Top Email Personalization Techniques to Practice in 2023
Email marketing has been a reliable and effective way to communicate with customers and prospects for decades. Given email marketing has such a high ROI, many businesses adopt their own email marketing strategy.
Why is Email Personalization Important?
What happens when everyone develops an email marketing strategy? The average consumer is inundated with a vast amount of emails every day.
To make your emails stand out, personalization in your email marketing has become a top priority to attain greater impact.
“Personalizing content and communications is crucial for your lead generation and nurturing. Whether it's segmenting your database for email marketing campaigns and workflows or adding personalization to subject lines and landing pages, relevance triggers better engagement.” Andrews Wharton
To achieve email marketing success, here are some techniques to keep in mind when creating your email campaigns.
Segment Your List
Each consumer has different interests and are at different stages of the buyer’s journey. By segmenting your customers by age, gender, or interests, you can create tailor-made content for specific customer segments.
Segmentation will look different for each industry and the overall outcome you are looking for, but ultimately will pay off.
Utilize Browsing History
A great way to personalize your emails is to use Web Intent Data to cater to what your customers are actively in the market for.
“Everything we search for is the answer to a need or a problem. We generally like to solve our problems quickly, which means during the downtime waiting for a solution we will usually turn to peripheral, short-term solutions.” - Andrews Wharton
This kind of personalization is super effective for cart recoveries and to upsell on products that have already been purchased.
Send Relevant, Timely Content
After segmentation, take the time to craft content that is relevant to your audience and in a timely manner.
Remember, Your Subject Line is Your First Impression
The first thing your customer sees is the subject line of an email.
Beyond using their first name, consider specific interest categories, birthdays, anniversaries, or their browsing history in your subject line.
Some specific data like birthdays and anniversaries can be automated to make your workflow easier and the engagement rate higher.
The Second Thing is Who it’s From
After the subject line, your customer will see who the email is from. Are you sending from your business name or someone else?
“68% of Americans say they base their decision to open an email on the ‘from’ name.” - Campaign Monitor
Personalize your emails by using a real person’s name in the “From” field instead of your company’s name. This human touch builds trust and therefore increases click-through-rate that improves overall effectiveness of your email marketing.
Use More than Just “FNAME”
Utilizing segmentation as your foundation, use specific segments with personalization tokens.
For example, consider including geographic location in your introduction.
“Best Insurance Rates” versus “Best Insurance Rates in Atlanta” allows for specific consumers to relate to your content better than a generic statement.
AWI’s Email team is here to help!
AWI has a dedicated team for our end-to-end email solutions and they came together to share some important tips and tricks when it comes to your email marketing.
