Personalization in email marketing begins before a customer even opens the message, starting with who it’s from and the subject line.
Personalization can be as simple as adding the name of the customer’s sales manager to the From line. Now the email feels personal and important, rather than just a mass mailing from the company.
The subject line is another important personalization opportunity that can influence whether a customer opens or deletes your email.
For example, imagine a customer was browsing your clothing site looking for a new wool sweater. You run a 25% off sale and send an email with the subject line: 25% off for a limited time.
While the subject line follows all the rules of good email copywriting (short, creates a sense of urgency, uses numbers), it may not speak directly to the customer.
Now let’s take a look at this personalized theme: 25% off your cozy wool sweater. Get it before they’re gone.
Yes, it’s longer. But it gets the most important information out there if the subject line gets cut off. And it tells the customer exactly what they want to know.
When a customer opens the email, instead of seeing generic images of the most popular products that may not resonate, they see this sweater in their chosen color. And it can be perfectly paired with a pair of pants or insulated leggings. Now you have a winning strategy that can make the customer say, “I have to buy this now while it’s available.”
The Psychology of Email Personalization
In addition to consumers not wanting to waste time searching for relevant information in an email, personalization appeals to their desire to develop relationships.
Email personalization is based on deep research into consumer psychology. There are several factors that explain why personalization is so effective.
