How Personalized Emails Create Happy Subscribers

How do you think your subscribers would describe your emails? Do your emails focus on getting sales? Or do you make more of an effort to encourage loyalty to your company?

The key is balancing the two. You can personalize your email newsletters in order to build relationships, and this leads to developing a loyal subscriber base who are happy to hear what you have to offer.

Easier said than done, right? I found emails in my inbox that range from going for a hard sell to ones I love reading and interacting with. These examples contain valuable lessons that you can use for your own campaign to create messages subscribers love.

Mountz Jewelers: The Useless Announcement

This is a promotional email from Mountz Jewelers announcing a grand opening for one of their stores:

The problem with this email is that I have no use for it. This mistake could easily be avoided by segmenting based on the subscribers’ location. Announcing a grand opening in your email works only if the subscribers can easily get to that store.

Alfred Angelo Bridal: The Targeted Sales Pitch

This is a promotional email from Alfred Angelo about a bridal accessories sale:

Although still clearly a sales email, this one does a much better job:

Neither Mountz Jewelers or Alfred Angelo do that much to get me to be a loyal customer. I don’t look forward to their emails nearly as much as the next two businesses that do make it more personal.

Active.com: Sharing Their Knowledge

This is a newsletter from Active.com:

Active.com makes it more personal by:

The only downside to their emails is their “Featured Events” section, which doesn’t have events near me. I use Active.com to register for all my races, so having upcoming ones near me would make a big difference.

TheKnot: Personal, Sharing, Selling…AWesome

This is a newsletter from TheKnot:

TheKnot newsletters I’m always excited to see. Why?

How Can You Make Your Emails the Ones Subscribers Love?

1. Use subscribers’ information- You should only ask for information you plan on using. If you’re only asking for name and email, you can still target subscribers in a specific area using their IP address.

Continue to learn about your subscribers so you can provide them with more personalized emails. You can set up new custom fields, or start off with looking at their click through history.

2. Provide useful information for the subscriber- Don’t be like Mountz Jewelers and send your emails to those that can’t use it. Build loyalty by making sure subscribers receiving your message have something to gain by reading it.

3. Don’t just go for the hard sell- Both Mountz Jewelers and Alfred Angelo could add more to their emails. For example, Mountz Jewelers could link up some good examples of coordinating Pandora charms and popular combinations. Try and include something fun and interesting that is relevant to what you’re selling.

4. Ask for more information for further personalization- While it’s nice that Active.com has a bunch of resources to share, I’m most interested in information that deals with marathon training. Active.com could ask subscribers why they are interested in a particular sport to narrow those resources down.


How Are You Personalizing Your Emails?

What have you done to make your messages more personal?

By:
Education Marketing Associate (Crystal Gouldey Moore) on Google

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9 Comments

  1. I ask many questions on the blog and then funnel/encourage current readers into newsletters that are tailored to them.

    That way I marry their needs and my content.

    6/1/2011 2:03 pm
  2. Great post- very specific detailed advice on some “how-to” segmenting and targeting-

    One thing Mountz could do is have an “Online Grand Opening” for those who can’t drive there (out of the region) – give them a similar time frame to shop discounted specials and have some inventory in an online catalog to cater to those who want to benefit from the opening but can’t logistically drive there-

    Just sayin’ . . .

    6/2/2011 9:26 am
  3. debbie

    Hi! this is fantastic, I like it.

    6/2/2011 11:58 pm
  4. Thanks for taking the time to make your point with such clear examples – very helpful indeed!

    6/3/2011 3:06 am
  5. Really helpful detailed post – thanks for spelling out how to do segmentation properly. I’ve heard I’m supposed to do it for ages, but it was all a bit vague and abstract, so this is great stuff.

    6/6/2011 5:40 pm
  6. You make it look so easy, and the quality is absolutely beautiful. I have been messing around with all the tools you have supplied for all of us to use and make us all stand out from the crowd. using your designed templates and all the information you need to be a very effective marketer with this type of emailing..Thank you for providing a first class program to all our members..

    4/17/2012 8:21 am
  7. I honestly believe that if what I have to offer is strong enough to get their emotions working the personalized email works in my favor.

    9/18/2012 6:45 pm
  8. Having an opt-in subscriber list is the single most powerful asset you can have in your online business.

    9/23/2013 11:27 pm
  9. BNB

    Very interesting ideas. I agree with Martin you need to personalize the emails.

    12/19/2013 10:49 pm