Email Marketing Personalization Boosts Engagement
The quickest and simplest way to personalize your email marketing is by using signature tokens to add your subscriber’s name to your email subject line. This simple technique can help your email marketing message stand out against all the generic subject lines sitting in your subscriber’s inbox. Personally, as I scroll through emails to delete large chunks of email messages, the subject line that includes my name will at least give me a reason to pause and look at it to see if I want to open it later.
Beyond the subject line, personalizing the first sentence (depending on your overall message layout) can help your message stand out in those email programs that utilize the message preview pane.
If you are capturing the prospect’s name and email address, we highly recommend this email marketing personalization approach to improve your open rate and your overall engagement. The technique is simple and can dramatically boost your open rates.
If you are collecting more information such as address information, preferences, order history, interactions, etc… you can take your targeting and segmentation several steps further.
Collecting address information lets you segment your list by location. This gives you more information that allows you to target your followup messages and promotions geographically.
Sending information that you already know your reader is interested in will dramatically improve your overall engagement (opens, clicks, and sales). The key here will be track your subscribers’ activity in terms of open rates, click-throughs, etc… If you integrate with your shopping cart via Zapier or API, you can segment your lists even further by knowing what they purchased and offering accessories and relevant add-ons.
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