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6 Tips to Personalize Your Emails that Go Beyond a Name

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Personalization is the latest buzzword in digital marketing, but it’s an important one. In a world where consumers are constantly bombarded with information and advertisements, it’s hard to stand out in the crowd. As a result, consumers often feel like they are just another number to businesses.

Personalization makes customers feel heard and valued because content and campaigns are targeted to their individual needs and goals. But how does email personalization work and how can you succeed with your campaign?

What is email personalization (and why is it important)?

Email personalization is all about using customer data to create and send email messages that feel like they’re tailor-made for each individual. The content in your messages will touch on their unique pain points, wants or needs.

Personalization is important because it makes customers feel valued. They feel as though you’ve written the message just for them and understand their individual needs.

In today’s world, personalization is crucial in marketing, especially email marketing. But, if you’re new to the game, you may not know how to personalize your emails. Here are six tips.

1. Pair personalized emails with landing pages

It’s important to personalize emails in Gmail, but if you want to go a step further and make your email campaigns more effective, you should pair your emails with the appropriate landing pages.

Your emails and landing pages should:

  •         Have a similar look and copy
  •         Share the same call to action

The goal is to create a seamless customer experience, from the message to the landing page to the checkout page.

To pair personalized emails with landing pages, you will need to:

  •         Create different landing pages and emails for each segment
  •         Ensure that your content is personalized to the segment’s needs and focuses on their pain points.

While it may seem like a tedious and time-consuming process, the results will be worth it. Many businesses that follow this strategy are able to boost their conversion rate dramatically.

2. Use list segmentation

One of the simplest and most effective ways to personalize your emails is to use segmentation. Segmenting your list means grouping your list into different segments (or groups) that are similar. They may have several things in common, such as:

  •         Gender
  •         Location
  •         Position within a company
  •         Pain points

How you segment your list will depend on your industry and goals. In any case, segmentation will make it easier to send more targeted, personalized emails that are relevant to your customers’ needs and their unique problems.

To ensure that your segmentation is a success, make sure that you use an email verification service to check, verify and clean up your email list.

3. Use browsing data

Another great way to personalize emails is to use your subscribers’ browsing data. Cookies can help you gather data on your subscribers’ browsing history on your website. You can use this data to create emails featuring:

  •         The products they were viewing
  •         Items in their carts

Browsing data is especially effective for cart recovery emails or when trying to cross-sell products.

4. Use email automation

Automation tools can help you send personalized emails at just the right time. For example, you can send messages based on actions the subscriber takes. Not only does this help you get your message across at the right time, but it also makes your subscribers feel valued and important.

Automation can be used to send:

  •         Welcome emails
  •         Nurturing messages as part of your email campaign
  •         Reminders of items in their cart

5. Personalize your business

If you’re looking for the best way to personalize business emails, this tip may be it. Customers – whether you’re in B2C or B2B – want to interact with people and not companies. When they can put a face to the company or brand, it’s much easier to build trust and nurture the lead.

Rather than sending emails from your business, consider sending messages from individuals within the company, such as someone from the marketing team or the CEO.

6. Use personalized content

Personalized content is at the heart of personalized emails. The copy in your messages can make or break your campaign.

You can make your content more personalized by:

  •         Using the language and tone appropriate for your audience. Friendly and personable language is typically best for emails.
  •         Letting your brand’s personality shine. Don’t be afraid to inject some humor into your copy.
  •         Being relevant. Make sure that your messages are relevant to the customer.

When you use personalized content, your subscribers will look forward to opening your messages and interacting with your brand.

Personalizing your emails can help increase conversions and build brand awareness. Use these six tips to start personalizing your email campaigns today.

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