5 simple rules for email personalization

Don’t you still apply email personalization? Many people skip its necessity. But start worrying: every nominal letter sets your clients apart of your brand. How to ensure personalization in emails? Follow our simple pieces of advice.

1. Always determine your target audience for email personalization.

If you have a very popular brand, probably many people subscribe to your newsletters every day. It’s not easy, but split your mail addresses database into 5-10 categories according to your “ideal client” portraits and work with each one.

Determine the features for email personalization which are crucial for your brand. For instance, if you sell real estate, you probably need a client location and particular level of healthiness. For teenager cosmetics, you need young girls.

Try to write for your target audience in a manner, which is acceptable and common for it. Using jokes and cheerful voice or being strict and busy? It’s not up to your style as a writer, but up to your client.

2. Use automation.

Apply some software at your website which allows you to collect basic data on your users: gender, age, location, interests or other facts you may need (for instance, for patrol – if your reader is a driver). Or simply ask about that a visitor of your website.

Be creative in email personalization. Once I received a letter which asked me to fill some information about my height and other parameters in order to pick up the dresses styles which fit me the best. And what has followed such letter? For sure, it was an online shop, and according to my body shape, they offered me some their dresses. However, it was so gently, and I liked it, as they personalized their offered, giving an information based on my needs. I was pleased.

Automation also has to be applied to newsletters. It saves your time. It may help you to collect more data and use it efficiently.

3. Talk to your addressee in a friendly voice.

Before writing, imagine a person which sits and reads this. Imagine that you are talking to him or her. Like to a friend. Call him or her by a name, ask about mood or a work, wish a nice day.

That’s simple email personalization. But it really works. Many letters lack a human behind them – they all look like an official announcements or legislation. But mainly your addressee is a person like you – if you would not accept your own style of writing, they neither. Talk to a person – that is crucial.

4. Email personalization is sending a message from a person, not a company.

I do not buy from a brand, I buy from a person. While sending a message, use a name of a real human, not something like “a brand team” or brand name.

Better when you have simple, “human” mail (with your company domain for sure, after “@”), and sign your letter with your personal signature. Talking to a person, be a person.

persons picture in a circle shape

5. Do not overdo with your email personalization.

“I have been talking with Brian during a lunch, and he reminded me that you did not finish to install our application. So I am wondering – why?”

Would you trust such personalized letter from a CEO of 5,000 employees company? I would start worrying: maybe, I do not know something about my own popularity.

Never be insincere and do not describe strange situations – people are not fools. They understand that you are sending similar messages to people all over the world, so use email marketing personalization, but never overdo.

Sounds simple? But too much of work. Follow these rules to build really strong and intimate cooperation with your client – believe me, it works.

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