Author: Emily Nicholson, Email Marketing Executive at Visualsoft

What is email personalisation? 

In the context of email marketing, personalisation means targeting an email campaign to a specific subscriber by using data you have about them. Some of these data points could include:

• Previous purchases
• Interests identified from preference form
• Device
• Name 
  
  

This data shows the subscriber that the email is relevant, targeted and personalised to them which will increase their interest in and engagement with it.

Basic personalisation includes adding the subscriber's name in the subject line, for example, “Your perfect sofa is here, Emily”. Whereas more advanced tactics include adding the subscriber's name within the body of the email, adjusting the email content based on previous purchase history, or what device the subscriber is opening the email on. 

Highly personalised emails can impact email engagement from subscribers; it can increase email metrics such as click-through rates , as well as having a more positive effect on subscribers overall and improve their perception of your brand. Studies have shown that emails with personalised subject lines can uplift open rates by up to 20% (SuperOffice- 2022). 

What email marketing personalisation tactics are there? 

Here are our top tips on how to successfully personalise your emails.

Adding first name personalisation 
Adding the subscriber's first or last name within the subject line and/or the body of the email is an easy way to personalise the email content and make subscribers more likely to open it as they naturally suspect the email has been written specifically for them. First-name personalisation is a great tactic to try if you’re struggling with the open rate of your email marketing campaigns. 

Top tip
Ensure your subject lines are short, catchy and actually relate to the subject of the email. This can help to improve open rates and stand out in the inbox. Emojis are a great addition too! 

Data-led targeting 
Taking personalisation further can include utilising data such as the subscriber's previous purchase history or interests to tailor the email content. Targeting subscribers that have previously purchased a dress with accessories to entice them to complete a further purchase is a great example of data-led targeting. It is important to ensure that the timing of the email is correct; for example, sending a follow-up on accessories three weeks after purchase may be too late. Similarly, you will need to ensure related products offered are relevant to the initial purchase, if you bought a pair of snow boots you might not be interested in a swimsuit next. 

Top tip
Plan how you will gather the subscriber data you want for future campaigns by using signup fields, live polls and preference forms. 

Automated journeys 

With data in mind, automated journeys that work in the background can be a great way to personalise your email journey per subscriber - and will also help generate revenue without constantly having to schedule new emails. 

Retention and lapsed journeys are a simple but effective way to not only retain subscribers and entice them to purchase but can be super personalised. For example, sending an email six months after purchase, highlighting “You haven’t purchased in a while” with reasons to purchase alongside an incentive is an effective way to ensure your journeys are subscriber specific and can entice conversions.

Top tip
Basket abandonment emails are also a great way to engage with subscribers based on their purchases; they don’t have to be too “salesy” and can be a great touch point to ask customers if there’s anything you can help with. 

Segmentation 

Segmentation is key within email personalisation and there are many ways to segment emails. Segments can be based on the subscriber's previous purchase history, e.g. “has purchased dresses”. Or alternatively based on their interests from data collected via a poll or preference form, e.g. “interested in womenswear”. Both can help further target subscribers with relevant, engaging and overall personalised content. Enticing the subscribers to open the email, click through and convert.   

Top tip
Engagement levels and metrics improve when segmentation is used - the more advanced and targeted your segmentation, the better the results!

Implementation of dynamic elements

Adding dynamic elements to emails will highly personalise the body of the email to the subscriber. Dynamic content can include live polls, first-name personalisation and device-based call to actions. All of which can ensure your emails are engaging and relevant. 

Device-based calls to action are another helpful and high-impact addition to emails. For example, depending on the device the subscriber opens the email on, they could receive “tap to shop” if opening on a mobile device and “shop now” on a desktop. A simple but effective way to further personalise your emails. 

Top tip
Polls are a great way to not only gather insightful information to use for personalisation but also can help to improve your click-through rate.