4 email customization tactics sure to get clicks


Email is a notoriously unstable channel. Something as simple as refine the line of object can be the difference between an opening rate of 8% or 80%.

Successful businesses earn on average $ 38 per dollar spent, the best of any marketing channel. But for every success story, half a dozen marketers are wondering why their campaigns have fallen flat.

Although email campaigns fail to all kinds of reasons, most of them boil down to one sin: irrelevance. In the economy of attention, single messaging just does not work. according to a study led by Monetate's personalization provider last year, four marketers who met their revenue goals had a documented personalization strategy; Only 8% of those who had not achieved their income goals had one.

Make them feel heard

With email volumes double-digit amount However, every year designing effective campaigns is no longer as simple as slapping a personalized greeting. Consumers want brands to feel appreciated and understood individually.

How can you do this for thousands of email subscribers? Try the following tactics:

1. Ask for their opinion.

What better way to become personal with the recipients than to give them a voice? After its subscribers exchanged a sales email after another, Ticketmaster tried something new. Three days before the Video Music Awards, he sent a live survey ask readers to vote for the winners in each of the major categories of the event. The results looked nothing like what Ticketmaster had ever seen: an open rate 182% higher than its average, a 0% churn rate and 80% of readers returning to email to vote a second time .

Although tools such as SurveyMonkey allow marketers to create their own surveys, these methods require readers to access a third-party website to vote, reducing their engagement. Email personalization services such as Mixmax allow brands to incorporate polls and call to action buttons, including multiple-choice questions and question-and-answer surveys, into their bodies. emails. This facilitates the response of recipients and also helps to create a relationship with prospects. The Three Day Rule Custom Matching Service discovered that sequences with built-in calls to action in the body freed up time for staff, allowing their matchmakers to work with 50% more customers.

2. Tell them a story.
Brands are happy to tell their story to customers, but they tend to leave out the most important character: the customer himself. Consider how EasyJet packed itsHow 20 years of flying, Sent on the occasion of the 20th anniversary of the brand, around the customer's own experience. The storyboard e-mail includes the first EasyJet flight for each customer, the total distance traveled, the number of countries visited, the frequency of seats in the windows, a travel suggestion, etc. According to EasyJet, the opening rate of the campaign was twice that of his typical information letters.

Customer data is essential for this type of campaign. Start by increasing your CRM with a customer data platform, which is a marketing-driven system that unifies customer data across multiple sources. Unlike most CRMs, CDPs update profiles in real time, absorb all kinds of data, and offer business-to-business access.

3. Recognize their loyalty.
"Happy Birthday" emails are fun, but they are worth a dozen dollars. Go even further in event emails by rewarding long-time readers. To celebrate the two-year subscription of a user, TheSkimm news service asked her if she wanted to become an ambassador for the brand. To receive the title, she had to share a link with 10 friends – an easy and effective task to create a brand that made her feel like she had won.

Birthday emails work not only for all subscribers, but also for all brands. Recipients do not need to enter additional data and companies can adjust the timeline according to the cycle of their products. All this tactics take is creative copy and planning around the price.

4. Warn them of the weather.
In the end, the weather is pretty much the only report relevant to everyone. Fortunately, this also applies to many companies. Poncho, the weather cat now gone, has built a whole business model on personalized weather emails.

While daily weather updates do not make sense for most brands, REI companies at John Deere can offer personalized value by warning subscribers when extreme weather conditions threaten their outdoor adventures or harvests. . Better still, marketers can use Zapier to integrate the weather and email marketing tools without writing a single line of code.

Dozens of factors influence the effectiveness of an email campaign, but most are related to one question: does the reader feel valued? From the subject line to the greeting, effective campaigns are built around this principle. Those who do not convert (assuming they are even open) and no amount of smart copy or mobile optimization can change that.

Brad Anderson

Brad Anderson

Editor-in-Chief at ReadWrite

Brad is the editor who oversees the content of ReadWrite.com. Previously, he worked as a publisher at PayPal and Crunchbase. You can reach him at Brad at readwrite.com.