Marketing via email has always been an essential part of strategies for digital marketing. But, the advancement of personalization has taken it to a completely new level. As a person who is actively working on strategies for marketing emails I’ve witnessed firsthand how personalized emails perform better than generic ones. This blog will examine the major trends in personalizing emails which will rule the year, and how companies can take advantage of the latest trends in email personalization to remain ahead.
Why Email Personalization Matters
Personalized emails help customers feel valued and appreciated, which can increase the number of open emails, engagement and conversion rates. According to research, emails that have personal subject lines are 26 percent more likely to be read. In my own campaigns, I’ve observed an incredible increase in ROI when personalization is used efficiently.
Email Personalization Trends to Watch
Dynamic Content for Hyper-Personalization
Dynamic content lets brands customize emails in real-time in response to the preferences of users, their behavior and even demographics.
- Example: A store on the internet sends a recommendation email to customers basing its recommendation on browsing the past.
2. AI-Driven Personalization
Artificial intelligence analyzes huge data sets to determine user behaviour and create targeted emails.
- My experience: Utilizing AI tools such as Mailchimp as well as HubSpot has allowed me to create emails that feel more personal and a lot more relatable.
3. Behavioral Trigger Emails
Behavior triggers send out emails in response to specific user actions such as abandoned carts or downloads.
- Trend: Employing behavioral data to send relevant and timely messages.
4. Interactive Emails
Emails that include interactive elements such as polls, surveys, or carousels of products increase engagement.
- Pro Tip: Include animations or clickable elements to enhance the quality of emails.
5. Localized Personalization
The idea of segmenting audiences based on the location of their homes to provide geo-specific content is getting more popular.
- Example: Sending out promotional deals specific to a particular city or a region.
6. Personalized Subject Lines and Preheaders
The art of creating subject lines and preheaders that are personalised to the preferences of the recipient can boost open rates dramatically.
- My suggestion: Make it short, important, relevant, and impactful.
7. Personalized Video Content
Incorporating personalized video messages into emails can help brands build more of a connection with the viewers.
- Example of a “thank you” video for loyal customers, addressing the person by their first name.
8. Empathy-Centric Messaging
The current focus is shifting towards emotional personalization, in which companies use data from their customers to identify issues and provide an emotional message.
- Trend The latest trend is emails designed to “feel” human, understanding the customer’s challenges.
Benefits of Email Personalization
- Improved Engagement Rates Personalized emails have as high as 14% more click-through rates.
- Enhances retention of customers: Tailored content fosters loyalty.
- Improved Brand Reputation: Personalized messages are more effective with the recipients, increasing the perception of brands.
Steps to Create Effective Personalized Emails
- Segment Your Target Audience: Divide your email list into smaller groups based upon the behavior, demographics, and preferences.
- Make use of Data Analytics Utilize tools and techniques to analyze customer data and develop relevant content.
- A/B testing: Test different versions of personal emails to determine which one works best.
- Concentrate on Quality, not quantity: It’s better to send a few individual emails rather than mass-mailed.
- Automate your email campaigns: Tools like ActiveCampaign or Klaviyo can assist in automating and personalizing emails on a larger size.
My Experience with Personalized Emails
In a recent email campaign for a retailer client we segmented their customers based on their purchase habits and created dynamic emails that showcase the top-rated products. The result? An increase of 35% in click-through rate and a 20 percent increase in sales. Subject lines that were personalized, such as “Hey [First Name], We Thought You’d Love These!” have made a huge impact.
Personalization helps create an increased connection with the recipients which results in greater engagement and conversion.
Tools such as Mailchimp, Klaviyo, and ActiveCampaign have advanced personalization capabilities.
Begin with the basics of segmentation, and then utilize tools to create personalized content.
Although advanced tools can cost more however, there are options that are budget-friendly for small companies to begin tailoring emails to their needs.
Track open rate and click-through rates as well as conversion rates and ROI.
Hello I’m Kavita Pandey, a fervent online marketer, freelancer and digital strategist who has extensive experience working with the field of email marketing. I am passionate about creating appealing email campaigns that resonate with people and yield outcomes. Let’s look at the potential of email!