Since a few years personalization is one of the main trends and topics in ecommerce. A lot of companies try to personalize their website and also emails already. It is very crucial to personalize you emails, for example because the recipient will get more relevant information.
Why should I personalize my emails?
By personalizing your emails you can give the customer the feeling that you talk to them directly. Besides that you can also respond to the personal needs of the customer.
Some other benefits of personalizing emails:
- You can build up an relationships with your customer. You want to keep the customer subscribed for a long time so you need to send relevant information and products. This might be the main reason why big companies are personalizing their emails.
- Helps with confidence to your customer. Think about this, who will you trust between someone who calls you by name and someone who uses a generic greeting? The generic greeting doesn't build trust from your first interaction, making it harder to listen to what they have to say beyond the general greeting. This is the same for emails. Using the (first) name of the customer builds trust and confidence.
Which elements of my email I can personalize?
There are many elements that you can personalize. The main thing you need to keep in mind is that you test the elements (several times) before you start personalizing this element in every email.
Below I will give you some examples of elements that you can personalize.
- Subject line
The subject line can be personalized to trigger the customer to open the newsletter. It is like you speak directly to the customer. Some examples of personalized subjects:
- Have you seen our sale, James?
- Iris, check out our birthday gift
- Good news Patrick, your product is on stock again
- Preheader
In the preheader you can personalize as well. The preheader is the short text below the subject line. You can give the customer a small teaser of what they can expect what is in the email. Be aware that not all the email clients show the preheader.
- Intro text
It is almost normal that the intro text of an email mentions your first and/or last name. You can, of course, choose different variants, for example:
- Hi James
- Dear James
- Hello James
- Products
Another one that is commonly used: personalized products. In this case it is about the products that the customer is interested in. How do you know that the customer is interested in it? If you have a CDP you can see what categories and products the customer visited in the past. Based on that information you can create some product recommendations.
- Location
This might be a strange one to see in the list of examples, but it isn’t always about mentioning the name of the customer in the email. Also the needs of the customer is a kind of personalization. For example: in a part of the country where you deliver the weather forecast is rainy. If you sell umbrellas you can target to this area so you fulfill in the needs of the customer.
The options that I mentioned above are just a few of them. Always keep in mind to A/B test if you want to personalize. Just to be sure that the results are better and for example the open rate isn't decrease since you start to personalize the subject of your mails.
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