A personalized email is an email sent by companies using subscribers’ personal data to provide them with more relevant offers and ensure a positive communication experience.

Personalization means a lot for email marketing since it enables to send more relevant emails based on personal information that users voluntarily share when subscribing to the email newsletter. There is a wide range of options for personalized email usage: from mass emails with personalized subject lines to behavior-based trigger emails like abandoned cart email, reactivation email, and birthday emails.

The video explains step by step how to send personalized emails in SendPulse.

Why should I use personalization?

  • Boosts ROI. If you master personalization in your email campaigns, you can expect your revenue increase by 5-15%.
  • Results in better engagement. According to Accenture, 91% of people are more likely to buy from companies that send personalized emails. If you invite people to your webinar and add a photo of their city to an invitation email, chances are that positive emotions will make the job.
  • Improves sender reputation. A high level of engagement that personalization adds to email marketing results in fewer spam complaints and lower unsubscribe rate. It has a positive impact on your email deliverability and ensures better sender reputation.
  • Motivates users to share personal data. 83% of consumers are willing to share their data with brands if that enables personalization, according to Accenture study. In exchange, brands should be transparent and fair about the way they use this information. Let’s say a middle-aged male user subscribes to receive newsletters from a travel equipment online store. During the subscription, the store should inform that they will use the information about his gender and age to send exciting email campaigns.
  • Increases open rates. Aside from the sender’s name and preheader text, the open rate is mainly determined by the subject line. Personalized subject lines lead to 50% more opens, and this technique is easy to implement. People need to enter their name in the subscription form, so that you could add a {{name}} variable to the subject line while creating an email campaign. “Richard, don’t lie to me, tell me where have you been last month?” — could be the subject line of some reactivation email.
  • Helps to create relevant content. Companies that know a lot about their subscribers demonstrate their products and services in a more creative and engaging way, tailoring them to the right audience. For instance, it’s a good idea for the sports shop to offer discounts on baseball equipment if a person displayed interest in Major League Baseball.
  • Meets subscriber’s expectations. When people subscribe and provide you with personal data, they expect a personalized approach from you and ignoring that fact gives your audience a frustrative experience and raises a question about trust.

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How to personalize email?

The philosopher’s stone of email marketing is creating the thoroughly personalized emails, totally individual for each subscriber. Although it remains a dream, personalized emails already allow companies to implement a consumer-centered style of communication, so check out some useful tips and best practices for creating your personalized emails:

  • Segment your mailing list. Segmentation is a method of dividing subscribers into different groups that have something in common like gender, age, location, preferences, etc. Find out which segmentation strategy fits your business. If you sell surfboards in the USA, it’s a good idea to segment your customers based on geographical principle. There are more surfers on the West Coast than on the East, so approach these audiences bearing different climate conditions in mind. Here’s a guide where you’ll discover the variety of segmentation principles. SendPulse enables you to add segments into your mailing lists with ease.

  • Personalize subject lines. Add subscriber’s name in a subject line because calling a person by name is a first step to building trust. Make them think “yeah, that’s my friend speaks to me!” Here’s an instruction on how to personalize a subject line.
  • Use smart personalization. Savvy marketers know the subject line personalization is a tip of an iceberg. Utilize data about gender, age, location and create variables in the mailing list. Smart personalization allows you to send emails based on one email template, but containing different text pieces or images depending on these variables.
  • Send triggered emails based on behavior. Automated emails like abandoned shopping cart email, reactivation email, and birthday email are triggered according to users’ actions. Such emails tell people that you always care about them, giving that friendly feeling, which we all miss in the digital world. Documentation on how to create automated emails with SendPulse is here.
  • Allow subscribers to set preferences. Add the preferences block in your emails’ footer to gain your subscribers’ credibility. If you represent news resource, let people decide upon the desirable content to receive: politics, ecology, technologies, nature, etc. It helps to build trustful relationships with the audience and get data for more advanced personalization in the future.
  • Inform users about your privacy policy. In the confirmation email — the second stage of the double opt-in process — explain the way you will use subscribe’s data.

Personalized email examples

An email with a personalized subject line. It is an example of the easiest way to personalize emails, and it works, visually standing out from the crowd of other emails.
Personalized subject line

Abandoned shopping cart email. Adidas reminds about the product left without buying and adds a bit of time sensitiveness, telling that this pair will be there for only ten days.
Abandoned cart email

Email based on segmentation. This email about animals got to the inbox because of the preferences discussed during the subscription.
Segmentation based email

Birthday email. Emails like this one from Converse sent using subscriber’s birth date as a trigger. The main idea of this particular email is to sell and give positive emotions.
Birthday email

Reactivation email. It is an excellent example of reactivation email by Virgin Experience Days. It is emotional and provides a $10 discount for the next order.
Reactivation email

References

  1. Check out 6 email personalization techniques that go beyond a name.
  2. The article provides 13 email examples that totally nailed personalization.
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