The Case for Email Personalization

Reading email on a iPhone The Case for Email Personalization

You work hard to make sure your email packed full of useful information that is fun to read. In a world where nearly every company on the planet emails for one reason or another, competition for inbox attention is fierce. Here’s a simple change that can boost your email click-through rates significantly, Email Personalization.

What is Email Personalization? 

Email personalization makes the emails appear to be tailor-made for the reader. Often the recipient’s name is added to the subject line and merged into the newsletter. However, there are many ways to personalize emails to improve their performance. 

You may think personalization takes a lot of work but not really. It just takes some planning. 

Subscription forms can gather the first name of the subscriber and using a merge tag, and you can work it into your emails. 

Your subscriber didn’t give you their first name? Use Dear friend or Hey there with friend or there replacing the first name. This is easily done once you know how.

The Results

By adding the user’s name to the subject line, you instantly grab their attention. The message you’re sending is not just personal; it’s important. By using their name in the subject line, you’re improving the probability the recipient will open the email by 20%! This will result in a jump in your open rate, which, in turn, can lead to a boost in conversions!  

Not only does it improve open rates, but it also diminishes the chance of an unsubscribe by 17%! As a subscriber scrolls through their inbox, their name jumps out at them. People like to be recognized and acknowledged, so it’s human behavior that makes email personalization a hit with purchasers and subscribers.

The best part of this strategy is it’s simple. You just need to collect first names.

When it comes to ‘return on investment’ this is a winner. It will give you immediate results without costing you a dime. 

Targeted shopping recommendations are the next step. These come from the user’s purchase history and redirect shopper back to items they may have left in their cart without purchasing or items that complement last purchase. (The old retail “add on”.)

If you’re ready to take your email campaigns up a notch, add email personalization. You’ll see higher conversions and loyal customers virtually overnight.

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