Email is one of the best ways for eCommerce store owners to get actions from customers. Email personalizations help improve engagement because the message and products are catered and targeted to an individual. Personalizations create more value for a customer than a generic marketing blast.
In this post, we’ll take a look at personalizing when it comes to the subject line, segmented emails, and follow up emails.
Email personalizations: 1. Subject line
Customers are much more likely to open a marketing email if they see something familiar in the email subject line. This can be product names that interest the customer, the customer’s name, or their recent order information.
“Personalized emails improve click-through rates by 14 percent and conversion rates by 10 percent,” according to this Huffington Post article.
The customer’s interests and desires need to be kept in focus when creating subject lines as this can more effectively lead to getting email opens. For existing customers, think of what they may be interested in after they’ve purchased a product on your store. This can be deals on complementary products, free add-ons and contests, and more.
For new customers, you can send them deals related to their browsing or cart history. This information included in the subject line can not only lead to more sales for you, but also creates value for customers as they get their purchase at a discount.
Email personalizations: 2. Segmented emails
Segmentation in your email campaigns can ensure that you only send information about your products to customers who are interested in those products. You can define rules to segment customers and create customized emails for each segment.
Many email platforms, including MailChimp, have eCommerce integrations so that you can create rules and segments based on customer purchases. This can help personalize those emails for specific segments.
Email personalizations: 3. Follow-up emails
Your email interaction with customers shouldn’t end after the order transaction is completed. One of your lifecycle emails can be a personalized follow-up email some time (say, a week) after the customer would’ve received their product.
This email should be crafted around the products that the customer has purchased. It can include helpful content about the product, specific use cases of the product, how other customers are using the product (can include links to specific social media tags), and any other relevant information.
You can also give customers the opportunity to share feedback or concerns with you since they would’ve had the products for some time. This shows that you care about what they think of your products even after they’ve completed the purchase – creating a positive brand experience. You can also encourage them to write a product review if they’re happy with the item, and direct them to the review page specific to the products they’ve purchased.
All this can highlight the extra care you put towards customer experience and attention to detail as a brand.
Email personalizations can get your message in front of more customers and improve sales as the message is catered to customers. Personalization no longer means simply adding a customer’s name to emails. Although that is a good start, personalization should be about creating the most value for a customer through information that they would be interested in.
You can personalize email subject lines to increase your open rate, segment emails according to a customer’s interests, and send follow up emails to make the interaction more than a single marketing blast.
What email personalizations do you use for your emails? Please tell us in the comments below.