A personalized letter is a letter that takes into account important user data, such as their name, gender, age, and behavior on the site. When a person receives such an email, they understand that it was created especially for them, and this is always nice. While mass mailings used to be commonplace, today it is not very effective, so senders increasingly use personalization in letters.
What are the benefits of personalized emails?
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Increase audience loyalty. Personalization allows you to show your subscribers that you care about them and send them only important and useful content. Therefore, the motivation to open your letters will increase.
Increase the effectiveness of email newsletters. According to Instapage, personalized emails have 29% more opens and 41% more unique clicks.
What data is needed to personalize emails?
All data that we can receive from users is divided into two types - static and dynamic.
Static data is data that does not change over time. For example:
Name.Knowing the name, we can politely address the subscriber, but it is important to understand that the name alone is not enough to consider the letter personalized. In addition, it is really worth saudi arabia business email list addressing a person by name if the letter contains other personal data, such as a personal promo code or birthday greetings.
Gender. Gender data helps you avoid making stupid mistakes and sending out a newsletter about blush to men and a discount on electric razors to women.
Age: This can also be very useful for personalizing your mailings if you provide services to subscribers of different age groups.
Date of birth. Knowing the date, you can congratulate the subscriber on the holiday and cheer him up with a personal discount.
Geodata. The contact base needs to be segmented by city, so as not to send information about discounts on delivery in Moscow to subscribers who live in St. Petersburg. Here it is important to monitor the information update and take into account new user data.
Hobbies and preferences. Information that can be very valuable. If you sell sporting goods, you can survey your audience in advance and find out who among your subscribers is a tennis player, and who is a snowboarder and send them relevant content and relevant products.
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If previously static data was enough to personalize mailings, then the advanced level of marketing assumes the use of all information about the client. And dynamic data helps with this.
This is data about the user's behavior on the site, their information trace. For example, in enKo d we collect, store and analyze all the necessary information about the subscriber's actions. What products they looked at and for how long, what categories they opened, what they added to the cart, what exactly they bought.
Any information is important for personalization. Based on the collected data, triggers can be defined and scenarios for automatic mailings can be developed. What options are possible here:
Abandoned views : These emails are sent to users who were interested in products but decided not to add them to their cart.
Abandoned Carts: For subscribers who added something to their cart but didn't buy anything.
Activity and performance reports on the site. If you have an educational service, you can send reports on the progress of learning. And streaming services often send out content selections based on the subscriber's interests.
Reactivation. Needed if the subscriber has not visited the site for a long time and you need to get him back.
Taking into account the behavior and preferences of a specific user, you can create personalized recommendations, product selections - everything that can really be useful. Unlike mass mailings, such targeted mailings create a sense of one-on-one dialogue and encourage a person to interact more with the company. But when it comes to personalization, it is important to respect people's personal boundaries so as not to look like spies.
Conclusions
Personalization helps warm up the loyalty of regular customers, strengthen their emotional connection with the brand, and reduce the number of unsubscribes. It also helps make friends with new subscribers.
Personalized mailing improves statistics, email strategy effectiveness and increases sales.
You need to consider the depth of personalization and not show your customers that you know everything about them.
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