What Is Email Personalization?

Definition

Email personalization involves taking note of an individual’s unique preferences, demographic information, and buyer attitude to craft content that will resonate with them the most. By tailoring email content to specific customers, you can increase engagement and give your customers a smooth experience. Research also shows that 72% of audiences will only engage with a message if it’s personalized.

Example

Amazon showcases its strong email personalization skills by sending customers who browsed an item a follow-up email. In the email, it suggests items similar or related to the products that they just browsed and also highlights deals that would appeal to the user. This increases the chances of a sale and shows customers that the brand cares about their preferences.

Methods of Email Personalization

Emails can be personalized in several different ways. Here are the three most common methods to customize emails according to audience specifications:

• Dynamic Fields: Dynamic fields are placeholders in your email template that automatically pull in specific details about the recipient, such as their name, location, or recent purchases. For example, instead of starting your email with a generic “Hello,” you can use a dynamic field to greet the recipient by name, such as “Hi, Sarah!” This small touch instantly makes your message feel more personal.
• Behavioral Triggers: Behavioral triggers take personalization a step further by responding to what your audience is doing or not doing. These triggers are based on specific actions (or inactions) your audience takes. For instance, if someone abandons their shopping cart, you can automatically send a follow-up email reminding them of the items they left behind in their cart.
• Segmentation: Segmentation is all about dividing your audience into smaller, more targeted groups based on shared traits or behaviors. For example, a clothing retailer might segment their audience by gender, sending promotions for men’s jackets to one group and women’s sweaters to another.

Benefits of Personalization in Email Marketing

Around 80% of customers prefer a brand that focuses on personalization and provides their customers with a unique experience. Prioritizing personalization in your email messaging offers other substantial benefits, improved customer engagement, increased brand loyalty, and a higher revenue potential.

By personalizing your email marketing, you are showing your customers that you are attuned to their specific needs and preferences. This will help you build a more solid relationship with them, foster trust, and keep them as your customers.

Related terms

• Recipient Segmentation
• Email Campaign
• Key Performance Indicator
• Conversion Rate

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