Personalization is a very powerful weapon for email marketing. It can increase conversion rates and improve customer retention. In fact, 62.2% of customers are happy to reply to a brand’s emails provided the email is personalized.
Personalized email marketing helps you establish personal relationships with your target customers. It can also help you increase customer loyalty and your engagement rate. Personalized emails have helped 95% of companies decrease their unsubscribe rates and increase their open rates. To learn more about personalized email marketing, check out this infographic from PostFunnel.
Let’s take a look at some of the brands that have nailed personalized email marketing.
easyJet Airways celebrated their 20th year in a creative way. They decided to send a personalized email to each of their customers. The email content was tailored to highlight the travel history of each customer with easyJet in the past 20 years.
They made sure to make each story unique and specific to the particular customer. With the help of personalization, the airline managed to increase their email open rates by 100% when compared to their regular newsletter.
Amazon has mastered the skill of email personalization. They are one of the best when it comes to sending personalized product recommendations based on their users’ recent search histories. For example, let’s say you search for a “pumpkin mask.” Within the next few days, Amazon will send you a personalized email showing similar products to, “full face plastic pumpkin masks.”
Sephora is nailing it with their personalized email communications. Along with a customized subject line, they also use customized email content. As you can see the image below, the one customized sentence helps Sephora to be one step ahead of their competitors.
Adidas knows exactly how to reach out to their customers. They make sure to not send irrelevant email communications to their loyal customers. So they segment them based on gender and send out relevant product updates to their customers.
Clearly, to maximize the impact of your email marketing efforts, you need to leverage personalization.
Image courtesy: Post Funnel