{"id":7709,"date":"2022-01-30T01:31:06","date_gmt":"2022-01-30T01:31:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/30\/top-5-email-personalization-tips-how-to-do-more-with-your-data\/"},"modified":"2022-01-30T01:31:06","modified_gmt":"2022-01-30T01:31:06","slug":"top-5-email-personalization-tips-how-to-do-more-with-your-data","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/30\/top-5-email-personalization-tips-how-to-do-more-with-your-data\/","title":{"rendered":"Top 5 Email Personalization Tips: How to Do More with Your Data"},"content":{"rendered":"

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Engagement plays a crucial role when it comes to improving your email ROI. But with global email volumes at an all-time high, it\u2019s never been more difficult to pique subscribers\u2019 interest.<\/p>\n

So, how can marketers set their campaigns apart from the competition? The answer is personalization.<\/p>\n

Higher email volumes have resulted in higher standards from subscribers. Cookie-cutter campaigns won\u2019t cut it anymore\u2014today\u2019s consumers expect personalized, relevant messaging that\u2019s worthy of their time and attention.<\/p>\n

But what exactly does personalization entail? Why is it important? And how can you use it to enhance your email campaigns, increase engagement, and drive revenue?<\/p>\n

Let\u2019s dive in.<\/p>\n

What is personalization?<\/h2>\n

Personalization (in the context of email marketing) involves using subscriber data to create targeted, relevant email content. This could be anything from their first name or the last purchase they made to their favorite color or where they live.<\/p>\n

Personalization can vary in sophistication. On a basic level, it includes tactics like using a subscriber\u2019s first name in the subject line. But more advanced tactics include altering the content of an email based on a subscriber\u2019s age, location, marital status, or other data you\u2019ve gathered about them.<\/p>\n

Why is personalization important?<\/h2>\n

Subscribers are hungry for experiences tailored to their interests and needs. In a recent study, 73 percent<\/a> of consumers said they would rather do business with brands that use personal information to increase the relevancy of their experiences\u2014and a staggering 86 percent<\/strong> said personalization influences their purchasing decisions.<\/p>\n

Personalized emails significantly boost consumer retention rates, conversions, positive engagement, and ROI. Programs that fail to implement nuanced personalization techniques run the risk of missing out on valuable engagement, building personal relationships with their audience, and driving revenue.<\/p>\n

How can I use personalization to increase engagement and drive revenue?<\/h2>\n

Nearly 40 percent<\/a> of marketers say email personalization is their biggest challenge. If this sounds like you, here are some tips to help you get started:<\/p>\n

1. Incorporate zero-party data<\/h3>\n

Zero-party data<\/a> is information a customer shares voluntarily with a brand, such as their name, age, location, and personal interests. This data helps senders deliver highly personalized brand experiences to subscribers.<\/p>\n

What\u2019s great about zero-party data is it\u2019s free, accurate, and compliant with evolving privacy laws and regulations. Plus, since marketers aren\u2019t taking this data without permission, it helps them build trust with subscribers\u2014a key step towards increasing customer loyalty and engagement.<\/p>\n

But before you can start using zero-party data to personalize subject lines, body copy, and even determine email frequency, you must first ask subscribers to provide it.<\/p>\n

One of the best ways to do this is via a preference center<\/a>. Preference centers allow subscribers to tell you about themselves and make choices about the emails they\u2019ll receive.<\/p>\n

La Creuset\u2019s preference center, for example, asks subscribers for information that\u2019s truly relevant to their email program. Not only can subscribers provide basic information like their name, birthday, and location, but they\u2019re prompted to communicate their favorite color, preferred email frequency, and level of cooking expertise. This information gives La Creuset everything they need to create highly personalized email content that subscribers find valuable.<\/p>\n

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2. Segment your email list<\/h3>\n

Segmentation is the process of dividing your list of subscribers into specific groups using a set of defined attributes, like account activity or purchase history. The goal of segmentation is to better target your subscribers with relevant content.<\/p>\n

Segmentation is tied to major lifts in subscriber engagement. In fact, segmented marketing campaigns generate 14.64 percent<\/a> more opens and almost 60 percent more clicks than non-segmented campaigns. In addition to higher engagement rates, brands using segmentation strategies can achieve revenue increases of up to 760 percent<\/a>!<\/p>\n

Netflix does a great job using account activity to personalize email campaigns. They often leverage behavior patterns (e.g., viewing history) to deliver individualized recommendations. For example, in this email, Netflix recommends shows and movies specifically for fans of \u201cStranger Things\u201d to watch next.<\/p>\n

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3. Use dynamic content<\/h3>\n

Dynamic content allows senders to personalize blocks of content within the email to better resonate with individual subscribers. Even basic information like someone\u2019s first name can be leveraged to present tailormade product recommendations.<\/p>\n

This email from Monica Vinader uses the subscriber\u2019s name in the body of the email and creatively leverages dynamic images to personalize products with the subscriber\u2019s initial, proving we don\u2019t need to know everything<\/em> about our subscribers to deliver cleverly personalized content.<\/p>\n

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4. Leverage automation<\/h3>\n

Automation is an easy way to create lasting connections with subscribers and offer services or products that are relevant and timely.<\/p>\n

Triggered campaigns like abandoned cart or birthday messages help build customer loyalty and improve ROI. (Activity and lifecycle-based triggers produce at least 21 percent<\/a> of total email marketing revenue!)<\/p>\n

Glam Glow uses automation to send highly personalized cart abandonment emails. Subscribers are reminded of a product they showed significant interest in, and\u2014through the use of dynamic images and social media integration\u2014they can see that specific product being worn by real consumers.<\/p>\n

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Automation can also be used to let customers know when they\u2019ve reached certain milestones. These emails help brands reiterate the value a consumer found in their service or product. <\/span>\u00a0<\/span><\/p>\n

Lyft relies heavily on personalization in their year-in-review emails to emphasize the special relationship between brand and consumer. The review includes an individual\u2019s star rating, areas visited, and the total number of times they used their service.<\/span><\/p>\n

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5. Be location-specific<\/h3>\n

Effective personalization means sending customers the information they want, when they want it.<\/p>\n

Sending campaigns outside of a subscriber\u2019s time zone might mean they miss out on special deals or promotions, creating a poor subscriber experience. Plus, deploying emails at a time when your audience isn\u2019t likely to be active or online means your messages end up further down in the inbox, which may result in lower subscriber engagement.<\/p>\n

In addition to correctly timed deployments, location personalization allows brands to integrate local holidays, celebrations, cultural norms, and activities into their promotions and campaigns. Ritual uses location data to highlight local restaurants near a subscriber\u2019s office, and even shows where coworkers dine to create a familiar, hometown experience.<\/p>\n

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Conclusion<\/h2>\n

No matter the brand, email personalization can be greatly beneficial for both senders and subscribers. Taking advantage of these tips is a great way to start increasing engagement, building strong customer relationships, and improving your email ROI.<\/p>\n

Now that you\u2019ve become familiar with email personalization, discover how to attract high-quality subscribers to your email program by checking out our eBook, 30+ Quick Tips to Grow Your Email List<\/a>.<\/p>\n<\/p><\/div>\n