8 Best Content Tips to Improve Email Personalization

Among the various methods to acquire and retain customers, email stands out as one of the most effective ones. According to stats, around 52% of customers purchased the email itself. Now, how can we push this number further? How can we ensure customers are tempted to click on the email link?

The best answer is email personalization. Personalization methods like event triggers and behavioral data analysis help reach customers at the right time.

Personalization has become a key need for every web business. Around 76% of people prefer to buy from brands that personalize.

But how are email and personalization linked? Let’s read ahead and find the answer to this question.

What is Email Personalization?

Email personalization is a process of making each email relevant to the target person. That includes carefully studying their buying behavior, website activity, and recently purchased products. Furthermore, personalized emails are sent to users based on factors such as age, geographic location, name, gender, preferences, and behaviors.

Personalization helps you send emails that resonate with your target audience and address their pain points for better results and higher engagement. The process includes in-depth data analysis and email automation to curate ideal messages for each user. That turns into conversions and conversions into retention.

Advantages of Email Personalization

The use of personalized emails can be seen everywhere today. They make your customers feel special and help your business grow, too. Here are some reasons and benefits of using and sending personalized emails:

1. Customers better open and click personalized emails. According to stats, they have an open rate of 29% compared to regular emails and can boost conversion rates by 10%.
2. Leads and conversions result in more ROI, and personalized emails help. Segmented and customized emails generate around 58% of revenue.
3. Customizing emails to your recipient’s needs and preferences can improve the customer experience, resulting in loyalty and higher satisfaction.
4. Integrating personalization into your email campaign can give you a competitive advantage and, in the long run, attract more clients to your brand.

As you can see, email personalization is essential to increase opens and clicks and improve customers’ chances of buying your products. To enhance your email personalization strategies, consider leveraging tools and insights. By integrating these resources, you can streamline the process of crafting tailored content, ensuring each email resonates with your audience and drives better engagement.

Tiers of Email Personalization

To achieve the best results for your goals, you must engage users on all levels and be knowledgeable about basic and advanced email personalization tactics. That includes different tiers, from adding basic personalization tags to complex triggers. Here is a quick overview of all of them:

Basic Personalization

According to this study, emails with personalized subject lines have a 21% open rate, compared to those with non-personalized ones, with 19.57%. For example, an email with the subject line “70% off on your searched shoes” will capture more attention than “70% off on shoes.”

Basic personalization includes mentioning a recipient’s real name in the “from” field and a catchy subject line to make your email more noticeable and lure more users.

Using Postaga can help you get critical details about your subscribers and your content and provide essential advice snippets into emails to make them unique to each recipient.

Intermediate Personalization

That is where you can go deeper into personalizing emails. You can divide your email list into specific groups. For example, the group aged 25-45 with similar interests should be labeled with a single tag. For this group, you should develop relevant and personalized content and offers that will lead to more conversions and sales.

This tier also includes using customized images and dynamic content (for example, a countdown timer) and sending re-engagement emails to subscribers who have been inactive for a certain time to encourage their return.

Advanced Personalization

This tier allows you to take your personalized emails to the next level using advanced tactics. Some include leveraging detailed customer data to develop more customized emails based on customers’ previous purchases and offering personalized product recommendations.

Another way is to send trigger emails based on your customers’ behavior or activity on your website. For example, you can send personalized emails a few hours after they leave the website, visit a specific page, or abandon the cart. That will provide a more personalized experience and move prospects through the buyer’s journey.

Every company has a particular segment of customers who deserve special attention. These VIP users receive personalized product offers earlier than regular users. Using this tier will make your unique customers feel appreciated and stay loyal to your brand.

8 Effective Ways to Improve Email Personalization

Based on the tiers of email marketing, you can include more things in your personalization for maximum leads and conversions. Here are some effective tactics to get the most out of personalization and make your customers feel special:

1. Include Questions in Sign-up Forms

Getting to know your prospects before pitching your services is necessary for personalization. Collecting the right information from your subscribers and including some basic questions in your sign-up forms is essential.

Try to avoid using detailed and complex questions. That can make users go away before submitting the form. Ensure to ask simple questions that can help you get more insights about their needs and interests.

For example, if you run a business insurance company, you can ask them to choose the services they are interested in and their monthly budget. Or, if you run an eCommerce business, you can ask about the products they usually buy online, what brands they like the most, and how frequently they shop online.

Once you have this data, you can start personalizing emails for your customers based on the information they provide and offering the best prices for their needs.

2. Provide Value

Sending a person off after they open your email without making a purchase or checking it out can permanently turn them off. The big problem with many emails is that they don’t address the recipients’ pain points or specific needs. They just send spam emails to everyone, no matter who they are or what they need.

You must make it more relevant to the website owners and give them something valuable. You can tell how you can help them by mentioning their pain points, needs, or goals. It can be a product offer, a freebie, a link, or some necessary information regarding a product.

3. Automate Your Personalized Emails

Combining accurate data in your marketing automation platform with personalized emails lets you have relevant and authentic conversations with your recipients. You can easily automate and send personalized emails to the right people at the right time.

