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.
By Crystal Gouldey June 1, 2011
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:
- They are using the information I provided at sign up to send me information on accessories for brides, as opposed to something other wedding party members would need.
- They include a “Find a store” tool which is very helpful.
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:
- Noting I’m interested in running and making sure that I get all running related information.
- Providing links to a wide variety of topics that could help me.
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?
- They make it personal to me and what I’m doing.
- They use my name and wedding date, my location, and where I am in the planning process to deliver content that’s relevant to me.
- They make sure to include links to products and sponsored vendors in every newsletter, but the focus is on the personal content, which is a smart move.
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?