According to a recent study from Marketing Land, personalized emails yield transaction rates six times as effective as traditional promotional emails. You can expect a 29 percent increase in open rates and 41 percent in click rates for promotional mailings. Interestingly, however, 70 percent of brands fail to reap these benefits because they don’t personalize emails.
If you’re looking to get started, here are three strategies to keep in mind.
Gather Data from Subscribers
Before you can customize the emails you send to your heart’s content, you must first get to know your recipients. What better way to do that than by gathering info on them based on their purchase history? Pay attention to user behavior and track these when they visit your site. Also, encouraging your customers to sign in and willingly provide you with some more details.
Use Default Values
While it’s good to know your audience on a certain level, there is such a thing as a too much personalization. In this case, it’s best to use default values like instead of using the recipient’s full name, change the value to “Customer”. This is also useful if you don’t have all the names of your customers in the database as it makes your emails more uniform. You just have to be careful with these default values and make sure that it can apply to all your customers in order to avoid failed targeting.
Add Some Imagery
The saying “a picture paints a thousand words” applies to the subject of personalized emails as well. So long as the image you choose can somehow be relevant to the recipient and pique their interest, you might even increase your click and open rates. Images can also become an alternative to the standard From and Subject lines if you want to set yourself apart from other brands.
Study: Personalized Emails Deliver 6X Higher Transaction Rates, But 70% Of Brands Fail To Use Them, Marketing Land