Email Personalization

What is email personalization?

Email personalization is the process of customizing the content of a message to provide a personalized experience for each person who receives your marketing emails. You can incorporate simple personalizations such as someone’s name or geographic location. You can even customize a section of content or an image based on characteristics of a subscriber.

Why should I personalize emails?

Personalizing your emails builds trusting relationships with your audience. It shows that you recognize your audience as unique people rather than a mass of email recipients. Email personalization can also help you send tailored content to different subsets of your audience.

How do I personalize my emails?

Below are a few ways you can personalize your emails:

• Include first name personalization in the greeting or subject line
• Segment subscribers based on tags to send relevant content
• Send emails at the right time based on whether someone has opened or clicked an email recently
• Recommend products based on purchase history

Related: Master Email Personalization with these 5 Best Practices

How and what should I personalize for better email marketing?

Other than adding your subscribers’ first name to your emails, you can personalize the content that your recipients see in the email. You can do this by identifying your unique audience segment and writing content addressing the wants, needs, desires and pain points for that specific group of people. Then, only send that email to people in that group for a personalized experience.

Where would I gain the most benefit from personalization?

While personalizing an email with your subscribers’ first name is a nice way to add a personal touch, the most benefit from personalization comes from sending hyper relevant content to the right people at the best time.

If your readers feel that the content in an email is specifically for them and their needs, they are more likely to open and click through the email to your website.

How does email personalization work?

Email personalization works best when you have the information needed to segment and send relevant emails. The first step is collecting data, like first names on sign up form fields, so you can easily add personalization through your email service provider.

You can also collect information by applying tags when subscribers sign up for a particular download, land on a specific web page, click a link in an email or even open an email. This information lets you create segments and send personalized emails.