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A Step-by-Step Guide to Personalizing Your Email Campaigns
Inna Sabada
by Inna Sabada
A Step-by-Step Guide to Personalizing Your Email Campaigns

Mastering Email Marketing: A Comprehensive Step-by-Step Guide to Personalizing and Optimizing Your Email Campaigns for Better Engagement


The key to creating successful email campaigns lies in personalization. Whether it’s small tweaks like segmenting your audience or larger changes, such as including personalized content, taking the time to craft a tailored message will help you stand out from the competition and ensure conversions. 


In this post, we’ll be breaking down how to create a customized email campaign for success with step-by-step instructions – so read on and take notes!



What is email personalization?


Personalization of email newsletters is the creation of letters that take into account the personal data of recipients, their preferences, interests, place of residence, and other factors. Such mailings are more effective - studies by Campaign Monitor have shown that they bring on average 18 times more revenue than letters without segmentation.


Individual appeal to the client improves statistics and significantly increases the effectiveness of email newsletters.


It is possible to use the personalization of each letter in the process of mass e-mail distribution, regardless of the number of recipients, and - most importantly! - not difficult. This feature is built into the program you use to send emails.


For example, Warmy provides the ability to personalize letters on several levels: data insertion, text substitution, random text insertion, and random word insertion.


To insert specific data (first name, last name, position, e-mail address, company name, etc.), this information must be present in the uploaded mailing file. Technically, in the text of the letter, you just need to insert a short macro once, for example, “name”. And the program will automatically substitute the next recipient's name in each new letter. Thus, your time and efforts are saved.


Using different levels of message personalization not only gives you a "personal contact" with the client but also makes each of your mailing lists unique. This is necessary to pass spam filters and deliver the letter directly to the inbox. Even if you are sure that your mailing does not contain spam, do not lose sight of the personalization of the message, as an additional guarantor of delivery.


Focusing on customers, you should not perceive them as a homogeneous faceless mass. Each person - your client - is an individual, with his own, important for him, problems. By personalizing letters, you give the client confidence that he is not communicating with a soulless computer, but with an employee of your company, a living person. And that the problems of the client for your employee are in the first place.


Based on this point of view, when a person feels that his problems are shared and perceived as a priority, you can always count on the loyalty and trust of your customers.


Go beyond one-time personalization. When sending a letter to your company, the client expects a personal response and satisfaction with his request. Standard emails are just disappointing. Therefore, even when compiling letter templates, remember the individuality of each person.



Email Personalization Best Practices


To create a successful email personalization strategy, following some best practices can help you achieve your goals. Firstly, it's essential to collect the right data. The data you obtain should be relevant to your email's goals and objectives. This implies identifying what aspects of data align with your email campaign's purpose.


Collecting data that is irrelevant to the objective of the email campaign can dilute the message, causing customers to disregard or delete it. It is crucial to prioritize data quality and accuracy over the quantity collected. Proper data quality and accuracy ensure that the message resonates with customers and generates high engagement.


It's also crucial to keep your email messages relevant to your audience. The primary focus needs to be on delivering content that is valuable to your target customers. This can involve creating content that is personalized to their preferences and interests.


For effective email personalization, it's necessary to segment your email lists. Segmentation entails grouping subscribers based on specific criteria-like demographics, buying habits, or interests. This allows you to tailor your email messages to meet the unique needs and preferences of your audience.


Another best practice is to use location-based targeting. With location-based targeting, you can target customers based on their location, offering personalized content specific to their location, driving engagement.


Finally, using AI and machine learning in your email personalization strategy can be effective in generating high engagement rates. AI algorithms and machine learning enable you to analyze data and provide personalized recommendations and product suggestions to subscribers.



10 of the Best Personalized Email Examples



1. Spotify: "Your Weekly Playlist Is Here" - This email from Spotify includes the recipient's name and a personalized playlist based on their music preferences, driving engagement and encouraging continued use of the platform.


2. Netflix: "We've Added Something to Your Queue" - Netflix sends personalized emails that recommend movies and TV shows based on the recipient's viewing history and preferences.


3. Amazon: "Recommended for You" - Amazon's personalized recommendation emails suggest products based on the recipient's purchase history and browsing behavior, driving sales and increasing customer loyalty.


4. Airbnb: "Explore [Destination] with Our Top Local Hosts" - This email from Airbnb suggests personalized travel experiences based on the recipient's past bookings and interests, creating a personalized and enticing offer.


5. Grammarly: "You're a Writing Machine!" - Grammarly's personalized emails provide feedback on the recipient's writing skills and offer personalized suggestions for improvement.


6. LinkedIn: "Jobs You May Be Interested In" - LinkedIn's personalized job recommendation emails suggest jobs based on the recipient's skills and job history, increasing engagement and helping users find relevant opportunities.


7. Sephora: "Happy Birthday, [Name]!" - Sephora sends personalized birthday emails that offer discounts and special promotions, increasing customer loyalty and driving sales.


8. Headspace: "You're Crushing It, [Name]!" - Headspace's personalized emails provide feedback and encouragement based on the recipient's meditation history, increasing engagement and encouraging continued use of the app.


9. Birchbox: "Your Monthly Beauty Box Is Here!" - Birchbox's personalized emails offer customized beauty recommendations based on the recipient's beauty profile and preferences, driving sales and increasing customer loyalty.


10. Expedia: "Last Minute Deals to [Destination]" - Expedia's personalized emails suggest last-minute travel deals based on the recipient's past bookings and preferences, creating a personalized and enticing offer.



🔹 By following the steps outlined in this guide, personalizing your email campaigns can add a more human touch to your communication flow and help drive better results for your business.


Emails that are personalized demonstrate that you’re willing to go the extra step and pay attention to detail. It also helps create a sense of trust with customers by showing them you care about their individual needs. 


Using personalized emails to communicate with your customers or prospects is an effective way to build stronger relationships, increase conversions, stand out from the crowd, and win repeat business with ease. Start taking strides toward personalizing your email campaigns today – you won’t regret it!



📜 Related article:

◾ Emails Go to 'Spam': How to Act

◾ Types of emails.

◾ What is email marketing?