Personalized Email Marketing – 6 Benefits for Marketing Campaigns

Personalized email marketing is a powerful way to drive better outcomes from your campaigns.

In the past, email marketing was often a one-size-fits-all approach with mass messaging. Now, email marketing focuses more on:

• Relevant content
• Segmentation
• Personalization

These changes ensures the right message reaches the right person at the right time. As a result, you chances of converting email subscribers into customers drastically increases.

What is personalization?

Personalization means crafting your marketing messages specifically for an individual. This is based on available information like:

• Purchase history
• Interests
• Browsing history
• Demographics

It can be as simple as using a customer’s first name in an email:

Subject: Hi Christy, thanks for your purchase today!

The goal of personalization is to make your target audience feel like you’re speaking directly to them through your content, website experience, and more.

The Role of segmentation in email marketing

Segmentation is the process of dividing your email subscribers into smaller groups based on shared characteristics such as interests, behavior, or demographics.

By segmenting your audience, you can send more relevant content to each group, enhancing the effectiveness of your personalization efforts.

For example, you might create separate email lists for customers interested in different product categories. This allows you to tailor your messages and offers to match their specific preferences.

Six ways personalized email marketing can benefit your marketing campaigns

Personalization is a powerful marketing strategy. It does take some effort but it is worth it.

To motivate you to personalize your email marketing campaigns, here are six ways personalized email marketing can benefit your marketing campaigns.

1. Personalized email marketing increases your credibility with consumers

Consumers are more likely to do business with brands they trust. By sending valuable and relevant content to your email subscribers, you show that your brand is thoughtful and attentive to their needs.

Generic mass emails with cookie-cutter messaging often get ignored. Mass marketing emails prevent potential customers from feeling seen. By addressing subscribers by their first names, curating content that matters to them, and respecting their preferences, you demonstrate professionalism. This helps build trusting relationships and sets you apart from the competition.

Respecting your subscribers’ preferences—such as how often they want to receive emails or what type of content they’re interested in—shows that you value their time and interests. This respect fosters trust and credibility.

2. Personalized email campaigns is a cost-effective way to market your product or service

Apart from investing in an effective email marketing platform like DailyStory, which helps you design, schedule, segment, and personalize your emails, personalization itself doesn’t add extra costs.

Your main investment is the time and thought required to use personalization effectively in your email campaigns.

An email marketing platform plays a crucial role here. It provides the tools you need for segmentation, automation, and personalization, making it easier to manage and optimize your campaigns. Make sure to choose a platform that gives you the tools needed to segment and personalize your emails.

3. Personalized email campaigns often results in an increase in email open rates

It’s common for consumers to delete promotional emails without opening them. Services like Gmail often filter promotional emails into a “Promotions” folder, similar to how spam gets filtered out. Email filtering systems create an extra hurdle to getting your email opened.

Including a first name in your email subject line can help. It has been shown that emails with personalized subject lines are about 26% more likely to be opened.

Beyond using a first name, offering information about what’s inside the email can entice recipients.

For example, highlighting product recommendations based on a customer’s browsing history shows you’re tuned into their interests.

Segmenting your audience allows you to create subject lines that are more relevant to each group. This increases the chances that your email will catch their attention.

This approach can help increase your email open rates.

If you are wondering how to write subject lines that produce results, check out our article: 12 tips for email subject lines that won’t get ignored.

4. Email personalization boosts email click-through rates

Personalized emails can see about a 139% increase in click-through rates.

Achieving this level of engagement requires accurate content and product recommendations within the email body. This is where personalization and segmentation shine.

By pairing content that interests your recipient with personal touches like using their first name, you can compel them to click on the call-to-action link in your email.

For e-commerce retailers, this could mean showcasing products similar to what a customer has previously viewed or purchased. By analyzing their browsing history and purchase patterns, you can recommend products they’re more likely to be interested in.

This strategy will help increase your email click-through rate.

5. Personalized emails can drastically improve your conversion rates

Personalization helps your emails stand out because you’re building a connection with your customers based on a clear understanding of them—their preferences and interests.

For instance, if an e-commerce retailer emails a subscriber interested in form-fitting clothes about new skinny jeans with an included discount, it reflects that subscriber’s interests and provides an incentive to act now.

Segmenting your audience allows you to send tailored offers to specific groups. First-time buyers might receive a welcome discount, while repeat customers could get early access to new products.

Keep in mind that repeat customers are more likely to continue shopping, while converting first-time buyers can be more challenging. Personalized content helps nurture these relationships and encourages conversions with both groups.

For more strategies, check out our 16 tips to boost your sales conversion rate.

6. Personalized email campaigns result in a better return on investment

In digital marketing, much of your strategy comes down to return on investment (ROI). If a tactic or channel isn’t bringing in more revenue than it costs, it’s not sustainable.

Personalized email marketing is said to generate a median ROI of about 122%. Email marketing itself is a fairly low-cost digital marketing channel. With the right email marketing platform like DailyStory, you can unlock the power of personalization at a reasonable cost.

By using segmentation and personalization, you can improve your campaign performance, leading to higher conversion rates and, ultimately, a better ROI.

Personalization in the broader digital marketing context

While we’ve focused on email marketing, personalization plays a significant role in digital marketing as a whole. Whether it’s personalized ads, content recommendations on your website, or tailored social media interactions, personalization helps create a cohesive and engaging experience for your audience.

By integrating personalization across all your digital marketing channels, you can reinforce your brand’s connection with customers and improve overall engagement.

Check out the eight benefits of personalization for digital marketing to explore how you can apply these strategies beyond email.

In Conclusion

Combining email marketing with personalization and segmentation can elevate your strategy and success rate. Show your email subscribers that they matter by providing personalized content they’re likely to engage with.

Remember, respecting your subscribers’ preferences and interests is key. With the right tools and approach, you can build trust, increase engagement, and achieve better results from your personalized email marketing campaigns.

Personalized email marketing is an effective way to drive better results from your efforts.