Email personalization is not a new concept; marketers have included basic personalized data in emails for more than a decade. However, new tactics and technologies allow marketers to introduce personalization on a different level in order to give consumers a more relevant and lasting brand experience.
These eight best practices offer advice on how to drive revenue and retention through personalization.
1. Subject Lines Are the Hook
According to data from Eloqua that examined 202 million emails sent in January 2011, email subject lines personalized with the recipient's name had open rates 4.7 percent higher than average.
Subject lines are ideal for A/B testing, so don't be afraid to introduce other personalized content. This could include data such as the name of the product the customer purchased, a recent event they attended, or some other content based upon customer's actions.
2. Important Items Go Above the Fold
Include first name or the user's ID above the fold within the body of the email so you quickly capture their attention. If the user took the time to register with your business, then there is some implicit trust between both of you. Remind them of your relationship by promptly showing their names. This tactic is especially important for consumers on mobile devices as the limited space means brands need logical personalization right away.
3. Avoid Asking Too Much
In order to include personalization to your emails, you first need to have the data. To get this information you need consumers to either make a purchase or complete some sort of signup or other action (such as through a live chat) where they give you that information. Avoid being greedy—customers don't want to spend time with a detailed registration page that asks demographic data or other personal information. The more info you request, the less likely it is they will complete the signup. Ask for the minimum, use that in personalized emails, and expand your data as the relationship grows.