How To Use Personalization To Improve Emails in 2024

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Of all the various marketing streams that people have available to them, one remains highly effective at providing a high ROI and generating new leads for businesses. While social media and content marketing are up there, the leader of the pack is – surprisingly to some – email. Despite being a much older technology, email marketing is still a market leader

On average, email marketing generates between $36-41 of ROI for every $1 spent. The reason that email marketing works so well is that it forms a direct line of communication between a company and its audience. Instead of throwing the net out as widely as possible and hoping that someone bites, email marketing allows a company to contact people on an individual basis. 

The directness that email provides also makes it the perfect medium for personalization. As you can truly send an email to one individual or a select handful, you can create highly personalized resources. In this article, we’ll dive into the need for personalization, demonstrate how it improves open rates and click-through rates, and touch on how to increase personalization in your business. 

Let’s dive right in. 

Why should my business use email personalization? 

Personalization has become a leading marketing strategy over the last few decades. One reason for this is that younger generations are much more impacted by personalization, making this strategy more effective over time as younger people come of age and begin to interact with businesses in their environment. 

email personalization

Across the board, around 76% of all active consumers expect personalization when they interact with a brand and will get frustrated when they don’t receive it. This study reveals that personalization isn’t just a benefit, it’s actually a necessity when dealing with the vast majority of customers. 

Email personalization takes this one step further. In generalized marketing materials, customers will understand if you’ve taken a broader approach, as the content will reach a wide audience. Yet, with emails, you’re directly contacting someone, making a personalized approach vital. 

There are numerous benefits of email personalization:

  • Boosted customer satisfaction: By creating marketing materials that your customers are more interested in or relate to on a greater scale, you’re able to increase engagement. With a higher level of engagement comes more satisfaction, as your customers will think you understand what they want.  

  • Improved loyalty as customers: Customers who routinely have better user experiences with your brand will start to build up a positive association with your company. Over time, this can convert new customers into loyal supporters of your business. 

  • Increased sales over time: When you have a more loyal base of customers, thanks to your personalization efforts, you’ll see more sales over time. Loyalty converts into increased sales, which helps to boost your bottom line. 

  • Boosted customer engagement: Customer engagement is central in email marketing. When customers believe that content is created directly for them, they’re more likely to engage with it, increasing interaction statistics and boosting the success of your email campaigns. 

  • Higher average order value and higher customer lifetime value: As customers become more trusting of your business and engage more with your emails, they’re likely to click on new offers you send out. This will help boost the number of products customers purchase and increase CLV over time. 

While not an exhaustive list, these demonstrate exactly how effective email personalization can be when delivering a winning experience to your customers. Although important in 2024, personalization will only become more vital in the coming years as customer expectations continue to rise. 

Strategies to increase personalization in marketing emails 

Personalization in marketing emails goes far beyond just including someone’s name on an email. While this is most people’s first thought when engaging with personalization, it is more of a given than an actual strategy. 

On the contrary, there are a number of methods that marketing teams can use to boost personalization in their customer-facing emails:

  • Segmentation  

  • Email Signatures 

  • Triggered Emails 

  • A/B Testing 

Let’s break these down further. 

Segmentation 

In order to effectively personalize your emails, you’re going to have to get to the core of what people are interested in. Of course, not all of your email subscribers are going to have the same interests, even if they have directly enlisted their emails on your mailing list. 

email segmentation

Instead, you should attempt to split your audience into lots of smaller groups. These segmented groups will allow you to create content for much smaller segments of your audience. This level of specificity will drive your ability to personalize, as you can create targeted email campaigns and send them out to these smaller segments. 

A great example of this is emailing groups of people based on their interests. For example, if one segment is made up of people who love flash deals, you can email them with direct offers instead of opening up the sale to your whole site. This will boost engagement and drive the success of your email marketing program. 

Email signatures 

When you open your inbox and see another countless batch of marketing emails, what makes you stop and actually read one? Most of the time, you’ll be faced with a range of faceless and lifeless emails that use similar templates and reiterate similar messages.  

One way to instantly break your marketing emails out from this typical structure is to include elements that only your business could. One asset that businesses typically overlook in this regard is your own employees. People don’t want to engage with a faceless corporation. On the contrary, they would prefer to receive an email that comes directly from a real person

Email signatures are a wonderful way of adding this human element to your emails. Not only does this make your email much more personable, but it ensures that your customers can associate each email with a real person and create a more human connection with your business.  

This strategy is easier than ever to achieve, especially now that you can use a free signature generator to generate an email signature in a matter of a few seconds. 

Triggered emails 

Another way to intertwine personalized elements into your business emails is to trigger emails based on certain events. Whenever a customer takes a certain action on your site, you can create an automatic email marketing pathway that follows up with specific information. 

email marketing

Creating action-based email triggers will create a streamlined experience, giving the impression that you are closely following the customer journey and are ready to help them with whatever they may need. 

Go beyond just reminding people of any items in their basket. Instead, you can trigger small discounts based on engagement time or recommend similar products based on their search history. Maybe if someone browses through a certain section a set number of times, you could send an email that offers them a discount on that section and recommends some products that they’ll love. 

These small elements of personalization can go a long way to building rapport with your customers. 

A/B testing  

A/B testing is an important strategy that you can use in any area of your business to improve and enhance the customer experience. Email marketing personalization is no different, with this area offering ample opportunities for A/B email testing

Alongside user segmentation, a great way to further enhance personalization efforts is to discover how distinct user groups want you to engage with them. Create different A/B tests that include various degrees of personalization. Some could simply add the user’s name and a few additional aspects, while other tests could include hyper-specific content gathered from that user’s behavior. 

Leverage testing strategies such as A/B testing to determine which version of the campaign is more successful

Your business can then trace the response to differing levels of personalization across different user segments. Alongside building up a more comprehensive knowledge of how your customers want you to address them, this will help to get more from every email you send out. 

You can even extend the A/B testing in email personalization to the specific color schemes and font choices that you use. Personalizing doesn’t just have to include individual content; it could be creating emails that appeal to specific groups visually. The more you experiment with A/B testing in your emails, the more effective these strategies will become. 

By pairing this tactic with others on this list, you’ll be on track to creating highly effective personalized emails.  

Final thoughts 

There’s a reason that personalization has become a leading strategy for marketing channels across the board. No matter which content stream marketing wants to engage with, personalization should be a vital part of the central copy, as it drives engagement and inspires a direct connection. 

By utilizing the strategies that we’ve outlined in this article, your business will be able to increase the amount of personalization that you include in marketing emails. From there, you can drive interaction with marketing emails, helping to tap into a high ROI marketing strategy and boost profits in your business. 

From higher engagement to a greener bottom line, nailing marketing emails is a wonderful way to thrive in 2024. 

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