Email plays a crucial role in communication between individuals and organizations. It can be used to sell a product, reach out to a potential customer, or stay in touch.. Crafting a well-structured email can make all the difference.
However, the one-size-fits-all email blast no longer works. With the overwhelming number of emails people receive daily, they are unlikely to engage with messages that feel automated. And this is exactly why email personalization is key. It feels more personal when an email is tailored to the recipient.
Email Personalization: How to Drive Better Engagement
It is a common misconception that simply inserting the recipient’s name makes an email feel personal, but this is far from true. True personalization is more than just a first name; it’s using the content, tone, and timing to cater to their needs and interests.
The difference between a good response and a bad response can come down to learning things on how to personalize email correctly because understanding their interests, preferences, or prior interactions. If someone recently purchased a product, the follow-up email should acknowledge this rather than sending a generic message.
Timing also matters. If a business sends out a promotional email too early or too late, the recipient could potentially write it off as “spam.” By leveraging data and focusing on quality, senders can craft emails that feel personally written for the recipient.
A Great Subject Line Matters
The subject line is the first thing a person sees when receiving an email. If the subject line doesn’t grab their attention, recipients may delete the email without opening it. A well-personalized subject line contains something that makes the email feel unique to the reader.
So instead of writing, “Check out our latest sale,” a company could write, “John, a special offer just for you!” Incorporating the recipient’s name, city, or a relevant keyword from past interactions increases the likelihood they’ll open the email. The best subject lines sound naturally conversational and friendly rather than forced or overly salesy.
How to Use the Right Tone and Language
A well-personalized email should feel like it’s coming from a person, not a bot. The tone should suit the relationship between sender and recipient. If it is a business email, its tone should be professional yet friendly. A casual message can be written in a relaxed tone.
For example, if a company is sending personalized email outreach to new customers, the tone and message of the email should be warm and welcoming. If they’re reaching out to someone they haven’t heard from in a while, a friendly reminder may be more effective. The key is to write as if a friend were speaking to you.
Injecting Content that Matters
No one wants to get emails that are completely irrelevant to their interests. The information in a personalized email should be relevant to the reader. This could include product recommendations based on past purchases, relevant news, or exclusive discounts tailored to their interests.
For example, if you have an online bookstore and you are sending a personalized email to a customer, you should recommend books in the niche they previously purchased. A fitness brand might send exercise suggestions based on a customer’s prior activity.
When recipients find the content relevant, they are more likely to engage with the email.
Organically Adding the Recipient’s Name
Using the recipient’s name in an email makes it feel more personalized, but it needs to be done naturally. The name should be used wherever it makes sense, instead of forcing it into every sentence.
For example, starting an email with ‘Hi Sarah,’ feels personal without seeming excessive. However, inserting “Sarah” into every paragraph can feel unnatural. The trick is to ensure that the reader feels acknowledged without overdoing it.
How to Make Emails Feel Like They Are One-on-One
Even if an email reaches thousands, it needs to feel like a personal email. The most effective approach is to write as if speaking directly to one person. Using words like “you” and “your” makes the email sound more conversational.
Instead of saying, “Our customers love this product,” say, “Based on past purchases, you may love this product.” This simple adjustment makes the email feel closer to an actual conversation.
Targeting the Audience for Enhanced Personalization
Audience segmentation is one of the best methods to personalize emails. This involves segmenting recipients into smaller groups based on factors like interests, location, or purchase behavior. This enables businesses to send highly targeted messages that resonate better.
For instance, if you are a clothing store, you can send different emails to customers who prefer casual clothing compared to those who buy formal wear. A restaurant could communicate different messages to individuals who order takeout versus those who dine in.
Since people are less likely to engage with generic messages, businesses can increase engagement by focusing on specific groups, ensuring that customers feel there is a personal touch to what they receive.
Leveraging Personalized Recommendations
Many companies implement email personalization to recommend products or services based on an individual’s previous actions. This is common among streaming services, online stores, and fitness apps.
For example, an app recommends shows based on a user’s previous watch history. Similarly, an online store might suggest products similar to a previous purchase. Such personalized suggestions make emails more useful and improve engagement opportunities.
Email Send Time Optimization
The timing of an email can also have a huge impact on whether or not it gets opened. Some messages will get lost in an inbox if they are sent at the wrong time. Businesses should track the best times to send personalized emails that make sense to the recipient.
For instance, a company targeting working professionals would send emails early in the morning or in the evening when professionals check their inboxes. A teen-facing brand may send emails in the afternoon or on weekends. Being mindful of timing increases the chances of a response.
Additional Personal Call-to-Action
A call-to-action (CTA) guides the recipient on what to do next. Avoid generic CTAs like ‘Click here’; instead, personalize them with context.
For example, an online store might say, “Mark, check out these new arrivals based on your style.” A gym might say, “Sarah, enroll today for a customized workout plan.” When a CTA feels diately, it may be useful tpersonal, recipients are more likely to take action.
How to Follow Up Without Being Annoying
If someone doesn’t respond right away, a well-timed follow-up can be helpful—without feeling like spam. A follow-up email should be a friendly reminder.
For instance, rather than saying, “Did you catch our last email?” a better way is, “Hey Alex, wanted to follow up and see if you had questions about our offer.” By sending a tailored follow-up, you ensure that engagement remains meaningful.
Conclusion
A well-personalized email makes the recipient feel as though the message was written just for them. Personalized email marketing boosts engagement by naturally incorporating names, delivering relevant content, and timing messages strategically. Companies that understand how to personalize email can reach customers and develop stronger relationships.
Great personalized email outreach is much more than simply inserting a person’s name into a message. It considers an individual recipient’s interests, habits, and preferences to make the email feel unique to them. Whether it’s sending promotional offers, recommendations, or friendly reminders, customizing emails boosts the likelihood of responses.
FAQs
- How do businesses gather correct data for email personalization?
Businesses can use sign-up forms, past purchases, surveys, and website activity to gather data that helps them understand customer preferences. - What is a major blunder that people make with personalized emails?
The biggest mistake is making emails feel too automated, which removes the personal and human touch. - How often should businesses send personalized emails?
Sending too many emails may lead to unsubscribes, while sending too few risks losing audience interest.
