Contents
- What is email personalization?
- Types of personalization
- Benefits of personalization
- How to collect data for personalization?
- How to implement personalization in emails?
- Limitations of email personalization
What is email personalization?
Email personalization is an important and effective method in email marketing, where each subscriber receives an individual email that takes into account their personal data and interests. This approach creates the feeling that the email was written specifically for them, significantly increasing engagement and interest in the content. Personalization transforms standard mass emails into unique and personal messages, making them more appealing to recipients.
Types of personalization
There are several key types of personalization that can be effectively used in email marketing:
1. Segmentation
In this case, the subscriber base is divided into several groups based on specific criteria, and unique content is created for each group. For example, special offers can be sent to those who haven't opened emails in a while.
2. Dynamic content
In this case, the content of the email changes depending on information about the recipient. This can include personalized greetings, such as mentioning their name or city, or information about products the user has viewed on the website.
Benefits of personalization
Personalized emails can significantly improve marketing metrics and increase sales volume. Research conducted by Adobe showed that:
- 53% of respondents noted increased customer loyalty;
- 49% of respondents saw revenue growth;
- 43% of respondents reported improved customer retention rates;
- 27% of respondents reported lower customer acquisition costs;
- 25% of respondents noted improved conversion rates.
Users also prefer brands that offer personalized offers, and 86% of them claim that personalization significantly influences their purchasing decisions.
How to collect data for personalization?
For successful email personalization, it is necessary to collect specific data about subscribers. This can be done through various forms on the website or via surveys. Examples of information that can be used include:
- Full name — “Tatiana, just for you on January 25…”;
- Education/profession — “Are you an HR? Find out how to become an HR in IT”;
- Interests — “Love non-fiction? We have new books for you”;
- City — “Resident of Kazan! Vote for the most tourist city.”
Data can also be collected through CRM systems, for example, by requesting the date of the last purchase or subscribers' tariff plans.
How to implement personalization in emails?
Personalization begins with segmenting the customer database. It is important to analyze what data is available and how it can be used to create relevant content. For example, if you have data on customers' internet speeds, you can offer more advantageous tariffs to those with speeds below a certain level. An example of email text could be:
“Hello, Nikolai. You have the Light tariff for 400 rubles and a speed of 50 Mbps. This tariff is already outdated. Try the new tariff with a speed of 250 Mbps for 350 rubles.”
Limitations of email personalization
When implementing personalization, it is important to consider that not all contacts may contain the necessary data. In such cases, it is worthwhile to think in advance about what will be displayed instead of the variable if the information is absent. For example, a general greeting can be used: “Hello, friend.” It is also advisable to avoid complex grammatical constructions to prevent agreement errors.
Email personalization allows for more targeted and personalized communication with subscribers. This approach requires additional efforts in data collection and processing, but it pays off with trust and gratitude from clients for the individual approach.