How to Personalize for Profit -
Making Every Email Feel Just For Them
Email marketing is a powerful tool that can help you grow your business and drive
more sales. But, if you want your emails to be as effective as possible, you need to
make them feel as personal and relevant as possible to your subscribers.
Fortunately, email personalization has the potential to do just that. It’s a powerful
strategy that can increase your email open rates and make your subscribers feel like
the emails are tailored just for them.
In fact, according to a report by SmarterHQ, 72% of consumers in 2019 only engage
with marketing messages that are personalized to their specific interests. And, as a
result, marketers that utilize personalization in their email campaigns can see
significant results, including increased engagement and conversions.
Whether it’s an introductory welcome message, a product recommendation, or a
reorder reminder, email personalization is a key strategy for ensuring that your
emails resonate with recipients and generate high levels of customer loyalty. And,
with the right mix of tactics, you can use personalization to improve the
performance of your entire ecommerce email program.
Here are some of the best ways to use personalization in your ecommerce email
marketing:
Start with the basics. Simply using your subscriber’s name in the email subject line
or greeting can go a long way toward making your emails feel one-on-one, boosting
your open rates. Likewise, utilizing a personalized image in your email can help
catch the eye of your lead before they even read the text of your message.
Next, take the time to understand your customers’ shopping habits and then use
your data to tailor content to their needs. For example, if a consumer has an
established reorder timeline (or habits), you can send them an automated reorder
reminder based on their purchase history. This can help ensure that your shoppers
are never without the products they need, and can drive up average order values in
the process.
Finally, it’s important to remember that your email personalization efforts should be
continuous and consistent. This will allow you to continually refine your strategies
and maximize their impact. To do so, you need to make sure that the data you are
using is centralized and can be easily accessed and applied across all of your email
channels.
Email marketing personalization is a game changer that can put your customer
lifetime value on a new trajectory, driving double-digit revenue growth and superior
retention. The challenge is that most companies struggle to implement the right
technology and organizational structure in order to realize this potential. But those
that can master the process will be able to deliver a customer experience that truly
sets them apart from their competitors. This is a must for achieving sustainable and
profitable growth in the modern ecommerce landscape.
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