Personalization in emails isn’t a “nice to have” - but rather a proven strategy for boosting customer satisfaction! According to a Deloitte report, tailoring your communications to the needs and wants of your audience can significantly enhance customer experience and loyalty. 

Simply put, personalized emails transform generic outreach efforts into meaningful interactions. But personalization means a lot more than just using the receiver’s name - below, we’ll cover all the strategies you need to know to make your communications truly stand out. 

Covering The Basics: Use Recipient's First Name

Using the recipient's first name is the first, unmissable step to improved personalization. That’s fairly simple to imagine: receiving an email that begins with “Hi John”, for example, feels more personal than reading “Dear Customer,” which, of course, makes the receiver more likely to open their post! 

Today, you won’t need to take care of this aspect manually - most email platforms and management software allow easy insertion of first names, making this a simple yet effective strategy. Nonetheless, alone, this strategy isn’t enough to make your messages stand out! Let’s find out more below. 

Mention Local Events

If you are looking to get more email subscribers from a certain area or demographic, a surefire way to succeed is to include local events in your emails and content. For example, if you are a retail store, you may promote an in-store event or a city-wide sale. This adds a layer of personalization by showing that you're not just reaching out blindly, but you are customizing your message to the needs of the recipient. 

Personalize Timing

People check their phones 144 times a day, but not every check involves opening emails! Plus, if an email is seen but not opened, it can easily be forgotten later on, as the notification may go missing. That is why it can’t be said enough: timing matters. 

To find the best time to send out your emails, analyze your audience's behavior, assess your open rates,or ask your recipients directly!

Optimize Subject Lines

Subject lines are a crucial aspect of email marketing. Beyond simply improving personalization, subject lines can also improve your email positioning and help you avoid spam traps. 

Strong, well-planned subject lines also ensure your emails are validated and verified, making them more likely to reach your receiver’s inbox rather than the spam folder.  

Segment Your Audience

Segmenting your audience means subdividing your recovery into smaller, more defined categories that are grouped based on specific characteristics, features, or behaviors.  This strategy allows you to send targeted messages that resonate more with the specific segment. 

When it comes to subdividing your audience, you have several options available to you. These include demographic details, purchase history, or customer behavior. For instance, a fitness brand might send different emails to beginner and advanced users, making each email more enticing to each specific subscriber!

Reference Past Purchases

An exclusive way to personalize your emails is to tap into the history of each customer with your brand. Simply put, referencing past purchases shows you value your customers' history and are aware of their needs and wants. 

For instance, if a customer bought a laptop, you may use your communications to suggest accessories or software updates, or to remind them that they have available benefits like warranties and customer care.