Personalization is the key to achieving success in email marketing. It puts you in close contact with the subscribers and improves the chances of conversion.

Econsultancy’s Mike Austin has shared an useful article highlighting the ways to improve your email personalization efforts.

Austin says, “A good first step to become more targeted in your email marketing is analyzing your purchase and browsing data and placing customers into segments. Understanding those segments allows you to define how to personalize the experience based on interests, browsing behavior and purchase history. For instance:

  • Highly engaged non-customers that are very engaged on your website, but haven’t purchased yet. Try to turn them from shoppers into buyers by sending personalized offers, such as coupons
  • Lapsed shoppers who have regularly bought from you but haven’t done so for a while. Reactive them by letting them know that you miss them and reminding them why they love your brand
  • Customers that are highly likely to make a purchase. These shoppers frequently visit your store, so the best approach is to keep them updated on new products but not bombard them with special offers as to not cannibalize on the average order value”.

How to think strategically about email personalisation

Econsultancy
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