5 ways to use personalization in your next email marketing campaigns

Personalization has the ability to reach each and every one of your subscribers as if they were someone you know, a trusted friend.

Personalization makes your customers love your messages, as you deliver content that is perfectly tailored to their needs. As a result, your subscribers look forward to receiving messages from your brand.

By recording information about your subscribers and segmenting your audience, you can create personalized campaigns that delight your audience.

Personalization in email marketing is the perfect way to reach each of your unique subscribers individually. Personalized campaigns generate 18 times more revenue than bulk email marketing, or without personalization.

Want to make personalization a reality for your brand? We're sharing 6 ways to use personalization in your next email marketing campaign.

1. Personalize your messageYou feel so much better when an old friend comes up to you and starts a conversation by saying you by name, rather than "Dear Sir." It makes a big difference in terms of setting the tone of the conversation.

   The same is true for email messages. Subscribers want you to give them a personal greeting and they like to hear their own name. That's why messages with personalized subject lines are 26% more likely to be opened.

2. Customize your imagesAnother amazing way to increase your click-through rates is to customize your images. You can customize images based on different data and customer profiles.

   For example, if you have location data, you can customize images by location.

   You can also dynamically change images based on other types of data you collect. This could include gender, loyalty program status, weather patterns, personal preferences and more.

3. Customize your offersPersonalized messaging can improve click-through rates by an average of 14% and conversion rates by 10%

   You can enjoy increased click-through rates and conversions by personalizing your offers. Marketing experts will use data to create customer profiles and then create different content offers for different types of subscribers.

   The possibilities for customizing offers are robust and endless, but here are some brands that are really crushing it when it comes to customizing offers.

   Uber personalizes based on location

   Uber is another brand that customizes its offers based on location. They know where their subscribers live or at least where they usually travel to, and send location-based offers.

   Uber: personalized email marketing by location

   You may have the best offer in the world, but if it's not relevant to your customers, they won't care. Use the data to personalize offers for each of your subscribers.

4. Customize your product recommendationsIn theory, it would be amazing if consumers bought what was recommended to them. In practice, subscribers will only buy recommendations if they are relevant based on past purchases or personal preferences.

   Today's technology makes it possible to integrate a customer's recent purchases or web browsing history or even email. Marketers can use data on customer behavior to create more relevant email campaigns. When relevancy increases, cross-selling and upselling become more viable.

   Making specific and relevant product recommendations in email marketing helps foster a long-term relationship and increases customer lifetime value.

5. Personalize based on behaviorA more complex but incredibly beneficial email marketing tactic is to personalize based on customer behaviors.

   Data can be collected from social media, internal company systems (ERP, CRM), website and email marketing to send more relevant offers. These highly targeted segments are based on customer interest, behavior and engagement. Once lists are segmented, marketers can trigger automated customer journeys with personal offers.

   There are several different ways to personalize messages, automate content and segment lists based on behavior.

   The most recommended is to do it through tags so that the personalization is generated on a one-to-one basis, every time someone does something, something is sent to them in a unitary way and not through segment groups via campaigns.

   What we at MasterBase® call one-to-one customization via automaton.

   How you end up employing this practice will depend on your company, the data you collect and what works best for your brand.

   In this day and age of marketing, using data to enhance the customer experience is not only a great way to attract customers, it's imperative to stay competitive.

In a nutshell

Personalizing your email marketing content is the perfect way to reach subscribers, keep your messages relevant and increase your conversion rates.

With the help of a leading email marketing service provider, you can personalize messages using data, dynamic content, segmentation and more.