As subscribers get fatigued by the increasing volume of emails in their inbox, email personalization is no longer a choice for your marketing emails. Nowadays, customers are expecting relevant, tailored, and useful email marketing which leads to a strong long-term relationship with brands. Here are our top 5 email personalization tips to increase customer engagement.1. Start by Using Customer’s First Name
This is the first step of personalization. We like it when someone addresses us by our name because we feel valued.
While the exact syntax varies, most Email Service Providers (ESPs) allow you to automatically show a subscriber’s first name. You can use the first name field in several places in your emails:
• As a part of the intro in the email, such as “Hello FIRSTNAME! We’ve missed you!”
• In the email recipient TO: field, such as “TO: Jess <[email protected]
• Or including the subscriber’s first name in the subject line.
Using the first name and personalized subject line is not enough. It should be a starting point, but it is important to incorporate the succeeding methods as well.2. Use Dynamic Content for Effective Personalization
Nowadays, subscribers have low tolerance for irrelevant emails in their inboxes. If you keep sending them emails with products they are not interested in, you risk losing a perfect lead.
Dynamic content is a type of content that helps companies send different emails according to the interests or the past behavior of the clients. It also helps companies save time by sending relevant emails at once to their subscribers.
For example, a global brand could offer promoted products in the nearest local shop to the subscriber’s location. A brand that offers clothes could have images and text that change depending on the subscriber’s gender – emails with different content will be sent to men and women.
As your customers learn that your emails are always relevant to them, your click-through rate and ROI will improve and increase.3. Recommend Products Your Customers Will Love
It would be great if customers bought anything we recommend to them. But, in reality, they only buy recommended products that are similar to previously purchased ones, or relevant to their preferences.
With the help of ESPs you can integrate recent purchases or the browsing history of your customers into your email marketing. By increasing the relevance of your emails, you will see your sales up-scale.
Here is a good visual example of recommended products: