The Power of Email Personalization [+ Proven Strategies]

Olena Holubnyk
Content Marketer
18 minute read
Olena Holubnyk
Content Marketer
18 minute read

Email marketing has come a long way from its humble beginnings. What started as simple text-based messages has evolved into dynamic, interactive content, transforming how businesses engage with their audiences. As it stands, “There is no formula for the perfect email – authentic and honest messaging works.”

Email marketing has come a long way from the beginning as a simple, cost-effective way to reach customers directly. Monotonous, impersonal emails no longer cut it, prompting marketers to innovate with images, color schemes, and basic personalization, kicking off a visually appealing era. These enhancements improved aesthetics and increased engagement and click-through rates.

The evolution didn’t stop there. Interactive and dynamic email content, like carousels, product galleries, and personalized videos, have transformed emails into immersive experiences that encourage active participation.

Statista's chart about email marketing revenue in 2020-2027

Source: Statista

The global value of email marketing is projected to rise from $7.5 billion in 2020 to $17.9 billion by 2027, with 87% of all marketers planning to increase their budgets. As strategies evolve, email personalization emerges as a crucial tactic.

This article highlights the adoption of interactive elements and the revolutionary introduction of real-time content, such as personalized product recommendations and live countdown timers. Join us in exploring the exciting evolution of email marketing personalization.

The Strategic Benefits of Modern Email Marketing

Personalized email marketing is a dynamic strategy for boosting brand awareness, driving engagement, nurturing leads, and generating sales. For today’s businesses, disregarding email as a tool is a luxury you cannot afford. Its reach is unparalleled, with a global user base exceeding 4 billion, representing over half of the planet. Moreover, the average ROI for email marketing in 2022 was $36 for every dollar spent.

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Modern email marketing is a powerhouse, offering unparalleled benefits, and here are some statistics to confirm:

➥   79% of marketers place email within their top three channels.

➥   Emails are the top lead generation channel for 89% of marketers, surpassing Paid Search/Ads, Organic Search, Social Media, and Events.

➥   Nearly 6 out of every ten email subscribers are influenced by email personalization in their purchasing decisions, with around 50.7% making purchases monthly.

➥   Segmented email lists can skyrocket email marketing revenue by 760%, projected to reach nearly 11 billion by the end of 2023.

Let’s have a quick look at the key benefits of email marketing automation:

Increase brand awareness Utilize email to share valuable resources, updates, and news, reinforcing your brand identity and maintaining visibility.
Generate website traffic Share snippets of recent articles and include compelling calls to action in emails to direct readers to your blog and sales pages, increasing website traffic.
Personalize communication Segment your audience and tailor content to individual preferences, fostering engagement and loyalty by making customers feel valued.
Collect business data Leverage email to gather customer insights through analytics and feedback forms, informing business strategies and enhancing offerings.
Boost sales Showcase products and services, utilize promotions, and employ upselling strategies to increase sales and revenue through email campaigns.
Maintain engagement Keep customers intrigued with varied email content, ensuring consistent engagement to stay top of mind.
Amplify marketing efforts Integrate email with other marketing channels to amplify efforts, directing traffic to social media, blogs, and events for increased engagement and interaction.

What Is Email Personalization?

“Personalization – it is not about first/last name. It’s about relevant content.”

Dan Jak

Personalization is akin to standing out in a crowded room; it’s your golden ticket to capturing attention amidst a flood of generic messages. When your email addresses recipients by name and speaks their language, you’re bound to be noticed.

The appeal of personalization

Personalization in email marketing enhances open rates by incorporating personal details into subject lines and content, fostering a connection that invites engagement. It’s akin to a bespoke suit versus a generic invitation — one feels special and fits all.

Email personalization tailors messages to recipients rather than sending generic, mass-marketing content. By leveraging data like names, past interactions, behaviors, and preferences, personalized marketing emails deliver targeted content.

Personalized content and email recommendations drive engagement by tailoring experiences to the user’s interests. Personalization stands out amid daily emails, boosting open rates and conversions. It captures attention by aligning content with recipients’ preferences, behaviors, and past purchases, driving higher engagement and click-through rates.

Personalized marketing campaigns nurture lasting relationships and reduce unsubscribe rates by fostering meaningful connections and maintaining brand relevance. This approach sets you apart from competitors who are still using generic campaigns, showcasing your commitment to understanding and meeting audience needs effectively.

This powerful marketing tactic greatly benefits businesses. Statistics show that:

  • 90% of marketers believe it significantly boosts profitability.
  • 96% of companies find it enhances email marketing success.
  • Personalization reduces acquisition costs by up to 50%, improves marketing efficiency by 10-30%, and increases revenues by 5-15%.
  • Companies investing in personalization earn 40% more than their competitors.

The true power of personalization lies in igniting engagement. You serve relevance by tailoring content to match recipients’ tastes and behaviors. It’s like having a personal shopper curate items for you — you’re not just reading; you’re ready to act.

 

Personalizing emails is essential for succeeding in email marketing. Start small, focus on key elements, and watch your emails work wonders for your business. The crux of email personalization lies in the following:

  • Addressing recipients by name for a personalized touch.
  • Tailoring subject lines and content to suit individual tastes.
  • Segmenting email lists based on demographics and buyer journey stage.
  • Timing your outreach just right with content and offers that hit the mark.
  • Adding a human touch to emails for a genuine connection.
  • Leveraging automation for seamless follow-ups and tailored messages.

Why Is Email Personalization Important?

You may wonder, “Do that many people really prefer personalization?”

Yes, many surveys confirm this preference. For instance, 75% of people prefer personalized email messages and brand offers, and 72% only use customized messages. High-value customers who prefer personalization are significantly more likely to make frequent purchases.

Here’s what business buyers say about personalized email marketing:

Business buyers reporting on personalization

Customers with high expectations often deliver the highest ROI. A report by Epsilon found that:

➥   Consumers who favor personalization are ten times more likely to be high-value customers, making 15 or more transactions annually.

➥   80% of shoppers are likelier to shop with brands that personalize their experience.

Email personalization is key for making meaningful and motivational connections with customers. These days, personalized emails are expected and can make or break your relationship with customers. Using data is key to personalization, helping you tailor messages to fit your customers’ needs.

The best personalized emails are relevant, timely, and based on previous interactions. They should feel like a natural part of the customer’s journey with your brand. Personalized emails do more than just share the right content—they make customers feel more connected to your brand.

Furthermore, 84% of consumers say brands must treat them like individuals, not numbers, to win their business. Thus, 56% of loyal consumers would stick with their favorite brand even when offered a cheaper alternative.

Types of data used to personalize emails

Every e-commerce business should aim to create a meaningful and inspiring customer experience. Email personalization is a powerful way to make a strong first impression. When customers sign up, subscribe, or register, it’s a golden opportunity to welcome them with engaging emails.

Crafting emails catering to their needs shows that your brand values their preferences. This personal touch is key to building positive relationships.

Focus on timing, content, and cadence for effective emails. Set clear goals for each email, schedule them well, and tailor content based on customer interactions. This ensures your welcome series is spot-on for each user.

Benefits of Email Personalization

In email marketing, personalization uses subscriber data to deliver tailored content, creating a stronger bond with each recipient. This can be as simple as including their name or as detailed as sending targeted messages about recently viewed or purchased products.

A straightforward method is to segment your audience by categories like gender, location, or purchase history, ensuring highly relevant content. Personalization boosts engagement, with 57% of respondents in our 2022 Global Messaging Engagement Report saying it makes emails memorable, and 28% want brands to send content based on their interests.

Personalized email marketing is a cornerstone of successful marketing strategies for several compelling reasons:

  1. Improved open rates: Personalized subject lines stand out in crowded inboxes, making emails 50% more likely to be opened when they include the recipient’s name, job title, recent purchase, or other personal details.
  2. Enhanced customer engagement: Emails tailored to recipients’ preferences and needs are more intriguing, increasing the likelihood of engagement and potential purchases.
  3. Increased ROI: Simple personalization significantly boosts ROI compared to generic emails, as it costs little to implement but yields substantial returns.
  4. Improved conversion rates: Personalized email messages prompt more action, as subscribers are more likely to respond to offers tailored specifically to them.
  5. Enhanced customer experience: Customizing emails based on individual preferences and behaviors improves customer satisfaction and loyalty.
  6. Competitive advantage: Effective personalization strategies set your brand apart from competitors, helping attract and retain more customers over time.
  7. Data-driven insights: Personalized email marketing generates valuable data that can inform future strategies, helping you better understand and meet your audience’s needs.

 

Types of Email Personalization: What Are They?

Starting with email personalization requires understanding basic concepts and advanced tactics, like using ‘standard’ personalization tags to set up complex triggers and dynamic content. Let’s break it down:

Basic Personalization

Even basic personalization can boost engagement. Use these techniques when resources are limited or for general email newsletters.

  1. “From” name: Your business name in the “from” field is crucial as it’s one of the first elements recipients notice. Personalize it with a real person’s name to make the communication more conversational. For example, Bolt’s emails use a team member’s name, making the emails feel more personal.
  2. Subject line: Subject lines are the second most noticeable element. Personalizing them with the subscriber’s name or other data increases open rates. For example, Bolt’s emails grab attention by including the subscriber’s first name in the subject line.

 

Intermediate Personalization

Categorize your email list into segments with common attributes for more relevant and relatable marketing.

  1. Email content: Personalize the email body using subscriber information, such as their first name or interests. For instance, a pet food brand, Sundays, personalizes emails based on the subscriber’s pet.
  2. Imagery: Personalize images to appeal to specific subscribers. Airbnb, for example, uses recent booking data to tailor email headers, enhancing engagement.
  3. Dynamic content: Include real-time information like countdown timers or stock updates. Ask, and Embla personalize countdown clocks based on each subscriber’s time zone, ensuring accurate information.
  4. Re-engagement: Email personalization is key for re-engaging inactive customers. Segment these subscribers and send personalized campaigns to encourage their return. Caption, for example, offers unique trial benefits to re-engage customers.

 

 

Advanced Personalization

Go beyond basic attributes to create elaborate personalized experiences.

Trigger emails Automate emails based on user behavior, like sending reminders after a cart is abandoned. Grove Co.’s abandoned cart emails effectively encourage order completion.
Product recommendations Past purchase data can be used to make personalized product recommendations, such as cross-selling or upselling relevant items. Skillshare, for instance, uses this to boost engagement.
VIP loyalty content Offer exclusive content to VIP customers, defined by frequent or high-value purchases. Stasher, for example, gives VIPs early access to new collections, ensuring they feel valued.

Remember, the proof is in the pudding — these strategies can transform your email marketing, making it as simple as pie. Get started with a free plan to personalize emails for up to 2,500 subscribers.

Email Personalization Best Practices With Examples

To excel in email marketing, it’s essential to follow best practices. Here are twelve strategies to make the most of personalization:

Craft Personalized Subject Lines

“Treat your subject line like the movie trailer – give a preview so they know what to expect.”

Personalized subject lines

Subject lines in emails are your first shot at grabbing attention. Personalize them with the recipient’s name, relevant offers, or calls to action.

➥   For example, use “Get Your Exclusive Deal Now” instead of a generic “Click Here.”

This approach can significantly increase open rates, as personalized subject lines feel more relevant and appealing to the recipient.

Use an Individual’s Name as the Sender’s Name

Examples of personalized emails

Emails from a real person, like “Mia@company.com,” feel more personal and are more likely to be opened than those from a generic company address. This strategy helps to humanize your brand, creating a sense of trust and familiarity that encourages recipients to engage with your email.

Segment Your Audience

Divide your email list based on location, age, and interests. This allows for more targeted campaigns, such as sending tailored offers to those who recently abandoned their carts.

By understanding and leveraging each segment’s unique characteristics, you can create more relevant and compelling content that resonates with different groups within your audience.

 

Leverage User Data

Utilize user data from various channels to create detailed customer profiles. Use this information to tailor your messages and offers, enhancing their relevance and effectiveness.

Data-driven email personalization can include referencing past purchases, browsing history, or customer interaction patterns with your brand.

Using personalization in email marketing

Give Personalized Recommendations

Send suggestions based on recent purchases or browsing history. If a customer buys solar panels, recommend accessories like portable chargers to enhance their experience. Personalized recommendations can drive additional sales by showing customers products specifically relevant to their interests and needs.

Employ Behavioral Triggers

Send personalized emails based on user behavior, such as congratulating customers on their one-month anniversary with your service. This timely interaction reinforces a positive connection with your brand. Behavioral triggers can include:

  • Abandoned cart reminders
  • Re-engagement campaigns
  • Follow-ups after a purchase

Use Dynamic Content

Incorporate real-time updates in your emails, like countdown timers for deals or live shipment tracking. Dynamic content ensures your emails remain relevant every time they’re opened. This adaptability can significantly enhance user engagement by providing up-to-date and actionable information.

