Personalized email

The subject line is one of the most important parts of any email. An effective subject line encourages subscribers to click and engage with the email.

47% of recipients open emails based on subject lines alone, while 69% report emails as spam based on that. In other words, the subject line can make or break your email marketing campaign.

To maximize your engagement, you need to create compelling and unique topics that are highly personalized for each intended recipient.

Customize email subject lines:

• The name, Identify the recipient by using their name to indicate familiarity and other generalized email. to stand out from emails. Use the recipient’s name as you would in a conversation. After all, you’re not a robot. Used alone, this tactic probably won’t have the desired effect, but in combination with others, it can make sense.
• Specifying interests. Tap into what you know about your recipient’s interests to draw their attention to something. For example, if the customer likes flowers, mention which types you carry in the upcoming season.
• Holidays and special events. Commemorate the recipient’s anniversary, birthday, and other holidays with a note in your subject line. Wish them a fun and happy day and consider sweetening the day with a special discount, offer or promotion.
• Link to past orders. Use your recipient’s transaction history to suggest other relevant products that pair with previous purchases. If you’ve sold your recipient a sofa before, offer matching pillows that complement their style.
• Sharing a sense of urgency. Let’s face it, customers don’t always know when you’re running a special limited-time sale or when their subscription is expiring. Include a sense of urgency or FOMO in your subject line to entice interaction.
• Reference location: Tag your recipient’s location to link them into relevant, unique and personalized recommendations, offers and solutions. A customer living in Minnesota may appreciate discounts on winter clothing as the temperatures drop.

2. Customize your email content and body

People have loved stories for as long as mankind has existed. Stories help engage and connect with those who listen.

Your brand has its own stories to share. By including a relevant story in the content of your emails, you can connect with the recipient and entice them to continue engaging with your brand.

Think effective email.

From there, create different stories for each audience segment. Identify the challenges each segment faces, then use the characteristics shared by each recipient in that segment to create a compelling story.

You can even use user-generated content, success stories, and case studies to help your recipients relate better to your messages and products or services.

Include personalized offers that serve as a solution to that challenge, giving your heroes—each recipient of your email—a chance to experience their own victory.

3. Create a personalized email design

how The design of your email is almost as important as its written content.

• The wrong color combinations can clash with the emotions you’re trying to convey when telling a story.
• A design that is too busy can deter the recipient from engaging with the content.
• Non-responsive designs may not display properly on different devices, cutting off important information or your CTA.
• Lack of visuals can make your email look boring.

Personalizing your email design allows you to engage and interact with your recipients. Add images such as notebooks, pencils and school books during the back-to-school season or add balloons, fireworks and numbers to celebrate a client’s birthday.

Also consider your email. sprinkle relevant gifs, charts, and infographics into emails. Doing so can draw attention to important points as recipients scroll through your content.

Finally, make sure your design is mobile-friendly and responsive across different resolutions and devices. Text must remain legible and images must not be cropped or cover any other content.

All of the above will ensure that your email design will stand out. Personalizing design means taking it a step further by building on personalized content.

Using dynamic content blocks, you can create emails with specific products and offers that are relevant to your customers.

Another way to personalize a design is to use tools like Nifty Images. They allow you to add countdown timers and even images that contain personal information, like the one below.

4. Customize when you send your email

Not all email recipients engage with your email at the same time.

It starts with their geographic location, because 9 am in New York is 6 am in California. This is why sending a blast email campaign is usually not an ideal strategy when all contacts receive your email at the same time.

One way to solve this is to use segmentation to identify and send by location. But this is only a partial solution.

General data such as demographics and location are not sufficient. Why? Because even your subscribers in the same state engage with your email at different times. Each subscriber is unique and should be treated as such.

You should personalize the timing of your email by examining activity data, including:

• When the recipient initially signed up for your email. for letters.
• The average time a subscriber engages with your email.
• When a recipient actively engages with your brand through other channels.
• Your recipient’s preferred time to receive an email (based on information they provide).

And if that seems like too much work for you, we recommend looking into email.

Many platforms offer send time optimization features that allow you to send campaigns at the best possible time for each recipient.

“From” email tells recipients who sent the email. Some brands may choose something inconspicuous, such as “info” or “hello,” while others may use the company name.

But what if you went beyond the typical name and decided to personalize it depending on your “name”?

In other words, what if several subscriber segments each received emails? from another name?

Run some simple A/B testing to see how different segments respond to personalized names.

• Do men engage with email more if it’s from a male name? Is the same true for women?
• Does the click-through rate of emails sent to recipients in a particular location increase if the name is more relevant to their culture?
• Does an informal nickname increase engagement compared to a formal name?

Constantly iterate on your email personalization strategy

Personalized email requires continuous testing and evolution and is not a static strategy guaranteed to produce results overnight. As with other elements of your email marketing strategy, you should constantly test different approaches.

Fortunately, that’s the easy part. Implement the ideas mentioned here and compare the data you collect with your baseline data. Then use that data and any insights you discover to repeat each of these steps.

At the same time, remember that email personalization, and email marketing in general, is more of an art than a science. You’re trying to connect with people first and foremost, so don’t be afraid to apply a little intuition to your personalization process to better connect with your audience.

Guest author: Melissa Pekel and Haim Pekel (H&M) are VP Marketing & VP Growth at Ongage, the next email marketing platform. Prior to Ongage, H&M led marketing and growth operations at Press on It, their agency. They have worked with SaaS, Martech and software companies, building them from the ground up or driving continued growth into large-scale operations.

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