Personalised Emails

As with every email campaign you want to increase open rates, click through and conversions. The best possible way to do this is to added personal factors into your email subject lines and body.

The most obvious way to add a personal touch is to add the recipient’s name in the copy, which can be easily done by many email marketing tools with a simple {placeholder} tag. By having a name in the subject line the recipient automatically feels a greater sense of familiarity and is happier to open an email.

Although some personalisation in the subject line might increase the open rate, if the content of the email is of no interest to the recipient then the click-through and eventual conversion rates will not hugely improve.

It’s more than just a Subject Line

Where personalised emailsĀ  really starts to improve your email campaign is when your email’s content is tailored to include what the recipient is interested in or what their previous activity with your previous email campaigns. By reviewing analytics of your email campaigns you’re able to segment your contacts into fields that they are interested in by looking at what links they have previously clicked on.

If you send out a promotional email that is selling products or a newsletter email with a number of articles the personalisation aspect comes in when you change the order of the products or articles so that the recipient’s main interest is at the top for them and grabs their attention straight away. If you are able to interest the reader’s attention early on then they are more likely to read what else is included in the email or view more products you have to offer. This is also applied when writing the subject line, for example, if you have an email selling accessories for iPads, phones and laptops the subject line should be influenced by the recipient’s history. If the recipient had repeatedly clicked on iPad links then it should feature in the subject line and the product is at the top of the email.

So, personalised email marketing moves far beyond just entering the recipient’s name at the beginning of the email but actually involves creating many different versions of the same email with the content arranged in a way that will be the best possible format for different people.

Although it can be time consuming, personalised emails can produce much greater results than that of a single generic email send. The main issue with this technique is that your database must be kept up to date because recipients will not appreciate emails being sent to them with either the wrong name or incorrect information.

So, take your time, understand your audience and what they like, and always test to see what works.

One Response to “Personalised Emails”

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