Home Digital Marketing Personalization in Email Marketing: Definition, Tips, and Examples

Personalization in Email Marketing: Definition, Tips, and Examples


Email marketing refers to any marketing approach that involves delivering commercial emails to a list of consumers or prospects. Technically, email marketing also includes one-on-one contact, such as messages sent to respond to a particular consumer question. It is critical for businesses to develop efficient and cost-effective ways to build connections with their consumers via digital platforms. Email marketing is high on our list because of its enormous reach, simplicity of use, and proven results. According to some estimations, marketers may get up to $38 in value for every dollar spent on email marketing.

What Is Personalized Email Marketing?

When you think about email customization, I’m sure the first thing that springs to mind is to include the recipient’s name in the email greeting and subject line. Although writing the recipient’s name is a guaranteed method to grab their attention, email customization examples are more extensive. Personalization is the process of using data about your customers to generate customized email messages that are relevant to particular subscribers and their unique interests. Check these statistics if you’re still unsure if you should customize your email marketing.

Why Is Email Personalization Important?

  • Customers are rewarded with a fresh experience. Brands’ primary aim is to understand the subscriber’s personality. With this mindset, reading emails becomes a pleasurable and thrilling experience. Personalization eliminates any annoyance from the user’s experience and replaces it with pleasant feelings.
  • Enhances the connection. Personalization tends to humanize seller-buyer contact. Personalized emails are highly valued since each subscriber believes that companies analyze and react to their preferences and requirements. Personalization raises shared value, and both parties benefit.
  • Total use of email possibilities. People nowadays are inundated with emails on a daily basis. When a brand effectively personalized emails, the potential of email as a marketing medium is reduced. As a consequence, fewer emails are needed to get outcomes. Respect is shown by reducing informational noise in the inbox.
  • Email marketing is a must-have. Because of triggered (event-based) emails, email customization is getting more exact and complex over time. Many tools are available on the market to help you apply personalization in your email marketing campaigns. If you still don’t customize your email campaigns but want to give them a go, have a look at the email personalization tools provided by eSputnik.

Personalization For Email Marketing Stats

These concrete statistics will take the guesswork out of the equation and explain why email marketing customization is such a hot topic.

  • As seen in the graph above, emails with custom subject lines boost open rates by 26%.
  • Another eye-catching statistic was given by Startup Bonsai, who said that 45 percent of customers believe that sending apologetic letters after bad customer experiences is the “coolest ” customized interaction strategy.
  • Personalized CTAs convert 202 percent better than non-personalized CTAs, according to HubSpot.

Types of Marketing Emails

1. Engagement Emails

Rather than immediately making a transaction, they are delivered to define your brand’s voice and value proposition. Engagement emails are often aimed at top-funnel and semi-consumers, as well as warm prospects. You can use a variety of engagement emails, such as a standard greeting after a customer signs up, content-oriented mails like tutorials as well as newsletters, insights into your brand or the customer, or re-engagement emails in which a low-engagement customer is sent appealing, persona-specific information. If you operate an online magazine, for example, you may give low-engaging clients notifications about new items in their fields of interest.

2. Transactional Emails

Transactional emails will make up a significant part of any email marketing plan. After all, they are responsible for daily latest updates, reminders, payment information, product monitoring features, surveys, and other sales interactions. But there’s no law that says transactional emails have to be boring and unremarkable. By changing the text, highlighting suggested foods after a successful transaction, and converting purchase receipts into shareable materials for referrals, you may integrate your brand identity. For example, after purchasing lipstick, a consumer may wish to promote the product on their social network – creative transactional messages make this easier.

Email Personalization Benefits

These figures are just the tip of the iceberg. There’s a lot still to email templates advantages than meets the eye.

1. Increase Open Rates

We get a massive amount of emails every day, so there just isn’t enough time to look through them all. That is why it is important to be open; an email must stand out of the clutter in your inbox and entice you to read it. Although the statistics above would be accurate, consumers are more likely to open an email if they are presented with particular tailor-made offers.

2. Increase Click-through Rates

Personalization has also been shown to improve click-through rates (by an average of 14 percent ). If you’re like most individuals, you wouldn’t click on a generic, unrelated offer or promotion. Instead, if companies fail to provide customized suggestions to your email, you will get angry and disappointed.

3. Increase Engagement

Brands can create a memorable experience for their subscribers if they play their cards well and utilize all of the data they’ve collected. Marketers are well aware of this, with 74% claiming that focused customization boosts consumer engagement. Consider EasyJet’s innovative idea to commemorate its 20th anniversary by sending a customized greeting to each of its clients. If this doesn’t make you feel special, I’m not sure what would.

4. Increase ROI

Personalization is more than simply giving people a nice fuzzy sense of being unique. It also has a quantifiable effect on your ROI. A well-documented customization approach was used by 79 percent of businesses that surpassed their sales targets (Personalization Development Study). Learn more about how customized marketing may help you increase sales by clicking here.

Ways To Personalize Your Email Marketing

1. Simple: use “YOU” and {NAME}

Yes, it’s an old, worn, and predictable strategy, but it works! Their names pique people’s interest. Using your name in the greeting and subject line, whether you like it or not, will attract your attention and boost the open rates (as Experian study showed, by 37 percent ).

2. Use Time And Location

It’s no secret that sending emails at a certain time of day may provide the greatest results. But, if your clients are in various time zones, how will you send them messages at the appropriate times? – It’s that simple! You just need to gather client information and automate email delivery at the most efficient moment. But, you may wonder, why bother? BustedTees, on the other hand, utilized this technique and did not repent it. Personalizing the time and place had a substantial positive effect on both the click-through rate (11% increase) and sales (8 percent uplift in email revenue overnight).

3. Segment By Gender

You may not agree with clichés such as “Men are from Mars, women are from Venus,” but you must admit that segmenting client lists by gender makes perfect sense. Especially for businesses that offer clothing, shoes, perfume, and so forth. Take, for example, Adidas. They utilized dynamic customization, which displays either a men’s or women’s version based on the gender of the receiver.

4. Use Behavioral Triggered Emails And Dynamic Content

When your subscriber performs an action or achieves a significant milestone, emails are automatically delivered. With their assistance, your business can demonstrate that it cares about its consumers and pushes them to move to the next level. 

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