What are some innovative strategies for personalizing content in email campaigns?

[Elizabeth_K]

We have a little mantra here that if you create targeted emails with personalized content, you’re going to see an increase in your email engagement. So how do you personalize an email? My answer is not to start with your email! Start with segmenting your audience first, and then move into your content. Take it from a writer, guardrails are your friend! They force you to focus and help you narrow down your content so that you’re not trying to cram too much into your email. Not the answer you were expecting? Don’t worry! We’ll get to the content part…

Segmenting your contacts just means that you’re grouping contacts together based on shared characteristics, like their location, or shared interests, like their shopping habits. How you segment is going to be different for every organization, but the goal is the same: divide your audience into parts so you can share content that is more relevant to them. The same reasons for why you grouped your contacts the way you did are going to tell you what kind of content you’re going to write.

• Here’s how to get started with segmentation.

Now that we have segmentation out of the way, let’s get down to the nitty-gritty of personalizing email content, starting with your subject line. It’s super easy to add a first name into a subject line, and it helps to increase open rates because it highlights the relationship you have with your contacts. A first name isn’t the only thing you can add to a subject line either. You can add any contact details or custom fields you have on file, which can also be just as attention grabbing! 

• Check out this article to learn how to use subject line personalization.

Next up is probably the easiest way to add personalization to your email. A personal greeting lets you address your contacts by name within the body of the email. It only takes a couple of clicks to add the greeting tag into your email and you can even specify what you want to display if your contact doesn’t have a first name in their contact record. A first name is just the tip of the iceberg when it comes to contact details too. You can pepper the body of your email with all the other contact information you have on file, like job titles or city, and even custom fields. 

• Read this article to learn how to add a greeting tag.
• Read this article to add your contact details and custom fields to your email.

Finally, it’s time for something a little more sophisticated. Dynamic content blocks let you literally change the content your contacts see based on the contact information you have on file for them! This makes your email content possibilities a whole lot more interesting! Imagine for a moment that you run an ice cream shop, and thanks to a well designed survey, you know your contacts’ favorite flavors, and you took some time to add them as custom fields. Now you can display a chocolate-focused block to the chocolate lovers, and a vanilla-focused block to the vanilla lovers, and a snozberry-focused block to the fruit lovers. (You get the idea!)

• Read this article to learn more about dynamic content blocks.

OK, that is a good amount of information, but hopefully not an overwhelming amount. Don’t feel like you have to use all these tools at once, either! Do a little experimenting and see what feels right, and then try incorporating a few more later. You may find different combinations work better for you than others, and that’s ok! There are no hard rules here. We’re definitely interested in hearing how it goes, though! Let us know what you tried, what worked, and what you’re setting aside for a rainy day. (We get lots of questions on this topic, and your insight can help someone else out!)

[Chris-S]

I have noticed that using these strategies in email marketing efforts has resulted in successful outcomes and created deep connections with customers.

Milestone Emails

Mark special moments with your followers, such as their membership anniversary, birthday, or the date they joined your brand.

• Show your gratitude by sending an email that says "Thank you for being a part of our community for a year!" and include a special offer or discount.

Social Proof and UGC (User-Generated Content)

Try including personalized social proof, like sharing customer reviews or suggestions that match what they've bought or liked before.

• You may include feedback or images from other customers who have purchased the same product if a customer has made a purchase. You may also prompt them to share their own review or social media post.

[DavidFischerSolutionsForGrowth]

Our team at Solutions for Growth can certainly add to Chris-S’s important insights on innovative strategies for personalizing content in email campaigns.

Below are a few additional thoughts on critical ways to target content for email communication that can enhance engagement and drive conversions.

1. Lifecycle Email Tailoring: Create targeted email sequences based on where users are in their customer journey, such as onboarding, retention, or re-engagement, ensuring the content is relevant to their current needs.
2. Customized Send Times: Analyze when individual users are most likely to open emails and schedule sends accordingly, increasing the likelihood of engagement by respecting their habits.
3. Predictive Analytics: Implement predictive analytics to anticipate user needs and preferences based on historical data, allowing you to send proactive recommendations or offers before users even express interest.
4. AI-Powered Recommendations: Leverage AI tools to analyze user data and generate personalized product or content recommendations in emails, enhancing the relevance of each campaign and improving conversion rates.
5. Personalized Subject Lines and Preheaders: Craft subject lines and preheader text that reflect the recipient's name, preferences, or recent interactions, making emails feel more relevant and encouraging higher open rates.

The Solutions for Growth team brings decades of experience in implementing effective strategies for personalizing content in email campaigns.

Can I help you by discussing a few ideas to get started?