5 ways to personalize your email campaigns

The first rule of personalization is never to send out generic emails to your mailing list. That includes generic offers. Instead, segment your mailing list and then send personalized offers to the different segments. While this might seem like a lot of work, we have simple strategies you can follow:

• Send offers according to demographics.
  You can create a segment of different demographics, and structure your offers according to those demographics. For example, if your brand sells products that appeal to various age groups or genders, don’t send out generic offers. Instead:
  a. Segment your list according to these demographics.
  b. Personalize messages with offers that would appeal to your just created demographic.
  c. Send out these personalized email campaign offers according to your segments.
• Send offers according to purchase history.
  There are several email marketing software that enable the purchase of history tracking. This is called target marketing, and it is a very effective marketing strategy. Some studies show that 77 percent of a brand’s email’s ROI comes from targeted email campaigns. So, track your subscribers’ purchase history and then send them offers of similar or complementary products. Additionally, these emails can be personalized based on customer behaviors when interacting with your brand across different channels: social media, email, website, etc. How soon do they open your emails? How often do they like your posts, do they interact more with visual or written content, how many links do they click on your website? The data you gather from customer behavior can help you create more effective strategies for your personalized email campaign. A survey from MarketingSherpa shows that 39% of marketers consider sending automated emails based on customer behavior as a very effective email marketing strategy. 

Another way to create personalized email marketing is by personalizing the email content. These are a few tips to consider:

• Personalize the subject line of your email campaign. Personalized subject lines see higher open rates than others. You can do this by including your subscribers’ names in your subject. In addition, to get inspired of various subject line ideas that you may use for your email campaigns to get better open rates, check out this tool.
• Personalize the body of your email. You can also add your subscribers’ names in the body. Just make sure it is organic and doesn’t sound forced.
• A/B test your email content to have a better idea on what kind of content your subscribers find more engaging and useful.
• Craft your message as if you intend to send it to one person, and not a whole mailing segment.

Some start-up companies may make use of writing services reviews websites like Online Writers Rating to help craft their mailing copy, but, with these personalization tips, your marketing team can create personalized content with ease.

Another strategy to try is to send out personalized emails according to time and location. If you have an international brand, chances are you have subscribers from all over the world. In that case, sending location-specific email offerings is a fantastic strategy.

You might have noticed you receive better results when you send out emails at certain times of the day of at particular days in the week. Few things to note when using this personalization technique:

• Your subscriber base might be in different locations to receive your email at different times. So, use your subscribers’ data to send out emails at the best time.
• The right timing is vital for your personalized emailing success. Make sure you personalize based on respective time zones and locations.

Personalize the image you use in your content. Although it may sound strange considering this, many brands have seen tremendous growth from personalizing the image in their email content.

Sending personalized emails out and ensuring the image in your email is equally personalized to that audience might seem very tasking, but it is worth it.

For example, Monica Vinader, an award-winning demi-fine British jewelry line, hit the bull’s eye when they started personalizing the imagery in their email content. Here’s what they did;

• They made sure every email marketing content they sent out was addressed personally to the receiver.
• In that same email, they included the email receiver’s name in the body of their email marketing content.
• To top it off, they personalized the image in the email with the receiver’s initials. For example, if they sent out an email to a receiver with the first letter in their name as ‘L,’ they ensured all pictures of their necklaces had pendants with the letter ‘L.’

While this may seem complicated, modern email marketing software has functions you can leverage to achieve this.

Your landing page is that page on your website where you advertise your product or service to grab customers’ attention. It is designed and optimized to convert potential customers into first-time and possibly repeat buyers. The best way to get visitors to “land” on your landing page is by sending them personalized emails. However, you’ll require great attention to detail when sending out such emails. Here are a few tips that can guide you:

• Matching message: the content of your email and landing page should match. For example, if your mail offers a buy-one-get-one-free promo, your landing page headline needs to carry the same offer.
• Matching look: the aesthetics of both your email and landing page should be similar. The similarities here should include fonts, colors, themes, design layout, etc. When a subscriber clicks on a link from your email that takes them to your landing page, they should sense a continuity of dealing with the same brand.
• Simplicity: stick to the basics, your content and visuals on both ends should be clean, straightforward, and easy for your customers to navigate.
• Call-to-Action (CTA): use CTA buttons that inform your subscribers what step to take to get them on your landing page. Your CTA should be minimal, clear on direction, and stand out.
• Use platforms: Marketing automation platforms enable you to send out automated emails in a smart way. They generally allow you to add parameters inside emails and landing pages to link your subscribers to a landing page with a pre-filled form.

To sum up, implement more than one of these personalization ways into your email marketing campaign. You can find a ton of email marketing software out there to help you with your personalized email marketing. Take advantage of the power of personalizing emails and see your brand conversion increase.