What Are Personalized Emails?

 In Digital Marketing, Email

If you’re reading this, there’s probably a really good chance your inbox is overflowing with emails.

And, you probably only read a fraction of them.

Notes from friends or co-workers, shipping confirmations, a handful of newsletters you love, you read those.

The rest?

Good luck. Maybe if you have time, or if something happens to catch your eye.

Now, as an email marketer, that info, while common, might make you cringe a bit. How many people are doing that exact same thing with your emails?

Unless you have a 100% click to open rate, the answer is at a minimum a few hundred and more likely thousands.

That’s thousands of potential customers missing out on really good products or services because they just aren’t that engaged with your emails.

So how do you turn that around?

There are a few ways, but a big one we’re going to cover here is personalization.

Creating personalized emails is a great way to start standing out from the competition in the vast sea of boring emails littering your customer’s inbox.

We’re going to explore personalized emails more here.

Personalized emails: what they are and why you need them

There’s an old saying that you probably heard from your grandparents, but still holds today: everyone’s favorite topic is themselves.

Psychology Today tells us why:

Well, according to one study, talking about oneself activates the same areas of the brain that light up when eating good food, taking drugs and even having sex. Simply put, self-disclosure is gratifying. It gives us a neurological buzz.

That same buzz applies to emails.

When you personalize the emails, you send your readers all you’re doing is finding ways to provide the information that matters to them. These emails also lead to higher levels of engagement — something that matters to most marketers.

That’s why you always read a shipping confirmation email, right? It’s because you want to know where your package is in the supply chain. That information matters to you.

A lot of brands are embracing the concept of personalization in emails, especially in ways that move beyond the standard stuff you see. Now, you can send emails that highlight specific geographic locations, even down to a neighborhood, weather, likes, activity, and more.

All of those small ways of adding more personalization can make a massive difference when it comes to improving your metrics. Personalized emails see higher open and click-through rates too.

Are you convinced yet?

How about a few examples of really good personalized emails in action?

Learn from these personalized emails

Grammarly is a great example of a company that sends out highly personalized emails.

Each week, premium users get an email that highlights their writing streak along with any new badges. Plus productivity, mastery, and vocabulary as compared to other users and some personalized tips on fixing errors.

If you don’t think people love opening up emails highlighting their grammar errors, think again.

What’s the first thing you think about once you get home from vacation?

For most people, it’s trying to figure out when they can go back on vacation again! British Airways knows how people thing and do a really good job on both ends of a trip sending out personalized emails.

Before the trip starts, they send out one that offers information about what you need to prepare for your trip. But this one, which comes a few days after you’ve landed is super simple but very clever.

Peloton is another brand that is able to send really personalized emails to their users. These emails pull in all sorts of information, including geolocation and past behavior to make them hyper-targeted to your specific needs.

These are the classes you are either already into or classes that Peloton thinks they can get you to sign up for based on your past visits.

By showing the instructor as well as the dates and times of your local studio, it makes it very easy to sign up for more.

GasBuddy is an app that tracks the gas prices in your area. It also has a feature that lets it track your driving habits.

If you choose to use it, GasBuddy will send you a monthly personalized update that shows you all sorts of information about your diving habits compared to others in your geographic area.

It’s similar to Grammarly in that it also offers you a few tips on how to improve based on your behavior.

As you can see just from a few of these examples, there are all sorts of cool things you can do to your emails to give your readers a much more personalized experience. So what are you waiting for?

If you want to know more about how Zembula does live, personalized images in email, just click here!