The Age of Email Marketing Personalization

Personalized Email

Give Your Newsletters More Personality: Strategies for Email Marketing Personalization

Your contacts’ inboxes are chronically overfilled. You want to stand out from the crowd with your next email campaign, but it can be really tough.

Ironically, it’s email marketing’s very success and inherent advantages that makes it so difficult to stand out. Lots of marketers are vying for the attention of us all, and sometimes it can feel that we’re drowning in email.

But why are certain emails ignored and simply trashed? And what can you do about it?

People have had enough of un-personalized, bland content. They are waiting for content that adds value, and that they can engage with. In other words: personalized content that speaks to their individual preferences.

In order to build a strong relationship with your customer and convince her that your products really are the best, you’ve got to differentiate yourself from your competitors.

The secret? Welcome to the age of email marketing personalization.

A personal touch works wonders: it makes people curious, and leads to more email opens and views. More opens leads, naturally enough, to more clicks and engagements.

But how exactly can newsletters be personalized? We’ve collected a few tips that are pretty easy to implement, and which can help you raise open and click rates.

A Personal Email Greeting Pays Off

How should I greet my customers? Every email marketer has asked themselves this question. Unfortunately, there’s no set-in-stone recipe here, but generally speaking, it’s better to address them in a personalized manner.

Personalized means addressing them on the basis of the data you have about your customers. Ask for your customers’ names when they’re signing up for your newsletter. All of your contacts should have the feeling that they’re not just another face in the crowd, but that you really care about them and want to do your best for them.

Be concrete! Avoid boring and generic greetings like “Greetings Subscriber.” These types of greetings only make sense if you really don’t have any other concrete information.

People like to see their names in emails, and using their first name is your best bet, particularly if you’re a B2C business. If you don’t have their first name or your particular business requires it, using “Dear Mrs./Mr.” is also ok. Don’t have a last name? Try something like “Hi there,” or “Good morning!” instead of „dear customer.“

As a marketer, you’re already familiar with your target groups and the best way to engage with them. The basic point is to make sure that your overall marketing strategy carries over into your email marketing strategy.

The last thing you want is for customers to read a print advertisement that is very technical and formal, and then to get an email from you that’s very casual and informal. Speak with a single voice, and make sure that voice shines through from the start by using a personalized greeting.

Greeting Examples for Your Next Email Campaign

It can also be an effective strategy to connect interests with your greeting. A greeting that builds a sense of belonging to a certain community can be an effective strategy. Here are some examples of what we mean:

    • Dear Sports Fan
    • Namaste, Yogis
    • Hi there, Football Fan!
    • Hello, World Traveler
    • Dear Fashionistas
    • Dear Chefs,

More Personality in the Subject Line

Your email’s subject is the very first thing that your contacts see, and often is decisive in whether that email is opened. Your subject line is too important to be boring and useless. All subject lines need to be short, to the point, exciting, and personal.

Avoid unnecessary information. The rule of thumb is that the subject should contain information about what’s in the email, but not give away too much. You need to awaken the curiosity of your contacts.

Using the words “newsletter” or the name of your company, for example, probably isn’t necessary. Use the space for something better!

You don’t want to use two greetings in the same email, so think twice before putting another greeting in the subject.

But there are tricks you can use to awaken feelings of personality within the subject. Use pronouns like “your” or “our,” which speaks directly to your contact. You can give personalized recommendations, for example.

Here are some examples of successfully personalized subject lines:

  •  Questions that only you can answer
  • 20% rebate for your first purchase
  • Your opinion is important to us
  • Our Studio Tips For You
  • The best travel deals in your region
  • XX, your free training is waiting for you
  • XX, we have a great surprise for you!

Generate Trust with the Sender’s Name

Instead of using the firm’s name, try using a real person’s name. Your goal is obviously to raise brand awareness, but your brand isn’t a real person and won’t give your email a personal touch. A combination of a name and the company (Laura from Amazing Firm) is a possibility to get the best of both worlds: a real person’s touch along with your brand name.

You can show that there are actually real people behind the brand. The distance between you and your contacts is narrowed, and people are more likely to read what you have to say.

Email Marketing With Personalization!

Newsletters need to do the following: they need to be relevant for your contacts, lead to interaction(s), make people curious, and they need to add value and awaken interest.

Write with personality. Try to engage with your customers as people, and not just as numbers. Making your newsletter into this is an art, especially when you’ve got thousands of contacts on your list.

Nobody said it was going to be easy, but the returns on investments will make all of your efforts worth it.

The best way to personalize your emails is by using professional newsletter software. We’ve heard that Newsletter2Go is pretty great…try for yourself today!

Über den Autor

Ian Roderick
Communications Manager at Newsletter2Go.

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