Email marketing has been a way for businesses to reach their existing customers and potential clients. It is a way to keep in touch with them, increase conversion rates, and grow a business.
However, companies have seen their email campaigns fail, with only a few people engaging with their content. One way to bring back engagement is through personalization. I hope this guide will help you explore more about 5 ways to personalize your email marketing to improve engagement and conversions.
Why personalized email?
Personalized emails use the recipient’s name, interests, locations, and other personal details to make the email more relevant to them. Personalization aims to make the email more relatable to the recipient, leading to engagement, conversions, and long-term relationships.
HubSpot once revealed that personalizing your email campaigns can increase engagement rates by up to 29% and conversions by 20%. So, not only does personalization create better engagement, but it also has a bigger effect on conversions, which is the ultimate goal.
How to personalize your email marketing?
1. Establish your email list, then segment it
The first step in personalizing your email marketing is collecting as much information about your subscribers as possible. The best way to achieve this is by providing a sign-up form asking for more than just their email address. Collect demographic data such as age, gender, and location, and ask them about their interests, hobbies, and preferences.
Once you have an established email list, segment it according to demographic data, interest, behavior, transactional data, and website activity. This enables you to personalize your emails depending on the recipient’s needs.
2. Use a conversational tone to enhance friendliness
Implementing real-time segmentation and personalization based on subscriber behavior and interests can help businesses deliver more timely and relevant content to subscribers.
For example, instead of “Please do not hesitate to contact us,” you could write, “Feel free to reach out anytime.” Or instead of using a formal greeting like “Dear”, brands can start with a friendly greeting like “Hey, [name]” or “How’s it going?”. Using humor and lighthearted language with memes or visuals to support the voice tone is highly encouraged.
Also, sending different emails, such as an abandoned cart, welcome, promotional, and event-triggered emails based on subscriber behavior, can help improve engagement and conversion rates.
The image below shows a follow-up email with a more hard-sell tone to get the audience’s attention and encourage them to take further action, as guided in the email.
3. Personalize your subject line
80% of people open an email based on the subject line. The first step in personalizing your email is to make it more enticing by having a personalized subject line. Using the recipient’s name in the subject line can lead to a higher open rate than a subject line with a generic approach.
4. Don’t just focus on selling content, diversify it
It is important to note that personalization doesn’t just mean using the recipient’s name in the email body. Personalizing emails also means customizing the content to the recipient’s needs.
For instance, you can personalize the body of the email through product recommendations, blog articles, industry news, and promotions. Use the information collected during segmentation to personalize the email’s message to the recipient.
5. Timely is a MUST
If you want higher engagement rates, you have to send the emails at the right time. From GetResponse’s data, emails sent on Tuesdays, Wednesdays, and Thursdays have higher open rates as they are working days, when we pay attention the most to working tools like emails.
Also, timing matters. What is the first thing you do in the morning when starting work? I believe most responses would be checking your phone’s notifications. Therefore, send an email early in the day or later in the afternoon, as people tend to check their notifications or email most during those periods.
In short, who does not want their favorite brand to notice their unique preferences and suggest favorite products, right? Though personalizing emails takes more effort than sending a generic email, the results pay off. Personalization lets you talk directly to your subscribers and better understand their needs and preferences.
If effectively implemented in the long term, this approach will ensure the loyalty rate. So, it is now the right time for your business to take action and utilize personalization to enhance business success!