By Sean Tinney<\/a> August 21, 2024<\/span><\/h4>\nDaniel Pink tells a story in his book \u201cDrive<\/a>\u201d about a university struggling to collect donations for a food drive. Researchers had the notion that adding context to make the ask feel more for an individual, and not just blanket marketing, they\u2019d see a better response.<\/p>\nSo they decided to run a test with their outreach emails. They\u00a0split tested<\/a>\u00a0two versions of their message:<\/p>\n\n- Half of the students got a generic email about the food drive.<\/li>\n
- The other half got a personally addressed message with details about their closest donation drop offs. They also got a followup call.<\/li>\n<\/ul>\n
What happened (you can probably guess)?<\/p>\n
Donations went up.\u00a0Way up.<\/strong><\/p>\nBefore the test, researchers evaluated whether students had a high, or low likelihood of donating. The personalized emails saw an increase from folks who were likely to donate and\u00a0even greater growth<\/strong><\/em>\u00a0in the group of people who they were assuming wouldn\u2019t donate.
\u00a0<\/p>\n![\"chart](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/05\/email-personalization-1.png\"\/)
![\"chart](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/05\/email-personalization-1.png\")
<\/figure>\nYes, you\u2019re reading that right. The personalized, contextually relevant email got more donations from people researchers weren\u2019t expecting to donate than the generic email got from the most likely donors.<\/p>\n
Personalization works. Let\u2019s talk about how to do it right.<\/p>\n
Personalization is more than just a name<\/h2>\n
When people talk about personalization in email, the example they give is often<\/p>\n
\n\u201cHi [FIRST NAME],\u201d<\/p>\n<\/blockquote>\n
That\u2019s a good start and if you do nothing else do that because it\u2019s so easy.<\/p>\n
But don\u2019t stop there. There\u2019s so much more you can do with simple personalization.<\/p>\n
\n- Reference the site or community they signed up from in your welcome message if you\u2019re working with partners to build your audience.<\/li>\n
- Include information that is relevant to someone\u2019s location, like nearby stores or news that is relevant to different regions.<\/li>\n
- Send people similar content to what they\u2019ve clicked through to in the past(you can tag people based on the links they click in\u00a0broadcasts<\/a>\u00a0and\u00a0automated campaigns<\/a>).<\/li>\n
- Recommend products based on what they\u2019ve purchased in the past.<\/li>\n
- Ask people their goals or interests when they sign up. Then reference those goals or interests in welcome series and newsletters.<\/li>\n<\/ul>\n
Benefits of email personalization<\/strong><\/h2>\nBy personalizing your emails so they solve your subscribers\u2019 unique problems, you provide immediate value. And the sooner you can do that, the sooner your subscribers will understand what you bring to the table.<\/p>\n
Increased engagement<\/strong><\/h3>\nPersonalized emails are more likely to be opened and read. By addressing the specific interests and needs of your subscribers, you can craft messages that capture their attention and prompt them to take action. This leads to higher open rates, click-through rates, and overall engagement with your content.<\/p>\n
Higher conversion rates<\/strong><\/h3>\nWhen your emails provide relevant value to your subscribers, they\u2019re more likely to convert into customers. Personalized offers, product recommendations, and targeted content can dramatically increase the chances of a sale. According to research<\/a>, 80% of consumers are more likely to make a purchase when the offer is personalized to them.<\/p>\nImproved customer retention<\/strong><\/h3>\nPersonalization helps in building stronger relationships with your customers. By consistently delivering relevant content, you can keep your audience engaged and interested in what you have to offer. This leads to higher customer satisfaction and loyalty, reducing churn rates and increasing lifetime value.<\/p>\n
Better customer experience<\/strong><\/h3>\nPersonalized emails enhance the overall customer experience. When subscribers receive emails that are tailored to their preferences and behaviors, they feel valued and understood. This positive experience can set your brand apart from the competition and foster long-term loyalty.<\/p>\n
Enhanced brand perception<\/strong><\/h3>\nBy showing that you understand and care about your subscribers, you can improve the perception of your brand. Personalized emails demonstrate that you are attentive to their needs and preferences, which can lead to a stronger emotional connection with your audience.First, let\u2019s talk about why you should be personalizing your email marketing efforts.\u00a0<\/p>\n
Where to gather information for personalization<\/strong><\/h2>\nJust like any relationship<\/a>, the best ones are established when you get to know one another. As you learn more about the people signing up to your email list, you can target them with the right kind of content to build your relationship.<\/p>\nTo help you personalize your emails for your audience and start seeing stronger results, let\u2019s take a look at how you can gather the information you need to begin personalizing.<\/p>\n
On your sign up form<\/h3>\n
To effectively personalize your emails, you need to collect information about your subscribers. Since your sign up form<\/a> is often the first step a subscriber takes before joining your email list, it\u2019s a great opportunity to get started.<\/p>\nIf you want to send targeted emails that include a subscriber\u2019s first name, confirm you\u2019re collecting first names in the sign up form. Or adjust your form to include a first name field, like this sign up form for Fable & Folly\u2019s podcast updates.<\/p>\n![\"Sign](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image.png\"\/)
