Hi, In order to better understand what you'd like to get out of our website, we track the URLs you visit in a session. This information is only used to customize future communications with you. Do you consent to allow this tracking?
I Agree I Disagree. Disable Tracking
5 Ways Digital Marketers Use Call Tracking to Grow Their Business

Author

Jessica Andriani
Jessica Andriani is the Digital Marketing Manager at Connext Digital – a data driven full service agency offering marketing agility to brands with potential.

Email Personalization: How to Boost Opens & Click-Throughs without Being Spammy

November 26, 2018 –

Email marketing is not going anywhere. According to DMA Insight, 99% of email users check their inbox daily. If your consumers are receiving an average of 20 emails per day, how do you make sure yours get opened?

Whether you use it for webinar invitations, a new blog post promotion, or deals and flash sales, each click is valuable in generating leads. One of the fundamental techniques that guarantee high open rates is email personalization.

Companies need to have a good grasp of what their target market needs and wants. A recent study reveals that 84% of consumers appreciate being treated like real people rather than just numbers. Email marketing is not just another space for ads. It’s a personal channel where you can start and build relationships with your customers.

Here are 5 game-changing email personalization tips to help increase your click-through rate (CTR):

Segment Your Customers

Segmentation is where personalization begins. If you usually send out massive email blasts, consider segregating your subscribers into different groups, such as those who have recently opened your emails, customers who have already purchased in the past month, inactive subscribers, and many more.

For instance, segmentation will help you determine who among your subscribers speak English as a second language. Crafting an email that includes a phrase or two in their first language, will give them a sense of exclusivity and value.  You can also create groups of emails that are based on and tailored for a specific demographic and send it out to each segment.

Make Your Subject Line Stand Out

This is what gets your foot in the door. A compelling subject line provokes an emotion that leads the reader to open it.

How you approach your subject line depends on your brand, industry, and content. Concise and straightforward headlines work, but a dash of wit and personalization can help pique consumer interest. Try experimenting with your subject lines: add emojis, work with puns, and incorporate trigger words (e.g., “free delivery,” “sale”).

Humanize Your Brand

Sending out email campaigns coming from a real person, instead of a company address (e.g., marketing@company.com), is a great stepping stone in pushing for personalization. Again, the goal is to make it seem that the email campaign is tailor-made for the consumer. Email marketing materials that come from one sender, like the brand’s community manager or executive, softens the tone and adds a layer of human connection, especially for big businesses.

Create a Drip Campaign

Drip campaigns automatically execute a set of customizable, pre-written emails that are scheduled to be sent out in sequence to your current and potential customers. This can refer to an email going out when someone signs up on your newsletter. Followed by a few emails that introduce your products or services to the new subscriber. Then, succeeding emails for latest blog posts or promotions.

Drip emails are also based on behavioral triggers such as making a purchase, cart abandonment, or any actions the customer performed. This is the reason why others refer to it as behavioural emails. Drip campaigns guide the customers, new and existing, through the buyer’s journey.

Take Advantage of Location and Time

Chances are, your subscribers aren’t all in one location and are on different time zones. Some are possibly more likely to read and act on emails at 8:00 AM, while look at their inbox after lunch. There’s no consensus to this. You’ll have to do A/B testing to find out the exact times that best result to a high open rate and CTR for your email list.

To Sum Up

Email newsletters remain to be a powerful strategy in maintaining and acquiring potential and new customers. Let’s face it: if your subscribers aren’t following your links, that’s not good for the business.

Unlike your strategic campaigns on social media platforms, email is your one-to-one, personal marketing channel. If you want people to click, send out a tailored and relevant email campaign.

Originally published November 26, 2018 - Updated November 20, 2020

Start 15-Day Free Trial Of Convert Experiences.

Watch Icon
Quick form submission.
Credit Card Icon
No credit card needed.
Headphones Icon
Support available.
You can always change your preferences later.

We've Improved Conversions for
5000+ Leading Brands

Check Icon
You're Almost Done.
Managing Marketing Team
Managing Tech Team
Hypothesizing Experiments
Coding and QA of Experiments
Convert is committed to protecting your privacy.

You've successfully submitted your details to start your Convert Experiences 15-day free trial.

We are setting up your account for you. You'll receive a welcome message to your registered email with your login access. Please explore the app on desktop for an optimal experience.