Email Personalization Can Boost Your Campaign Engagement

Email Personalization Can Boost Your Campaign Engagement

Reading time: 3 minutes

More and more brands are successfully using email personalization to create better engagement with their campaign audiences. Why? With the sheer amount of promotional emails sitting (unread) in your inbox, there may not be a better way to cut through the clutter. In fact, studies show that a mere 21% of consumers reported that they’ve received a memorable promotional email in the past two months. Email personalization is proven to make your campaigns more memorable.

But personalizing emails goes beyond simply using a first name in your subject line. Here are three easy ways to start personalizing your next email campaigns:

 

Personalized topics

Here’s a novel idea – send people topics that are hyper relevant to them. Whether it’s by industry, or their role within the organization, or even buying behaviours, find topics and use automation that will connect with the audience you’re sending to. That will require some extra legwork like list segmentation, and deeper insights into personas, but it’ll all be worth it. Catch-all email rarely catch-all, and even more rarely become memorable. Use automation to personalize your emails

 

Personalized timing

Some of the most successful lead nurturing campaign personalize messages around time triggers. Think about promotions or offers that you can create around an anniversary, a birthday, seasonality or events. If they’ve been a subscriber for a year, tell them! It’s a great way to interact in a personalized way, and re-engage with a loyal reader. Perhaps, make a calendar of seasonal events or holidays that you can personalize. Is it national HR professional day? Send a promo or a personal thank you message to HR professionals on your list. Lead nurturing is more successful when you show that you care about your audience, and remind them consistently about who you are as a brand. Look for opportunities to personalize dates on the calendar and make that part of your email lead nurturing strategy.

 

Personalized subject lines + email copy

We can’t say this enough: subject lines matter. 47% of email recipients open email based on the subject line, whereas 69% of email recipients report email as spam based solely on the subject line. Does personalization help? Statistics say that a personalized email is 22.2% more likely to be opened. So start using names of your recipient, or even your recipient’s company name in your subject line, and A/B test it. Clickback MAIL allows you to test and refine using your lead data by A/B testing email variables, like subject line, or time sent. Data will help you personalize communications, and enhance your engagement metrics.

Go one step past subject line and bring in names and company details into your email copy. Another way to personalize email content, is by acknowledging an activity – a recent download, a a purchase, a conversation on a chat window or phone call – personalize a follow up in an email.

The more personal your email the more memorable it will be. Use personalization tactics in your next email campaign, and remember to test (and compare) the results!

ROI of Email Lead Gen

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