Use Important Anniversaries

Celebrate significant dates, such as the customer’s birthday or your company’s founding day, with personalized email offers to show appreciation and foster loyalty. Anniversaries help connect more personally and reward loyal customers with exclusive deals.

Send Emails at Optimal Times

Ensure your emails reach recipients at the best times for maximum impact. Use analytics to find the optimal sending times and automate campaigns accordingly. Remember, timing is crucial for the success of an email campaign, as it increases the likelihood of your message being seen.

Use Localized Content

Tailor your personalized emails to fit your audience’s cultural and regional preferences. This could involve translating content, mentioning local events, or using local currency and units. Localized content helps create a more personalized and relevant experience for each recipient.

Employ A/B Tests

Test different email variations to see what works best. For example, compare the performance of emails with and without images. A/B testing allows you to make data-driven decisions, continuously improving your personalized email marketing strategies.

Gather Feedback and Conduct Surveys

Strike while the iron is hot by asking your customers for feedback through surveys, polls, or chatbots. You can fine-tune your email personalization efforts using this valuable feedback loop by demonstrating that you value their input and are dedicated to meeting their needs.

An indispensable tool like E-Delivery serves as the cornerstone of effective email marketing. It eliminates guesswork and streamlines manual data processing to create highly personalized campaigns.

 

This innovative solution automates personalized email delivery and optimizes timing based on audience behavior and preferences. Analyzing customer data guides informed decisions about campaign design and goals.

Need help navigating your email marketing journey? Phonexa’s call tracking and lead management solutions offer clarity and efficiency, ensuring smooth sailing.

Build your plan or book a demo to harness the potential of Phonexa’s comprehensive platform.

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5 Great Examples of Personalized Email Campaigns

Product Recommendations

Sending personalized recommendations is a powerful email marketing tactic. Companies like Amazon and Netflix use this strategy to boost their bottom lines by targeting user behavior. Here’s a great example:

Brooklinen personal email recommendations

Source: Brooklinen

This is a classic product recommendation email based on the customer’s viewing history or abandoned cart. It offers a bonus, like free shipping, to encourage them to check availability. The email also includes close alternatives or mentions that the item is available in different colors or configurations to help hesitant customers make a purchase.

Their email strategy is simple yet effective. These personalized emails are tailored to customers interested in home appliances and cozy items.

  1. They start with a personalized salutation or compliment, encouraging customers to buy during a special sale and activating free shipping.
  2. The email dives into personalized product recommendations and exclusive deals based on the recipient’s online behavior.
  3. The email layout encourages recipients to explore the website further.

 

Key facts about this approach:

  • Customize product suggestions according to browsing history
  • Incorporate eye-catching product blocks and promotions
  • Begin the email with a personalized touch to engage the recipient

Personalized Welcome Emails

Welcome emails are crucial for making a positive first impression with new subscribers. Personalized welcome emails help brands show their value.

Wix's personalized welcome email example

Source: Wix

Using the subscriber’s first name in the subject line personalizes the email, enhancing the entire campaign. Incorporate the subscriber’s name throughout the email to create a more personalized experience.

Key takeaways about the tactic:

  • Use the subscriber’s first name
  • Send the welcome email immediately after sign-up
  • Enhance the email copy with custom fields or dynamic content tags

Personalized Content Emails

Sending personalized recommendations from favorite reads or your latest blogs is highly effective for boosting blog traffic or engagement. You can also create an automated email newsletter by leveraging your audience’s online behavior.

PayPal's personalized content email examples

Source: PayPal

Here, PayPal features a unique offer, content piece, and a ‘Become a Pro’ option in each email. This approach encourages users to explore different financial options tailored to their preferences. Further email personalization can be achieved by adding custom field tags and dynamic content to the email copy.

