Email personalization is one of the most popular strategies used to encourage users to make a purchase. While this is true, it is not a very new trend and is used by many. However, some companies can be lazy and consider personalization to be just about using people’s names. This strategy might work, but it is not the optimum way to personalise an email. If you want to stay ahead of your competitors, you should go a step further.
Let's use email personalization that goes beyond names
If you haven’t used personalized emails yet, you should know that you are not the only one. The reason for this is because it’s effortless to overdo it, and many businesses don’t know how to collect the right data. Even if they do collect it, they have no idea how to go about it with all the extra information.
Understanding email personalization (beyond the subscriber’s name) will bring you profitable results. Thus, in this article, we outline techniques that work far better than the name game.
Understanding the Name Strategy
It is inevitable that people are drawn to their name. When someone calls your name from across the room, your instinct is to turn around even if you don’t recognize the voice.
When people see their names in the subject line, they will pay attention to what you have to say.
The study by the Stanford Graduate School of Business has highlighted the following:
• It increases the probability of open rates by 20%
• It can boost sales by 30%
• It reduces the number of unsubscription by 17%
Regardless, as mentioned above, if you do it too many times, people will inevitably catch on. This action will then make them believe that it’s weird how much you’re using their names. Too much personalization techniques applied and people will send the campaign straight to the Spam folder.
Here are tips on how to do it right.
Collect Data That Matters
Collecting data is vital if you want to do it the right way. Hence, an excellent place to start would be through the sign-up forms. When a potential customer wants to sign up to the email list, you should ask them some additional questions.
If you want to get straight to the point, you should ask for:
• Date of birth
The most important thing to do is to keep it short and straightforward. Don’t make it look like a questionnaire. Take a look at the smart way TopShop does it.
As you can see, they aren’t being pushy or most importantly, invasive.
Now that you have the data from the potential customers, it’s time to gather even more data to go a step further than your competitors.
To do so, we recommend that you look at software integrations such as the ones below. If you do it manually, you will spend too much time, and you may be perceived as annoying by your customers.
Finally, if you haven’t found the right integration for your needs, you should set up a subscriber preference center. This will allow you to see what your customers are interested to know from you.
By giving people options to update their details, you will prevent them from getting unwanted emails from yourself. This technique will allow customers to set their own choices, and it also tricks them into believing that they’re more in control of their inbox.
Email personalization works better when you get creative with subject lines
Without a doubt, subject lines play a significant role in email marketing. This is why it’s one of the most used personalization tactics by all businesses regardless of the field of work. If you want to go beyond your competitors, you should think about using tools online such as Drip. This tool will split-test subject lines to uncover the style your subscribers are most responding to.
Take a look below to check out how easy it is to do the test.
As you can see, you can adjust the subject lines according to the data that you’ve already collected through the sign-up form. The relevant data will result in a subject line that will make your customers want to open the email.
Watch the Reader’s Interests
You want to be a step ahead of what your competitors are doing. This means that you have to be attentive to what people are doing on your website. Through this strategy, you can start personalizing emails by recommending products or services based on the reader’s past ones.
You may already know what I’m talking about as Amazon is notorious for this.
If you want to do this properly, you have to ensure that the landing pages are correctly done to ensure that the readers are directed toward the right place. In addition to this, if you believe that it’s time-consuming to do this for the whole email list, you can consider doing this for the majority of those who have shown interest in a particular topic.
Tip: If you want to make it very personal, you can add a discount code too.
More email personalization: make it urgent by adding times and dates
The main idea behind personalization is that you don’t want to look like a robot. Fortunately, there are numerous tools online that you can use to incorporate dates and times.
The reason why this strategy is widely used is that it encourages users to engage with your campaign. The limited-time offers will focus on the urgency of the situation, so people are more likely to take actions such as purchasing your product.
Another great thing about this strategy is that there’s no right or wrong way to do it, and there are countless ways to do it properly. For example, you can think about adding a “Buy Now” button or phrases such as “For Limited Time Only.” The goal is to make them believe that they shouldn’t leave your email sitting the inbox.