Personalizing Email Like the Pros



Email personalization was a once-unique tool used only by the savviest brands. Nowadays, if your email communication doesn’t feel custom-made, you’re probably not maximizing your effectiveness.

Despite a rise in security and privacy threats, more and more everyday email users are willing to fork over details about themselves in an exchange for hyper-personalized information, discounts, and offers from their favorite brands. With all this information, email marketers have no excuse for generalized emails, and new technology and tools make it easier than ever to super-serve customers and prospects.

Take Amazon for example; the online retail giant incorporates personalization into every facet of the consumer experience, from individualized onsite content to hyper-segmented emails and offers. Using behavioral targeting, predictive modeling and personalization, Amazon succeeds with automated features like “frequently purchased together” and “Customers also purchased” suggestions.

Though Amazon has the benefit of having an incredible amount of data at their disposal and the resources to fully take advantage of it, the core of Amazon’s tactics can be applied to almost every brand. If you don’t implement recommendations using the data that is available to you, customers will seek out an easier shopping experience with another retailer.

Another retail giant taking advantage of email personalization is global sportswear brand Nike. Aside from traditional marketing innovations, such as their loyalty program and product personalization app, Nike rallies behind world events to hyper-personalize the email marketing experience for customers around the globe. During the 2018 World Cup, Nike geographically targeted customers with personalized content for mobile devices, creating a country-specific experience that rolled out across email and social media platforms. While Nike enjoys the perks of being an internationally-recognized company with the money and manpower to manage mountains of data, their use of easily captured data helped create an emotional, unforgettable user experience.

Beauty retailer Sephora also has mastered email marketing personalization by leaning into customer loyalty. Unlike brands that generalize after the subject line, Sephora doesn’t skimp on personalization in the email body – including personalized fields like name, reward points, and suggested products. The brand also frequently sends useful reminder notifications, such as re-purchase reminders, alerts about new products, and VIP status perks and offers. Though gaining and retaining new customers is critical for any brand, allotting resources to creating the best customer experience for the most loyal shoppers is just as important, if not more.

The benefits of email personalization are obvious; it improves customer engagement, most often shows higher transactional rates, and typically encourages more purchasing. Like these massive companies, go big when it comes to email personalization to provide customers with seamless access to the information they most want.