Customers leave a lot of “traces” of their stay on the site and in the newsletters of the online store. Retailers have a lot of opportunities to collect data about users, and many do it successfully. But when it comes to practical use, a personalized email newsletter subscribers continue to receive newsletters from many online stores with a huge banner “30% off everything”, and email marketers complain that collecting and sending personalized newsletters takes too much time.
There are so many interesting tricks that can be applied in email marketing if you think through the strategy and use the possibilities of personalization, automation and dynamic content.
The Retail Rocket platform is a single email marketing management center for retail, including the usual mass mailings, any trigger scenarios, a personalized email newsletter service/transactional letters and a powerful segmentation and analytics system. The platform is designed taking into account the specifics of online retail, fully covers the needs of an online store and includes all the advanced personalization technologies, providing a higher result than other platforms.
What is email personalization?
Personalizing your emails is when you send each subscriber an email that they actually want. For example, if you know someone recently bought a pair of sneakers, offer them a new model instead of just anything.
Why is this important? People are more likely to open emails that relate to them personally. For example, instead of “Dear customer,” write “Hello, Anna!” If you know that Anna is into running, tell her about discounts on sportswear. She will definitely open such an email.
Personalization works simply: First, collect data about your subscribers. Then, use that data to make your email useful to everyone. Personalized emails sell. When you take into account what a specific person needs, sales increase sixfold. This is not an abstraction – these are statistics from Experian.
How to Personalize Email Newsletters
Personalization is the way to make your emails work. Transform them from boring spam into useful and interesting messages. However chad email list 473553 contact leads talk to the customer directly, use their name, take into account their interests. When you understand what the customer wants, they open your emails and act. It’s not difficult, but it requires clear steps. Let’s figure out how exactly to make your mailing useful and effective.
Method 1: Collect customer data
To make your newsletter work, you need to know who your customer is. Not just a name and email — learn more. What product categories are they interested in? What size of clothes or shoes do they prefer?
CRM systems . For example, Salesforce or HubSpot. These systems collect all the information about the client in one place: what he bought, what he paid attention to, how he interacted with your brand. You see the full picture and understand what this particular person needs.
Email marketing platforms . Such as Mailchimp or Sendinblue. These services show who opened the email, who clicked on the link, what attracted attention. You can immediately see which emails work and which don’t, and quickly tailor the mailing to the interests of your customers.
Method 2: Use names in address
When you start a letter with a name, it immediately becomes personal. “Hi, Anna!” sounds different than the impersonal “Dear client.” The person feels that the letter is addressed specifically to him, and not to a faceless mass.
Almost all mailing services allow you to insert the recipient’s name directly into the text of the letter. You write one letter, but each one comes with a personal message. It’s simple, but it works.
Method 3. Personal sorting of letter elements
Each person has interests in different categories of goods, so online stores often use several different blocks with categories in their mailings. But each user is more interested in one section than another, and it is not a fact that he will scroll the letter to the goods that interest him. At the same time, if the sorting “hits” the user’s preferences, the probability that he will make a purchase is much higher.
Dynamic sorting of blocks inside the letter helps to solve this problem. The category that arouses the greatest interest of the user is automatically placed on top, the second most interesting is placed below, etc. There can be 2 or more categories (within reasonable limits, of course, a letter with 10 sections is unlikely to be viewed to the end).
Method 4. Consider the sizes of clothes and shoes
The ability to take into account sizes is relevant for the fashion segment and children’s goods, since this is one of the key characteristics of the product. Agree, no matter how wonderful a dress or shoes are, if your size is not available. Moreover the application is easy to use interest in the product disappears. It is a shame to spend effort on attracting a client and lose him just because the size does not fit.
If the customer has ever made a purchase, the online store has data on the size, which means that this information can be used not at the stage of adding to the cart, but at the time of offering the product. In our case, in email newsletters. Moreover, it is possible to exclude products that are not available in the required size, or simply highlight the appropriate sizes.
Method 5. Automatic change of theme and banners
Retail Rocket’s automated email campaigns are one of those features that reduce the time and resources spent on preparing regular mailings, such as newsletters about new products, discounts or popular products, to almost zero.
But automation should not mean that the subscriber receives the same newsletters and understands that an algorithm is communicating with him. It is important that users receive different content and feel the care of the marketer in each newsletter.
To do this, it is important to think through the logic of forming. The subject of the letter and prepare different banners for each month. In combination with personalized product recommendations, each letter for the subscriber turns out to be truly unique.
Method 6: Use categories in the subject line
And the last, simple but important life hack for mailing is to use. The names of categories that are interesting to the client in the letter. Since shopping data starting with the subject, which allows you to show users that the store takes their interests into account. Already at the first stage of the sales funnel, and continuing in the body of the letter. This way, you can personalize regular email newsletters as much as possible.
The online store TechnoStudio has implemented categories in the subject line of its email campaigns. This way, subscribers receive not just a newsletter like “Current offers for you,” but emails with personalized subjects.
Key findings
- Personalization is sending relevant emails to each customer . For example, if someone bought sneakers, offer them new models instead of random products.
- Names make emails personal . Addressing the email by name, like “Hi, Anna!”, makes the email stand out and more appealing to the customer.