How To Personalize Each Email To Maximize Engagement

Samantha Anderl
6 min read
Dec 19, 2017
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Personalized email

It’s safe to say the goal of every marketer is this: connect with your customers in a way that promotes customer loyalty and increases sales.

In the digital marketing realm, there are several ways to reach out to customers, but studies continue to show that email marketing is the most effective digital marketing method, and it has the highest ROI.

So, that makes it simple, right? You’ll just send out a couple of emails to your subscribers each week and wait for the customers to come marching through the door.

Unfortunately, it doesn’t typically work out that way. While email marketing is one of the most popular marketing methods, and while there are plenty of tools to help facilitate successful email marketing, there is still a science to getting email marketing right.

This post will focus on one of the most important aspects of hitting the nail on the head when it comes to email marketing: personalization.

After all, 74% of marketers say targeted personalization increases customer engagement, and personalized email messages boost click-through rates by an average of 14%, and improve conversions by 10%.

Today, we’re sharing three steps for personalizing emails to maximize engagement from your subscribers.

Step #1: Create Your Personalization Strategy

When you think of personalization, the first thing that comes to mind may be including your subscriber’s name in the email. While this is definitely an integral part of personalization, it’s not the only part of personalization, or even the most important. As you create your personalization strategy, here are some unique ways you can personalize your content.

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Remember you can leverage consumer data to send personalized messages that resonate with your subscribers on several levels.

Step #2: Review each Part of your Email

Did you know that personalized emails deliver 6x higher transaction rates? If you’re looking for similar results, then it’s important to approach your email content with a fine-toothed comb. Here are some ways you can personalize each part of your email.

Your subscribers aren’t going to read a novel, so it’s up to you to write a grammatically correct, concise message, and only include the personalized points that speak to your target audience.

Step #3: Don’t Forget These Vital Steps

The last step to personalizing your emails involves being familiar with the capabilities of your email service provider, and using all the right tools to make personalization easier. Here are 6 final steps you should take before hitting “send.”

Each of these steps will help you create an engaging, eye–catching, and personal email that feels like it was written for each and every individual subscriber.

Personalize Emails and Watch the Results

Email marketing is the most proven and results–oriented digital marketing method. However, personalization involves much more than adding your subscriber’s name to a list.

Before you send out each email, take a look at the checklist above and follow each of the steps. You’ll be glad you did, especially when you start seeing positive results.

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