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Personalizing emails for successful email marketing

By Imke Melis

Personalizing emails for successful email marketing 

Emails provoke two kinds of reactions. Users can get irritated when they receive an email or they can look forward to another email. You get this second response by setting up your email marketing properly. Personalizing your emails plays an important role here.  

The ultimate goal is to increase conversions by creating a bond with customers and prospects. Customers should feel that you know their needs and requirements and that you are on the same wavelength. In this blog we explain how you achieve this by using customer data in an appropriate way to personalize emails. 

Basic principles of personalization 

We believe in the power of personalized communication. Let your users know that you understand them and their needs. By sending relevant and tailored emails, you’ll ensure that each message resonates with them and brings value. This is very important for successful email marketing.

While there may be general information to share, we encourage you to focus on specific target groups within your mailing list. Give your recipients a reason to eagerly anticipate your emails. Whether it’s fresh information, exclusive discounts, or exciting opportunities, make each email a valuable experience.  

Avoid fatigue and potential unsubscribes by consistently delivering something new and meaningful.  

The role of personalization in different phases 

Your email arrives in the inbox 

The first thing a recipient does is check from whom the email comes and read the subject and preview. Here you have to show immediately that the content of the email is related to the recipient. Use a personalized salutation for this. Depending on your target group and your own brand this salutation will vary. If you have a more formal relationship with your customer, use “Dear Mrs. Janssens”. If you have a more playful relationship with your client, use “Hi Annelies!”. 

The user reads the mail 

Congratulations! You’ve successfully captured the recipient’s attention and got them to open your email. 

Now, let’s ensure they read the entire message. The key lies in the top section of your email, including the header image, salutation, title, and introductory information. This is where personalization truly shines. Make it crystal clear that the recipient’s needs are being addressed. Create the impression that says, “This is specifically for you.” At BeBold, we specialize in crafting personalized email content that grabs attention and keeps readers engaged from start to finish. 

Let’s take a recruitment agency as an example. The recipient in this case is someone who wants to work in the medical sector. In this case it is better that the banner is an image of a hospital instead of a construction site. This image shows that you really have a view on the world the recipient will eventually end up in.  

The same applies to the title and following content. Suppose the mail is a list of available positions. It’s obvious that this list only contains open positions within the medical sector. It’s also possible to determine the order of appearance. The functions the receiver is looking for are at the top. While the functions for which the receiver hasn’t explicitly show interest are at the bottom of the mail. 

This doesn’t mean that what’s at the end of your mail doesn’t need to be personalized. On the contrary, this is the right place to put the recipient in a flow that suits him or her more. Suppose you place some hyperlinks to your website in the footer at the bottom of your mail. Then, depending on the recipient, you can link to other parts of your website.

Three forms of personalization 

There are several ways to apply personalization: 

1. Using available data 

Personalization made easy! It’s all about leveraging user data in your emails. Start with the basics, like using the recipient’s name and gender in a personalized salutation (“Dear Ms. Annelies Janssens”).  

But why stop there? Take personalization to the next level for a stronger impact. Show appreciation for your loyal customers by sending a congratulatory email, thanking them for their years of support. Whether it’s a long-standing customer of your online clothing store or someone who’s owned your product for years (like a car), make them feel valued. Use the specific purchase or subscription date to add that extra touch of personalization. BeBold helps you create meaningful connections with your customers through tailored messaging that truly resonates. 

2. Personalization based on profile 

If you take the profile of your receiver into account you are already on a higher level of using user data. You don’t put the data directly in the email, but use it in the background to direct which content will be where in you email depending on the person you are addressing. 

For example, an energy supplier can make the difference between customers who are price conscious or consumers who have a green mindset. Depending on their mindset you’re going to adjust the articles you show in the mail and where you show them in the mail. 

Location also plays a role here. Depending on where the recipient lives, change the address of the office and refer to the nearest office for successful email marketing.

Personalization based on profiles is very efficient for successful email marketing. That’s why we recommend consulting the various personas within your target audience. Personas are detailed descriptions of individuals who represent your customers. They go beyond demographics and include their needs, problems, and goals. Want to learn more about creating personas and boosting brand engagement? Check out our blog post, “Using Customer Personas to Increase Brand Engagement”. 

3. Personalization based on behavior 

It’s not just about the content of each email but also the behavior of your recipients. Based on their actions, you can tailor your email series for maximum impact. For instance, if a recipient opens an email but doesn’t take further action, it’s a signal of lower interest. You can choose to send them a gentle reminder or adjust the type of emails they receive. Here’s another example: if a recipient shows interest in a particular topic by visiting multiple related articles, you can send them more targeted emails on that topic. 

Before you start personalizing emails 

Before you start personalizing your emails, there are a few things to think about:  

With all this information you can start personalizing your successful email marketing.

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