Key facts about this type of email:

  • Use customer interests, preferences, or browsing history for content recommendations
  • Create different sections within the email for personalized reading suggestions

Birthdays and Anniversaries

Personalized birthday or anniversary emails can strengthen customer relationships, making them feel valued on their special day. You can enhance these emails with special offers based on the customer’s preferences or shopping history. Consider this example from BodyMindLife:

BodyMindLife's anniversary email

Source: BodyMindLife

Though the design isn’t top-notch, the subject line grabs attention better than a generic greeting. The reader is welcomed with a personalized salutation, a captivating and colorful picture, and special rewards upon opening. However, adding a personalized greeting note could improve the email.

Key facts about this type of greeting:

  • Greet the user with a personal note on their special day
  • Propose a special offer or gift they can redeem with a single click
  • Include a personalized note in your anniversary or birthday email

Reactivation Emails

Reactivation emails target inactive subscribers who may have forgotten about your brand. Scheduling these emails can bring back old customers and help maintain a clean email list. Here’s an example from Duolingo:

DuoLingo's reactivation email

Source: DuoLingo

This reactivation email effectively rekindles the interest, and the personal note provides a reassuring touch. Contextual CTAs and appealing imagery further engage the reader, piquing interest in the brand’s offerings.

Key features of this method:

  • Create a personalized note for each recipient
  • Use an emotional, attention-grabbing subject line
  • Include multiple contextual CTAs towards the end of the email

Boost your revenue with Phonexa’s E-Delivery, bulk email and SMS automation solution, which gives marketers unrivaled control over engaging prospects through targeted campaigns. You can measure and compare the deliverability of emails across different channels, refine your email lists based on recipient behavior, and automate A/B testing to send the best-performing emails.

 

E-Delivery stands out by ensuring your emails reach inboxes reliably, outperforming other tools. Email affiliate marketing remains a top choice for product and service promotion. Businesses in various sectors can achieve remarkable success with the right automated affiliate marketing software like Phonexa’s solutions.

 

Phonexa provides an economical solution for just $100 per month, offering access to a suite of state-of-the-art products, including:

LMS Sync Lead tracking & distribution
Call Logic Call tracking & distribution
E-Delivery Bulk email & SMS automation
Cloud PBX Integrated virtual contact center solution
Lynx Conversion rate optimization tool
Opt-Intel Suppression list management
HitMetrix User behavior recording & analytics
Books360 Automated accounting software

Elevate Your Marketing with Personalized Emails

Personalized email marketing revolutionizes businesses by boosting engagement and sales. Tailoring content to recipients’ interests and addressing them by name sets brands apart in crowded inboxes, fostering deeper connections. Data-driven insights craft targeted messages, enhancing customer experiences and conversion rates.

Personalized emails build long-term loyalty, showcasing brands’ understanding and appreciation of customers. This loyalty drives repeat business and referrals, magnifying email marketing impact. In summary, email personalization is essential for modern marketers, transforming campaigns into customer-centric strategies.

Discover Phonexa’s email marketing solution for streamlined tracking and lead distribution, optimizing contacts, conversions, and compliance. Maximize lead conversion with prompt responses within the first five minutes.

 

Build your plan to generate more qualified leads, or book a demo to delve into customized solutions that meet your business needs.

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Frequently Asked Questions

What is email personalization?

Email marketing personalization tailors content to each recipient based on their preferences, behaviors, and past interactions. This can include using their name, recommending products they might like, or sending content that aligns with their interests.

How do I make my email more personalized?

If you want to make your email more personalized, use the recipient’s name, reference their past purchases or interactions, and segment your audience to tailor content to their specific interests.

Additionally, dynamic content blocks that change based on user data and behavior should be utilized.

How do email segmentation and email personalization differ from each other?

Email segmentation splits your email list into smaller groups based on shared traits, like demographics or purchase history. Personalization customizes content within those segments to match individual preferences and behaviors.

Got Questions?

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Olena Holubnyk avatar
Olena Holubnyk
Content Marketer

Olena Holubnyk is a Content Marketer at Phonexa. She is adept at homing in on the intricacies of affiliate marketing, call tracking, and lead generation. Olena's dedication to staying abreast of industry advancements underscores her commitment to delivering informative and inspiring content.


Education: Ivan Franko National University of Lviv

Expertise: Digital marketing, affiliate marketing, call tracking, lead generation

Highlights:

  • 8+ years of proficient writing and editing skills, with a focus on digital copywriting

  • Strong work ethic, perseverance, and a talent for quickly grasping new concepts

  • Enthusiastic about the arts, particularly photography and painting

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