Personalization of mailings: what it is and how to use it

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We live in an era of personalization: marketers have a huge amount of data at hand, but they do not always realize their potential. According to Digiday and Jeeng 78% of marketers use personalization in email marketing. But of these, only 51% personalize the main text, in addition to the line with the topic.In this article, we will delise into the concept of personalized emails, consider the elements that can be personalized, and tell you why this is a really effective tool.ContentWhat is a personalized letterWhat to Personalize in an EmailWhy Personalize LettersHow to Personalize Mailings: Simple StepsConclusionWhat is a personalized letterPersonalization is the sending of emails that match the interests and needs of each individual subscriber. It's not just an appeal to him by name. This is the creation of letters that are based on its purchase history, behavior on the Internet and other

data.If you listen to music in Spotify, then an example of such a mailing list is a letter sent by the platform at the end of each year.ScreenshotSpotify Wrapped since the end of the yearPersonalization of your letters does not have to be so detailed. You can send something simple: for shopify website design  example, a letter about an abandoned basket. It personalized only two parts of the letter - the user's name and its products, but it is still an effective move.About how we have customizable chain of abandoned basket for the client and received excellent results, read the cue: Plus 6-11% of the online store revenue due to letters about the abandoned cartWhat to Personalize in an EmailThe subject of the letter. The theme is the first impression that makes your letter to the recipient. In the topic you should specify the name of the recipient, his interests or the recent interaction with your brand. This detail will significantly increase the likelihood that your letter will be open.Pre-decer. This is a fragment of the text that appears next to the theme line in the Inbox folder. It serves as a continuation of the topic or a brief introduction to the contents of the letter.Content of



the letter. Of course, here you can also specify the name of the recipient. But do not miss the opportunity to adapt the message to its interests and use dynamic content to demonstrate relevant products, services or articles based on its behavior.Images and videos. For example, showing the goods that the user recently clicked on.Offers. If you create personalized emails, then you must also create personalized offers. Discounts, exclusive offers or personal recommendations on products are incredibly effective ways to encourage the user to action.Time of sending. It is not only the content of the letter that can be personalized. You can also make a mailing schedule to personalize the time of sending the email depending on how the user interacted with you in the past or in which time zone.