Email Marketing: A Guide To Email Personalisation

It goes beyond just addressing the recipient by their name and tailors the entire email based on the data you have about each customer.

What is email marketing personalisation?

Email personalisation is a an email marketing strategy that involves customising email content to the specific preferences, interests, and behaviours of individual recipients. Just addressing the recipient by their name won’t cut it any more. Email marketing personalisation tailors the entire email based on the data you have about each customer and where they are in the journey with you. For examples have they bought once from you, twice, what did they buy? where did they buy it? All this information you gather will help you along the personalisation journey.

Personalised emails can include elements such as personalised subject lines, preview text, body content, images and videos, offers, and timings.

Personalised email marketing offers several benefits, including increased engagement, enhanced customer experience, improved conversion rates, and higher return on investment (ROI). It has been proven to be effective in increasing open and click-through rates, decreasing unsubscribe rates, and boosting customer satisfaction. Implementing email personalization can be relatively easy, and there are various strategies and best practices to follow.

15 best practices for email personalisation:

1. Collect the right data

By asking relevant questions during the email sign-up process. This could be; birthdays, shopping preferences for example whether they shop for men or women, or prefer a certain collection. Think of how your customer shops and what their interests are and send them relevant content that they will devour!

2. Use personalised subject lines

That differ based on the email recipients’s preferences, interests, age, location, and other relevant data that you might have collected upon sign up. Your CRM system like Klaviyo, should tell you all this information. The subject line is what get email opens so spend sometime here.

3. Add email automations

These are behaviour-triggered emails that are sent in real-time based on how customers are using your product or website. For example someone signs up to your email list they automaitcally get a thank you email and are entered into an email sequence. An email sequence is a series of emails that meet the customer exactly where they are. So if they have just signed up to your newsletter they will be getting a series of ‘welcome emails’. On auto! Isn’t that genius. You can use software like Klaviyo, check it out here.

4. Ask the right questions

So you can gather more information about your subscribers and personalise their emails accordingly. You can send out surveys where customers can tell you what they want to hear more of or less of.

5. Include “recommendations for you” in your emails

Suggesting products or actions based on the recipient’s past behaviour or preferences will get the customer to likely engage more especially because they feel like they are being seen and heard.

7. Use and optimise landing pages

That align with your personalised emails to provide a consistent and personalised experience for customers.

8. Create a sense of urgency

By incorporating dates and times into your emails, using limited-time offers to drive engagement.

9. Build customer personas

To understand your ideal customers’ characteristics, behaviours, and needs, and tailor your email personalisation accordingly. In your customer personas you want to be looking at what they value what their interests are and create email content around those things. This also helps you find out what type of messaging will resonate with them the most.

10. Consider location and time zones when scheduling your emails. So that you ensure they are sent at optimal times for your target audience.

11. Use dynamic content to showcase relevant products, services, or articles based on the recipient’s behavior or preferences.

12. Segment your email list based on specific criteria to deliver more targeted and personalized content to different customer segments.

13. Test and analyze the performance of your personalized email campaigns to identify what works best and make data-driven improvements.

14. Continuously update and refine your customer data to ensure the accuracy and relevancy of your personalized email marketing efforts.

15. Don’t overdo personalization and be mindful of privacy concerns. Strike a balance between personalization and respecting the recipient’s boundaries.

Follow these best practices and leverage the power of email personalisation in your email marketing strategy to increase engagement, improve customer experience, boost conversion rates, and achieve higher ROI. Let me know how you get on! Shoot me an email here

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