Mariano Rodriguez, Founder of LawRank, states, “Conducting marketing for law firms, including good email marketing automation, you should feel like real one-on-one conversations with prospects and customers, even when reaching many people simultaneously. While doing this, you should always consider two important things. Great data comes first and standout content that people really want to read because they come here at the right time.”

For example, Automated emails can help you personalize communication by providing relevant and targeted information to your recipients. You can send trigger emails based on specific customers’ actions on your websites, reaching new levels of rewards, renewing services with your company, or even more.

4. Protect Your Subscribers’ Data

As information moves across different digital channels, protecting customer data privacy is very important for businesses. You should always follow data privacy regulations to allow people to control their personal information and keep their data safe.

Choosing the right email marketing platform is one of the best ways to stay compliant. Ensure that the platform includes a data processing agreement, privacy shield certification, support from an audit concierge team, and the right to be forgotten. Use GDPR for your emails to ensure you do your best to protect your business against claims.

5. Leverage Customer Data

You need more than names and contact emails to achieve better results with email personalization. That’s why it is essential to gather customer information differently to send triggers and deals and set up tags using a lot of data.

“Feedback and surveys are the best ways to capture actionable user data. To strengthen your customer relationship, you can ask what kind of content they like and their preferences, interests, and expectations,” said Justin Watkins, the Founder of Battle Born Injury Lawyers. “To encourage participation in your feedback, include interactive elements like rating scales in your emails.”

You can also integrate online quizzes that serve as a lead magnet for customers and allow you to collect important information. That helps you group subscribers based on their answers and their overall results.

Another way to collect valuable customer data is by researching what they are looking for on the internet and which search queries they use. This way, you can detect keywords that trigger the most interest and use them in headlines and throughout the email. Then, analyze which keywords bring great results for your rivals with SE Ranking competitor analysis and cover similar topics in your email campaigns.

6. Craft Localized Content

Localizing your emails makes feel personal, unique, and relevant to your customers. It goes beyond just translating the content; it also means understanding their cultural differences, preferences, and traits to create emails that resonate with your readers.

Targeting a product offer to US users during an Indian festival is not localized content. In contrast, targeting an email with a product discount during Christmas to US users is localized content. Email localization is especially essential for countries (for example, the USA) with different populations, time zones, and cultures. For businesses that expand globally, sending emails in the language of recipients is a must-have.

To get it right, be sure to consider the following things:

• Local events, like Holi Festivals in India or Carnevale in Italy, can increase conversions and sales. You can mention these events and offer good discounts.
• Cultural relevance. For example, instead of offering general Christmas sales, you should consider that Christmas in the USA is celebrated with Santa Claus and Sinterklaas in the Netherlands.
• Currency and units. Giving Christmas offers in Spain and the USA is different. Make sure to convert prices into local currency.

Another way to localize your emails is to focus on timelines and accurate data. Personalizing your emails on time zones and locations can improve their relevance and effectiveness.

For example, if a customer books a flight, an airline should focus on delivering personalized emails about hotels, taxis, restaurants, tourist attractions, and more. If a customer’s flight is delayed, an airline should ensure that it sends an email with actionable tips and good restaurants near it.

That will show that a company cares about its customers and provides valuable information when it matters.

7. Include Personalized Landing Pages

Linking from emails to personalized landing pages lets your email have a specific objective and focus on inviting subscribers to learn more and take action. That will help you improve a particular email campaign and nurture customer relationships.

When people browse different films on Netflix or search for certain things on Amazon, they expect to receive personalized landing pages in emails. These pages will allow them to see other movies or product recommendations based on their viewing history. That will enable you to increase sales and conversions by showing users where to take a desired action in a tailored environment.

As you personalize content in your emails, you should connect it with your personalized landing pages. Here, you can use the CTAs and links in your emails to help people click and visit landing pages based on their preferences, encouraging them to buy more from your brand.

8. Leverage Interactive Email Content

Adding interactive elements to your emails can transform traditional emails into a dynamic and immersive experience. Recipients can directly engage with emails instead of visiting landing pages or external websites.

Personalized interactive elements can be more effective in engaging your audience. You can include appealing images and dynamic content relevant to your customers’ needs, activities, or interests. They will increase engagement rates and provide more valuable data for email marketing.

For example, you could include personalized imagery for customers who have purchased from you, reminding them of their memories or presenting them in a new, tangible way. Using featured products can help recipients feel their customer’s experience and tastes.

To deliver a more diverse experience, you can use slideshows, hotspots, social feeds, or countdown clocks to make your emails more engaging and provide valuable insights into recipient behavior and preferences. Adding interactive live maps and in-email search will help customers reach their desired destination on your website.

To show your products in action, you can embed videos into your emails to explain from every angle and build customer trust. If you are going to open a new store or announce a product launch, use the ‘Add to Calendar’ feature to remind recipients about upcoming events.

By using interactive content elements in your emails, you can create memorable experiences for your customers that will make them open the following email you send.

Conclusion

Personalized emails have a remarkable click-through rate of 41%. Hence, they are an effective way to reach out and convert potential leads into permanent customers. As the market competition is steep and quick, there is no better time to invest in email personalization and automation. The use of AI and other related technologies can skyrocket your business.