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How To Personalize Email Marketing To Generate More Leads

By Darren Pierce on Aug 12, 2014 6:00:00 AM

In a crowded marketplace, web personalization has become an effective way to grab attention. If you’re interested in developing an email personalization strategy, this post is perfect because it discusses how you can use email personalize email marketing to generate more leads.

1) Gather Data

You can’t even begin to personalize emails without getting to know your customers inside and out. This starts with gathering the right kind of data.

Demographic data is important.

  • Gender
  • Geography
  • Birthday
  • Interests
  • Income

Behavioral data like a customer’s last purchase date, average order value, and purchase frequency is also useful info that you can use for better personalization.

Keeping and maintaining your data takes manpower, but doing it well will produce the best results.

2) Populate Default Values To Fill Data Holes

Chances are, even the most “complete” data records are probably missing some information, making default values really important.

Using default values like “Dear Customer” can save you from looking foolish if a customer doesn’t provide a full name or if he or she accidentally mistyped a letter. You don’t want that error showing up in your emails, even if it was the customer’s fault in the first place.

Default values are a good safety net because no data record is perfect.

3) Include Imagery

You don’t have to limit your personalization to just text. You can include personalized, visual images that are relevant to your customers’ demographic and behavioral data too.

The Internet is becoming more and more visual because marketers know that images grab attention. Personalized images tailored to a consumer’s needs are even more polarizing than just a personal shout-out in the first paragraph.

4) Know The Risks

Email personalization is risky, and there is some room for error. One personalization mistake can make a lasting impression, and these days, don’t be surprised if you find that mistake plastered all over social media.

With that said, nearly 9 in 10 consumers say that email personalization has an impact on their purchasing decisions.

Be careful and meticulous when personalizing emails so you reap the benefits and avoid embarrassment.

Email personalization starts with data collection and it ends with providing a memorable user experience.

Are you using email personalization? How is it working for you?

Written by Darren Pierce

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