How can you make your emails more personal?
Email marketing is a fantastic way to reach hundreds, if not thousands, of customers at once. However, in a world where customers are tired of mass marketing and broad campaigns, personalising your emails has become critical for driving successful sales and long-term loyalty.
But, how do you personalise your content without modifying each email by hand, which would be both meticulous and mentally draining? Here are some of our quick tips!
The First Name Tag is a MUST
Not every customer will give you a first name when they sign up. And not every customer will give you the right first name. But, it’s safe to assume a good majority of your database will (if you’re asking for it, that is). So don’t forget about this first name personalisation field when designing your sign up form and emails.
Using first name personalisation in your subject lines or at the start of your emails is a fantastic way to grab your customers’ attention to make it feel like you’re speaking directly to them. You don’t need to limit your use of the first name to just this section of the email, either. For example, adding it to the copy or when you’re recommending specific products can help generate those extra sales you’re looking for.
If you don’t have a first name, that’s okay! You can also associate a default so that it covers these people too! Many businesses choose ‘there’ eg. Hey {{ first_name|default:"there" }},
This is a great start, but you may also consider other more branded defaults, too! For example, using ‘smoothie lover’ or ‘clever maker’ is a fantastic strategy for building loyalty and trust when you don’t have their first name.
Different designs for different customers
Platforms, like Klaviyo, are fantastic for collecting and storing data! So, use it to your advantage. Let’s say you’re a brand selling men’s, women’s and children’s clothing. If a customer has purchased from you in the past and has specifically only purchased women’s clothing, why send them a men’s campaign later down the track?
Through careful segmenting, you can ensure this customer only receives emails for women’s clothing promotions and new releases. Doing so will ensure they don’t become avoidant to your emails (something that often occurs when customers receive content they aren’t interested in).
If you want to take it further, you may even segment based on the type of clothing they are purchasing to pique their interest.
You can also collect this information at sign-up, rather than waiting for people to make their first purchase, to guarantee your emails nail the brief from the get-go.
Speaking to them, not at them
The way you write your copy can make a difference in how customers react to your emails. Talking at them and to them may only have slight changes in tone, but the results can be very different.
Let’s say you recently released a new collection. If you were talking to them, you would say something like, “We’re so excited to announce the newest release of our collection. Check it out online.” In this copy, you’re not really giving the customer anything that specifically speaks to their interest.
Now, if you were to talk to them, it would sound more like, “We are so excited to announce that we’ve just released our latest collection, and there are some items in there we know you’re going to love.” Even with just a slight change in tone, the customer is now included in your copy and wants to see the product recommendations.
Personalise your emails with the Email By Design team
Personalising your emails can take time and a careful strategy. But, once you have it in place, the results will speak for themselves. Want to know what you can do to personalise your emails? Book a free 15-minute consultation to get started.
