Your Guide to Email Personalization
If your brand isn’t already using email personalization, you may be missing out on securing vital business. In fact, according to Rich Relevance revenue is 5.7 times higher in emails that employ personalization versus those that don’t. One-size-fits-all email campaigns need to be a thing of the past for any modern marketer hoping to find success.
Below, we’ve listed some tips that have worked for UPRAISE and our clients. Contact us today if you’d like help starting your personalized email campaigns.
Start with the subject line
As simple as it may sound, personalized subject lines garner 50% higher open rates, compared to their general counterparts. Including something as simple as the recipient’s name can help catch their eye and create an action such as opening the email and making a purchase. The below example from Club Pilates:
Don’t let up in the email’s content
Once you’ve hooked the reader with a personalized subject line, don’t let up in the body of the email. It’s simple enough to include their name or business in the introduction, but a more advanced approach should also include personalized details in the body of the paragraph. Whether you highlight a specific product they looked at on your site or identify a relevant pain point, letting the reader know that the email is specific to them will capture their attention.
The below example from a spa may not have the fanciest formatting but does an excellent job of personalizing the email while offering a relevant incentive.
You can ethically capture personalized information via sign-up forms, using links to track their history on your site and by reviewing their purchase history.
Finish with a strong call to action
Calls to action can have just as much of an impact as any other part of your email and should prompt the customer to visit your website and send them to a specially made landing page where you can help them move further along in the sales funnel.
The below example has two calls to action that address completely different needs—possibly highlighting two different customer pain points—and sends the reader to two different landing pages that address those needs.