How to Use Personalization to Improve Email Open Rate?
Table of Contents
1. Work on the Content
The old adage that states, “content is king”, isn’t just a saying. By adjusting your content in an email using dynamic content blocks, you’ll be able to adjust things such as subject lines in emails, preheader text and copy that truly speaks to the customer that you’re trying to reach.
- Use a recipient’s name in personalised emails.
- Change and adjust the subject line depending on where the customer is in the sales process.
- The more content that is aimed at the customer, the more likely they’ll be to read more of your newsletter.
Mentioning a customer by name can instantly get attention. After having done this, you can talk about something they may or may not have done depending on where they are in the lifecycle stage. Have they made the purchase yet? Is there still an item in their basket? Has a membership lapsed?
This will allow you to target something specific in your newsletter or email and give the customer more opportunity to click through and finalise a sale.
When Amazon sends you, an email saying that you haven’t quite finished checking out your basket or offers you something similar to a product you’ve just purchased, these aren’t by mistake. This is personalisation in action.
2. Special Offers Can Work Too
If your business model allows for it, offering clients and users discounts on certain items can also be a great way to action personalisation, but can also encourage customers to complete their purchase.
With specific customer data like birthdays, you can hand out promotions and special offers to promote recurring purchases at your e-commerce site. You can even incentivise customers to finish purchases by giving them a small discount if they check out soon within a certain time frame.
- Incentivise customers to come back by offering discounts for returning to your site and shopping again.
- Hand out ‘first time buyer’ discounts once you have collected a customer’s information who hasn’t yet made a purchase.
- Personalised offers based on anniversaries or special occasions can always bring users to your site.
For example, if your e-commerce model is subscription based and a user has recently cancelled their subscription, you can incentivise them to return by offering them a once-off discount on their first month back. To do this, you can mention the customer by name, express the sense of longing to have them return (after all, they are a valued customer), and then offer a discount based on them coming back to make a purchase.
3. Recommend Associated Products
Perhaps one of the better ways to encompass personalisation of newsletters is to recommend products that the user might need, based off of previous purchases. This may seem like something simple, but surprisingly, a lot of big e-commerce sites get this wrong.
You can make these recommendations based on:
- customer’s gender,
- customer’s behaviour,
- brand affiliation or
- social media likes.
If your customer has a history of purchasing shoes by Nike, you could recommend all the new Nike shoes that have come into stock recently, perhaps even since they last visited your site. Coupling that with some form of ‘return discount’ could guarantee you a purchase.
For someone who once purchased a kitchen mixer, baking goods can always be recommended to the same customer. Sure, they have that fancy mixer, but do they have the bowls that go with it? Are they prepared with silicone spatulas? Is there a chocolate thermometer to give them the perfect tempered chocolate?
- Work on products that are similar, but not the same if the product range allows for it.
- Display the same or similar brand types to ensure that customers know that you understand their shopping habits.
- Add in a discount with the personalisation and you could soon see that customer coming back or making their first purchase.
As long as you have the right software in place and are collecting the right information about your customer, you can use these tips to ensure that there is an increased open rate on emails and an increased click-through ratio. These kinds of tips for personalising newsletters and emails will be able to convert open baskets into sales.