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Here's the thing: whether it's subscribers, prospects, or loyal customers, the need for personalization is non-negotiable. (And we're not just talking about “Hello %%Firstname%%”.)
With Artificial Intelligence (AI) Due to its increasing popularity, the demand for it is increasing more people-focused marketing. Actually, 64% of emails sent by companies Embrace personalization through dynamic content – and make it a standard industry practice.
If you are in the industry Promote brand trust and win customers for life, then meeting these expectations is only the bare minimum. 76% of buyers expect personal attention because they understand that tailored experiences reflect a brand's commitment to understanding their needs and preferences.
So how do you meet those subscribers, prospects or loyal customers where they are? By offering personalized inbox experiences that exceed the standard. Read on to learn more about the importance of personalized emails and tactics you can apply to your own email marketing program.
What are personalized emails?
Personalized emails are targeted messages specifically tailored to an individual subscriber's interests, needs, and preferences. These emails use data to create a relevant and engaging experience tailored to each subscriber. This approach transforms a standard email into a personalized experience and helps strengthen trust between a brand and the subscriber.
Benefits of personalization in email marketing
Let’s look at some ways personalization helps email marketers engage with their subscribers.
Increased click-through rates (CTR)
Depending on the content of your email, adding personalized, dynamic elements to your emails can help you achieve higher click-through rates. For example, incorporating a live poll into your emails will encourage more clicks (as email marketer Laura Jean has seen with her campaigns: a 53% CTR improvement!). By offering subscribers an enticing opportunity to participate, you encourage more engagement.
Improved conversion rates
Personalization can significantly increase and deliver conversion rates six times higher transaction rates as emails without personalization. When subscribers see content that matches their personal preferences or purchase history, they are more likely to be persuaded to take action, such as making a purchase or signing up for a service.
5 Ways to Create Personalized Emails That Inspire
1. Create a sense of urgency with Countdown timer
Countdown timers can be a powerful way to bring something along a sense of urgency in the inbox. A powerful visual tool, countdown timers are a proven tool that encourages subscribers to take action while building anticipation for what's to come.
Countdown timer can be used in a variety of ways:
- Create urgency at the end of a sale or promotion
- Build anticipation for the start of an event
- Start a new collection or offer
- Show personalized time-based content (e.g. days until birthday/time until flight)
- Remind subscribers about holiday delivery deadlines.
In this example, we'll use a countdown timer to create excitement for an event.
2. Engage Weather forecast
Personalized weather forecasts ensure your emails resonate no matter the weather:
- Local weather forecasts based on the subscriber's location
- Weather at a vacation or event destination
- Products based on weather forecast
Ted Baker uses dynamic content to display products adapted to the weather at the time of opening. This example is the “wet weather version”.
Source: Litmus' email gallery
3. Show what resonates social signals
Social signals Show how many times subscribers have interacted with something based on the clicks an item receives in an email. Providing an actual count provides real social proof in the email and makes it clear to subscribers how valuable and popular each product is, which in turn motivates them to click.
This email from DFS shows the number of people who “love” each product, giving subscribers a browsing experience that is supported and validated by other subscribers.
Source: Litmus' email gallery
4. Play along Live polls
Use Live polls Emails are a great way to encourage customers to engage with your brand and show them that you listen to their opinions. You can do this by:
- Using polls or surveys for gamification
- Collect interest in real time
- Ask people to vote to increase engagement
- Create follow-up emails based on your customers' voting
In this case, Bulk™ uses live surveys to collect customer feedback on their newly launched products. This approach is used not only to gather information to improve future email personalization, but also to gain insight into what customers really like.
Source: Litmus' email gallery
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