![\"Sign](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image.png\")
<\/figure>\nIn addition to asking for name and email, you can include custom fields that require subscribers to provide more information about themselves, such as the city where they live or type of content they prefer.<\/p>\n
Try to avoid asking for too much information up front. Including too many fields can be overwhelming for your potential subscribers. Don\u2019t create a barrier that could prevent them from joining your list.<\/p>\n
If you do include more than just name and email address, emphasize the value of your emails. Explain what kind of targeted content they can expect.<\/p>\n
Here\u2019s an example:<\/h4>\n
Let\u2019s say you write content for a diet food blog and you want to send targeted content based on a subscriber\u2019s dietary needs. Setting up a form with selections for the type of diet they\u2019re most interested in will make it much easier to identify and send relevant information to your subscribers.<\/p>\n![\"Sign](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-1.png\"\/)
![\"Sign](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-1.png\")
<\/figure>\nThrough a customer survey<\/h3>\n
If you need information about your subscribers that are already on your list, you can try to gather that information through a survey.<\/p>\n
But keep in mind that on average only 30% of your subscribers will respond to your survey<\/a>. So while a survey is a great way to learn more about your audience, everyone on your list won\u2019t respond so keep your expectations in check.<\/p>\n![\"Pie](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-2.png\"\/)
![\"Pie](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-2.png\")
<\/figure>\nHowever, when you reach out to your customers directly, you not only get valuable feedback in return, you also show them you care about how they are doing.<\/p>\n
As you hear from your audience, you can use your survey insight as you craft your next emails.<\/p>\n![\"Email](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-6.jpg\"\/)
![\"Email](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-6.jpg\")
<\/figure>\nInteractions with your emails<\/h3>\n
You can add a tag<\/a> when a subscriber clicks a link in your email to more easily categorize them into groups (or segments).\u00a0<\/p>\nFor example, at the bottom of AWeber\u2019s weekly newsletter, we include our most recent blog posts. Based on what someone clicks, I learn what they\u2019re interested in.\u00a0<\/p>\n
Now I create email content specifically for that segment of customers. In the example below one group may want more content on artificial intelligence, another on optimizing subject lines, and the third on growing their email list.<\/p>\n![\"Example](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-4.png\"\/)
![\"Example](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-4.png\")
<\/figure>\nInteractions with your website<\/h3>\n
Use the pages visited or links clicked on your website to gauge what they may be interested in.\u00a0<\/p>\n
To be able to properly track page visits a cookie is required. To receive this cookie, a subscriber will need to first visit the website through a link in the email. Once a subscriber has received this cookie, an email provider can track a page visit regardless of where a subscriber came from.\u00a0<\/p>\n
To allow tracking of your customer\u2019s interactions on your website, you\u2019ll need to add a piece of code to your site<\/a>.\u00a0<\/p>\n
So they decided to run a test with their outreach emails. They\u00a0split tested<\/a>\u00a0two versions of their message:<\/p>\n What happened (you can probably guess)?<\/p>\n Donations went up.\u00a0Way up.<\/strong><\/p>\n Before the test, researchers evaluated whether students had a high, or low likelihood of donating. The personalized emails saw an increase from folks who were likely to donate and\u00a0even greater growth<\/strong><\/em>\u00a0in the group of people who they were assuming wouldn\u2019t donate. Yes, you\u2019re reading that right. The personalized, contextually relevant email got more donations from people researchers weren\u2019t expecting to donate than the generic email got from the most likely donors.<\/p>\n Personalization works. Let\u2019s talk about how to do it right.<\/p>\n When people talk about personalization in email, the example they give is often<\/p>\n \u201cHi [FIRST NAME],\u201d<\/p>\n<\/blockquote>\n That\u2019s a good start and if you do nothing else do that because it\u2019s so easy.<\/p>\n But don\u2019t stop there. There\u2019s so much more you can do with simple personalization.<\/p>\n By personalizing your emails so they solve your subscribers\u2019 unique problems, you provide immediate value. And the sooner you can do that, the sooner your subscribers will understand what you bring to the table.<\/p>\n Personalized emails are more likely to be opened and read. By addressing the specific interests and needs of your subscribers, you can craft messages that capture their attention and prompt them to take action. This leads to higher open rates, click-through rates, and overall engagement with your content.<\/p>\n When your emails provide relevant value to your subscribers, they\u2019re more likely to convert into customers. Personalized offers, product recommendations, and targeted content can dramatically increase the chances of a sale. According to research<\/a>, 80% of consumers are more likely to make a purchase when the offer is personalized to them.