Captivating Your Audience With Personalized Email Content

Personalized email content has become a necessity instead of just a trend, especially in an era where consumers expect to be treated as individuals, not numbers. In fact, a recent survey found that 72% of consumers will only buy from companies they believe treat them like individuals. The good news is that there are a variety of ways that brands can personalize their emails and create tailored customer experiences.

Some marketers start by adding the subscriber’s first name to subject lines and email copy, while others use tools that help them collect and analyze on-site data for more granular personalization. Some ESPs, such as Mailmodo, even allow you to add personalized parameters to repeatable content blocks in your email templates so that you can display different information for each subscriber based on their unique characteristics.

When you send an email that is specifically relevant to a subscriber, it makes them feel seen and appreciated. It can also help them to feel more connected to your brand, and they may be more likely to continue engaging with you in the future if you’ve shown that you value them as an individual. This is a big reason why so many consumers report that they enjoy receiving personalized emails.

If you want to make your emails more personal, the best place to start is by asking subscribers what they’re interested in. You can ask them on your signup forms, using integrations, or by setting up a preference center where they can tell you what they’re looking for. This will give you a good idea of what kinds of content to send them and what will be most relevant to their interests.

Other ways to personalize an email are by sending a special offer based on the user’s browsing and purchasing history. This can be a great way to generate more sales and increase retention. For example, e-commerce brands can send product recommendations to subscribers who have abandoned their carts. Or, they can send a welcome series to new subscribers who’ve recently signed up for their newsletter.

You can also use email personalization to connect with your audience by addressing them in a more conversational tone, as if you were writing to a friend. This can make your emails feel less like a marketing campaign and more like a friendly exchange.

Some companies go above and beyond using personalization in their emails by capturing and celebrating significant dates that are important to their subscribers. This could include their birthday, their anniversary with the company, or their first purchase with the brand.

For example, travel company Paravel sends a yearly newsletter that collates their user’s journey with the brand to help them connect with the destination images in a way that is meaningful to them.

Other companies, such as Amazon, use their user’s shopping history to provide more relevant email content.

They will often send emails reminding customers of the items that they have added to their cart and may use dynamic content to show products that are related to their search history.

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