using names enough?
Use performative personalization
Today’s marketers focus on finding opportunities from data. Analyzing consumer interests, behaviors, and what drives action and then implementing strategies around those are the best ways to see continued success.
We call this performative personalization. It goes beyond personalization for the just sake of it. Instead, performative personalization uses a data-driven approach to help you create personalized messaging that encourages action.
Check out how name personalization can help your email really stand out.
This email is a perfect example of using a name everywhere approach. Rather than just having a simple, Hey Sam, the email calls the customer’s attention to key spots where they’re more likely to take action.
Combine Smart Banners™ and Smart Blocks™ to add name personalization to every call to action that drives revenue.
- Abandoned cart
- Abandoned browse
- Recommended products
- Sale notifications
- Loyalty updates
With a name everywhere approach, you’re using customers’ names in a way that reinforces the value to them. In addition, you’re calling their attention to a particular part of each email that, in the past, was usually generic.
So now they’re seeing something new and different, and it’s personalized to them. And, because it’s based on their customer data, you’re showing them personalized things you think they will like.
That makes a big difference for the customer. Now, rather than a generic blast email, for example, they’re getting something that shows their loyalty points or lets them know about a couple of products they may love based on their shopping history.
Your reader gets a hyper-personalized email that makes them much more likely to take action. They’ll want to click to see those products, check out their points, or finish a purchase. It’s like you’re giving them a curated suite of content individualized for them.
So, next time you’re thinking about sending out a blast promotional email, consider what it could look like instead with Smart Banners™ and Smart Blocks™ using a name everywhere approach.
It’s the easiest way to let the people on your list know you’re speaking right to them, not your other thousands of subscribers, all at the same time.
Automation makes it easy
Ok, if you’re sold on name personalization but worried that it seems like a lot of effort, here’s the best part. Everything is automated.
With the Zembula platform, all you need to do is hook up your data sources, set your display parameters, and enter a snippet of code in your email template. We take care of it from there.
With the Zembula platform, all you need to do is hook up your data sources, set your display parameters, and enter a snippet of code in your email template. We take care of it from there.
Our AI-powered Campaign Decision Engine runs through your customer data and rules, then displays the Smart Banners™ Smart Blocks™ that will perform best — all within milliseconds.
When they open their email, they’ll automatically see content personalized to them. And if you need to make a change, you don’t have to pause the campaigns. Instead, emails display at the moment of open.
Want to learn more? We’d love to show you how Zembula can help add email personalization to your marketing strategy.
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