<\/p>\n Personalization helps in building stronger relationships with your customers. By consistently delivering relevant content, you can keep your audience engaged and interested in what you have to offer. This leads to higher customer satisfaction and loyalty, reducing churn rates and increasing lifetime value.<\/p>\n Personalized emails enhance the overall customer experience. When subscribers receive emails that are tailored to their preferences and behaviors, they feel valued and understood. This positive experience can set your brand apart from the competition and foster long-term loyalty.<\/p>\n By showing that you understand and care about your subscribers, you can improve the perception of your brand. Personalized emails demonstrate that you are attentive to their needs and preferences, which can lead to a stronger emotional connection with your audience.First, let\u2019s talk about why you should be personalizing your email marketing efforts.\u00a0<\/p>\n Just like any relationship<\/a>, the best ones are established when you get to know one another. As you learn more about the people signing up to your email list, you can target them with the right kind of content to build your relationship.<\/p>\n To help you personalize your emails for your audience and start seeing stronger results, let\u2019s take a look at how you can gather the information you need to begin personalizing.<\/p>\n To effectively personalize your emails, you need to collect information about your subscribers. Since your sign up form<\/a> is often the first step a subscriber takes before joining your email list, it\u2019s a great opportunity to get started.<\/p>\n If you want to send targeted emails that include a subscriber\u2019s first name, confirm you\u2019re collecting first names in the sign up form. Or adjust your form to include a first name field, like this sign up form for Fable & Folly\u2019s podcast updates.<\/p>\n In addition to asking for name and email, you can include custom fields that require subscribers to provide more information about themselves, such as the city where they live or type of content they prefer.<\/p>\n Try to avoid asking for too much information up front. Including too many fields can be overwhelming for your potential subscribers. Don\u2019t create a barrier that could prevent them from joining your list.<\/p>\n If you do include more than just name and email address, emphasize the value of your emails. Explain what kind of targeted content they can expect.<\/p>\n Let\u2019s say you write content for a diet food blog and you want to send targeted content based on a subscriber\u2019s dietary needs. Setting up a form with selections for the type of diet they\u2019re most interested in will make it much easier to identify and send relevant information to your subscribers.<\/p>\n If you need information about your subscribers that are already on your list, you can try to gather that information through a survey.<\/p>\n But keep in mind that on average only 30% of your subscribers will respond to your survey<\/a>. So while a survey is a great way to learn more about your audience, everyone on your list won\u2019t respond so keep your expectations in check.<\/p>\n However, when you reach out to your customers directly, you not only get valuable feedback in return, you also show them you care about how they are doing.<\/p>\n As you hear from your audience, you can use your survey insight as you craft your next emails.<\/p>\n You can add a tag<\/a> when a subscriber clicks a link in your email to more easily categorize them into groups (or segments).\u00a0<\/p>\n For example, at the bottom of AWeber\u2019s weekly newsletter, we include our most recent blog posts. Based on what someone clicks, I learn what they\u2019re interested in.\u00a0<\/p>\n Now I create email content specifically for that segment of customers. In the example below one group may want more content on artificial intelligence, another on optimizing subject lines, and the third on growing their email list.<\/p>\n Use the pages visited or links clicked on your website to gauge what they may be interested in.\u00a0<\/p>\n To be able to properly track page visits a cookie is required. To receive this cookie, a subscriber will need to first visit the website through a link in the email. Once a subscriber has received this cookie, an email provider can track a page visit regardless of where a subscriber came from.\u00a0<\/p>\n To allow tracking of your customer\u2019s interactions on your website, you\u2019ll need to add a piece of code to your site<\/a>.\u00a0<\/p>\n\n
\u00a0<\/p>\n<\/figure>\nPersonalization is more than just a name<\/h2>\n
\n
\n
Benefits of email personalization<\/strong><\/h2>\n
Increased engagement<\/strong><\/h3>\n
Higher conversion rates<\/strong><\/h3>\n
Improved customer retention<\/strong><\/h3>\n
Better customer experience<\/strong><\/h3>\n
Enhanced brand perception<\/strong><\/h3>\n
Where to gather information for personalization<\/strong><\/h2>\n
On your sign up form<\/h3>\n
<\/figure>\nHere\u2019s an example:<\/h4>\n
<\/figure>\nThrough a customer survey<\/h3>\n
<\/figure>\n<\/figure>\nInteractions with your emails<\/h3>\n
<\/figure>\nInteractions with your website<\/h3>\n
![\"An](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-8-1024x1009.jpg\"\/)
![\"An](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-8-1024x1009.jpg\")
<\/figure>\n![\"Personalized](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-5.jpg\"\/)
![\"Personalized](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-5.jpg\")
<\/figure>\n![\"Personalized](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-7.jpg\"\/)
![\"Personalized](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-7.jpg\")
<\/figure>\n![\"Personalized](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-3.png\"\/)
![\"Personalized](\"https:\/\/blog.aweber.com\/wp-content\/uploads\/2023\/04\/image-3.png\")
<\/figure>\n