7. Don't Go Overboard
Consumers are quite savvy and are increasingly turned off by overdone marketing communications. You want to introduce personalization, but don't overdo it. If your entire email template contains six or seven instances of personalization, then recipients might feel like you hold too much of their information (even if you do hold quite a bit). The personalization needs to make sense on an intuitive level and be done with subtlety. While you want consumers to feel a brand connection, you shouldn't try to be their best friend. Two or three personalization features per email is about the maximum.
8. Putting It Together
Email marketing remains a core revenue generator for nearly any business. The mobile revolution means customers expect immediate answers and can make purchases anywhere, but they still use email as a primary tool for learning more about companies. A key element of personalized email campaigns is they need to be consistent and matched with other platforms or channels so the customers receive a personalized and logical experience at every contact point.