Get Personal, Get Results: 8 Email Marketing Tweaks
Email marketing has been assumed to be “dead” since everyone is on social media nowadays. But what if I tell you that, contrary to popular belief, at least 88% of people still check their email every day?
Email marketing itself is still alive and kicking. What’s dead is the old approach it used to take—mass, impersonal blasts that did little to engage the recipient.
We’re living in a world where everyone wants to feel special, so personalization is a must.
When you tailor your email to the unique needs and preferences of each subscriber, you can boost engagement, build stronger relationships, and achieve better results. Here’s how to personalize your email marketing campaigns for better results.
Segment Your Email List
Divide your subscribers into smaller, targeted groups based on specific criteria—such as demographics, purchase history, behavior, or engagement levels. You can create segments for new subscribers, repeat customers, or inactive users and craft customized messages that address their unique needs and interests.
This way, you can tailor your messages to resonate with each segment. Once you have the well-organized email list, it would be much easier for you to create content is relevant and valuable to the recipients, increasing the likelihood of engagement and conversions.
Use Dynamic Content
Incorporating dynamic content into your emails allows you to create a highly personalized experience for each recipient without having to craft multiple versions of the same email.
Jacek Zmudzinski, Team Lead at MakoLab says - “Dynamic content blocks can be customised to display different text, images, or offers based on the recipient’s preferences, past behaviour, or demographic information.” For instance, if you run an online store, you can show different product recommendations to different segments of your email list based on their previous purchases or browsing history.
Catchy Subject Lines and Greetings
The subject line is the first thing your subscribers see, and it plays a crucial role in whether or not they open your email. Use the recipient’s name, location, or other personal details in the subject line to grab their attention and make the email feel more tailored to them.
A subject line like “John, check out these deals just for you in New York!” is more likely to catch the eye than a generic “Check out our latest deals.” Also, start your email with a personalized greeting that addresses the recipient by name. Instead of a generic “Hello,” use “Hi John” or “Dear Sarah.” This small touch can make a big difference in making your subscribers feel valued and recognized.
Use Behavioral Triggers
Behavioral triggers are actions taken by your subscribers that can automatically prompt a tailored email response.
Let’s say a subscriber browses a specific product on your website but doesn’t make a purchase. You can send them an email with more information about the product, customer reviews, or a special discount to encourage them to buy. Or, if a customer abandons their shopping cart, you can trigger a reminder email that highlights the items left behind and includes an incentive to complete the purchase.
When you use these triggers, you can send timely and relevant messages that align perfectly with your subscribers’ actions and interests.
Tailor Content Based on Purchase History
The purchase history can be such a treasure trove of information that you need to boost the relevance and appeal of your messages. Analyze what your subscribers have bought in the past, so you can send them tailored product recommendations, special offers, or complementary items that align with their interests and needs.
You can also create personalized follow-up emails thanking them for their purchase, offering tips on how to use their new product, or providing information on related services.
Personalized Recommendations
These personalized suggestions can be presented in various ways, such as in a "Recommended for You" section within your email or as part of a tailored offer.
Here’s an example from Zee and Co. Take a cue from Zee and Co., for instance. They shoot out a personalized newsletter email to potential customers who haven’t bought anything yet, showing them items they might be interested in based on what they left in their cart.
This approach not only makes your email outreach more useful and engaging for your subscribers but also improve the likelihood of conversion by providing them with relevant options that they are more likely to be interested in.
Send Personalized Birthday and Anniversary Emails
Your email marketing doesn’t have to be business-related topics all the time. Even a quick birthday or anniversary message can mean a lot to your subscribers.
Sending personalized birthday and anniversary emails not only shows that you value them as individuals but also provides an opportunity to offer exclusive deals, discounts, or gifts that make them feel appreciated.
You can go extra miles by adding some motion graphics to make it catchy and even memorable.
Optimize Send Times Based on User Activity
Timing is crucial in email marketing, and sending your emails when your subscribers are most likely to check their inboxes can significantly boost open and engagement rates.
Don’t forget to analyze your subscribers' past behavior and activity patterns. This will help you identify the optimal times to send your emails to each segment of your target audience.
If you notice that a particular segment tends to open emails more frequently in the evening, schedule your campaigns to reach their inboxes around that time. If another segment is more active in the morning, adjust your send times accordingly.
Wrapping Up
Email marketing can be just as powerful as any other marketing tool when done right. Those old-school methods with long-winded text and pushy sales pitches just don’t cut it anymore. With all the personalization tips we’ve talked about, you’re now set to elevate your email game and make a real impact.
