Email marketing is known for some of the highest overall return
on investment (ROI) rates, when compared to every other digital
marketing channel available to marketers.
While it currently averages a total of
$38 for every $1 spent, there was a time when those numbers
were as high as $44
for every $1 spent. Those numbers drive marketers worldwide to give
email marketing a shot.
While those numbers are promising, they aren’t guaranteed.
That’s why marketing teams need to practice several different
practices, including the incorporation of various email
Email personalization tips go far past adding “Hi <Name>”
in your subject lines.
Email personalization used to mean simply including your
subscriber’s name in your email subject line and maybe once in
the body of your email copy. However, as technology has progressed,
that’s not all that’s expected. Email personalization tips now
include dozens of different tactics for making each of your readers
feel they’re being addressed on an individual basis.
Thanks to advancements in imagery, coding, and so much more,
email personalization can be taken to completely new heights, such
as creating automated emails that can detail a subscriber’s
personal data and be sent out with milestone or anniversary
Here’s an outstanding email provided by the fitness brand,
Really Good Emails
In this weekly email, there are several different forms of
personalization included, such as:
- The user’s name
- Total values for the week in various categories
- Which day was their most active out of the week
While this weekly email is sent out to every Fitbit user who’s
opted in to receiving them, each one is personalized down to the
Now, that level of personalization isn’t always viable for
every brand. It all comes down to your niche and the type of
content you’re sending out to your subscribers. That’s why you
want to take the time to utilize the email personalization tips
that fit your needs, not the needs of Fitbit or any other brand,
for that matter.
Why you need to start using email personalization tips in each of
your email campaigns
Receiving a personalized email used to be a sweet pleasantry.
Now it’s expected by consumers—so much so that it can have a
direct impact on your brand’s reputation. A personalized email is
seen as a positive when it comes to the overall customer
experience. Why? Because it shows your subscribers that you’re
paying attention to their individual needs, which equates to a more
positive experience when dealing with your brand.
of U.S. consumers have stated that they find marketing
personalization, such as personalized emails, to be “very” or
“somewhat” appealing. In another survey, 72% of consumers stated
that they would only engage with a brand if they’re utilizing
personalized messaging. Finally, when asked,
63% of consumers have stated that they have no problem cutting
ties with a brand that uses poor personalization tactics.
Not only does email personalization play a significant role in
your overall customer satisfaction, but it can also have a massive
impact on your overall email marketing success. Just check out some
of these :
- Birthday emails can generate approximately 342% more revenue
per email than your standard promotional emails. – Experian
- Personalized email marketing messages tend to generate an
average ROI of 122%. – Instapage
- Personalized email subject lines have the potential to generate
approximately 50% higher open rates than standard email subject
lines. – Oberlo
2 essential email personalization tips that are guaranteed to work
If you haven’t taken email personalization very seriously in
the past, then it’s time you start. Unsure of where you can begin
adding more personalization into your email marketing messages?
Then check out these two email personalization tips that are
guaranteed to help you succeed.
1. Include a preference center in your subscriber/customer’s
Most marketing professionals understand that asking too much of
a new subscriber is a bad idea. Yet, to create personalized
content, you need to know as much as you possibly can about each
subscriber. So how does one collect that data without coming off as
The best way to do this is to include a subscriber or customer
preference center in their user profile. When someone signs up for
your brand, traditionally, they have access to an account page or
preference page where they can make changes that suit their needs.
For example, when someone signs up for Walgreens’ rewards program,
they’re given access to a page for their personal information,
account preferences, and more. One of the preference settings
subscribers have access to is an email preference center.
This preference center tells the marketing team exactly what
each of their subscribers is interested in receiving in their
Another great example of a user preference center is this
example from Spotify:
Giving your subscribers the chance to tell you exactly what they
expect from you is an excellent way to help you create and share
only the most relevant emails to your subscribers.
After all, when it came to reasons
why consumers decided to unsubscribe from a brand, the top two
reasons were receiving too many emails and receiving emails that
weren’t relevant to them and their needs.
By including an email preference center, this eliminates both of
these issues through practicing proper email list segmentation.
is the practice of splitting up your email list into different
categories (segments). This allows you to send only the most
relevant information to each of your email subscribers. Some of the
most frequently used ways to segment your email list include:
- By age
- By gender
- By website activity (information received through website
- By geographical location
- By preferred email send frequency
- By email type (newsletter, promotional content, product
- By other preferences specified in your preference centers
- Create a subscriber preference center that allows your
subscribers to tell you what they want to receive in their
- Utilize email list segmentation to ensure you’re sending only
the most relevant content to the right subscribers.
2. Personalize your email copy and imagery.
Once you’ve gathered as much relevant information as you can
about each of your subscribers, it’s time to start putting that
information to good use.
While you already know that personalizing an email subject line
can significantly boost your email open rates, adding your
subscriber’s name to the copy of your email helps to continue
that personalized, one-on-one communication experience.
When personalizing the body copy of your email, you can do even
more than simply adding their name to the copy. Depending on the
email marketing software your team is using, you may be able to
customize your campaigns with custom fields, such as a
subscriber’s birthday and/or their gender. This allows you to set
up a variety of automated email campaigns that can be sent out
throughout the year, such as milestone emails or birthday
Really Good Emails
In this example from Chipotle, instead of inserting the
customer’s name, they chose to simply personalize this email with
the user’s birth date.
This ensures that the email isn’t sent to everyone on the
brand’s email list at the same time.
Instead, it takes into consideration each subscriber’s date of
birth (if they’ve included it in their email preference center)
and sends out the birthday incentive accordingly.
Another way to personalize your email body content is by
utilizing dynamic content that changes based on a user’s data,
such as their geographical location.
In the above example, the image selected changes, depending on a
subscriber’s geographical location.
When setting up the campaign, individual pieces of the email can
be assigned different personalization tags, such as location or
gender. That way, when a user opens the email, the content that
appears will match their user preference.
Another great example of dynamic content in action is this offer
by Adidas, who decided to create dynamic content based on the
- Utilizing user data allows you to include specific
personalization tags to each email campaign, allowing you to insert
the subscriber’s name to create content that’s unique to their
data, such as their birthday.
- Utilizing dynamic content allows you to share only content
that’s most relevant to each of your subscribers.
Email personalization is absolutely vital to the success of your
email marketing campaigns. Your subscribers don’t want to be
treated like a number on your list. They want to be treated like
the individual that they are. So, if you’re looking for some
pointers, keep this in mind:
- Utilizing a preference center makes segmentation simple
- Once you’ve got the right data in your hands, you can create
truly personalized, dynamic content that suits the needs of your
Want to learn more about email personalization? Be sure
to read our guide:
The Power of Email Personalization to Reach Humans (Not Just
Source: FS – Email Marketing Blogs!
2 Email Personalization Tips That Work Every Time