Say My Name, Say My Name: A Human-first Approach to Email

In today’s market where consumers are constantly targeted with messages from brands, marketers must evolve their strategies to meet new expectations. Not only is email the preferred method of communication by consumers (Adobe Blog), it is also one of the easiest channels to leverage personalized messaging to drive a more contextual and relevant experience.

What is Email Personalization?

In terms of email marketing, personalization means leveraging a subscriber’s data to better target them with communications tailored to their specific needs. This includes information like their name, gender, where they live, which products they have recently viewed, bought and more.

Why Does it Matter?

The one-to-many message approach (i.e., sending one email or message to many or all subscribers with no segmentation or personalization) exposes subscribers to messages that are not relevant to them. Marketers have realized that the many-to-one message style (i.e., sending many personalized and targeted messages to a specific subscriber) is needed to reach customers more effectively.

Ditch the One-to-Many Message Approach

So, what can you personalize?

Personalization can vary from the implementation of the subscriber’s name in the email to changing the message based on the customers’ previous engagement with the brand. No matter what you personalize, make sure it provides real value to the subscriber.

4 Things to Personalize in an Email Campaign (from simple to complex)

  1. Use Their Name
    • Adding the subscriber’s name into the email lets the subscriber know that the message is for them and grabs their attention. This can be done by addressing them by their name or adding their name to the subject line, which according to Campaign Monitor, can increase open rates by up to 26%.
  2. Provide Unique Content and Imagery
    • Changing the copy of an email and its images is an effective way to target different segments of your subscriber list. This can be based off of location, gender, age or other aspects. A map at the bottom of your email showing the users’ location in context to the retail stores nearby is a great way to close the gap between online and retail.
  3. Offer Dynamic Discounts or Promotions
    • Changing the offer you send to your subscriber can be beneficial not only for your business but for your subscribers as well. There are easy ways to make sure the offer is relevant - for example, sending emails promoting women’s clothing to only women instead of all of your subscribers on the list.
  4. Deliver Personalized Product Recommendations
    • This is done by implementing the customer’s recent browsing and purchase history into the email to recommend products that the customer “might also like.” Also, by sending a repurchase email or reminding them that they forgot an item in their shopping cart through an abandoned cart email.

Leveraging Personalization Beyond Email

Marketing automation takes personalized messaging through cross-channel promotion, beyond just email marketing. According to Braze, formerly Appboy, cross-channel messaging can boost engagement by more than 9x.

Sources
  1. https://www.campaignmonitor.com/resources/guides/dynamic-content/
  2. https://theblog.adobe.com/consumers-are-still-email-obsessed-but-theyre-finding-more-balance/

For more tips, tricks, or insights on how to take your marketing from now to next, subscribe to our newsletter or contact Nicole Stone – Director, New Business Development at nstone@laughlin.com or 414.270.7235.