The personal approach to a customer is an essential factor for success in email marketing. For this reason, we have compiled a checklist to help you personalize your newsletter.
You can optimize your newsletter with only a few simple tricks and generate higher opening and click-through rates. Let's get started:
Addressing Personally
- Experts claim that the recipient’s name is the most effective advertising word in all languages. The personal name is a so-called sign stimulus. Therefore the recipient should always be addressed personally. Choose the wording of the salutation carefully. Depending on your branch and target group, decide whether a simple "Hello Max!" makes more sense than "Dear Mr Mustermann". Personalization can be done not only in the salutation of the email, but also at the beginning or end of a paragraph.
- A personal sender also allows the recipient to engage in a dialogue with you. The customer thus has the opportunity to connect with a real person, which creates trust and is much more personal than a "no-reply address".
- The personalized subject line is another option. It functions as an eye-catcher and contributes to an higher opening rate of your newsletter. It is important that the subject line is kept short and concise so that it is entirely visible in the recipient's inbox. (Example: "Mrs. Müller, did you already know?")
- Personalizing images is also a good way to attract attention. Besides incorporating the name into images, you can also add the starting point of the receiver to maps, for example.
Adjust the Content and the Reason for Mailing
- It is advisable to segment recipients according to certain characteristics, such as gender, age, marital status, in order to ensure individual content.
- The frequency or the amount of newsletters should also be adjusted to the recipient. This information can be derived from the analyzed subscriber data and thus optimizes the distribution of mailings.
- As far as the content of the newsletter is concerned, it is not enough to occasionally insert the name of the recipient. You can also personalize entire text passages and offers to provide additional value for your customers.
- Especially personal occasions such as birthdays or anniversaries can be easily integrated.
Checklist:
- Insert recipient's name
- Select personal sender
- Use personalized subject line
- Use personalized imaging
- Segment attributes of the recipient
- Analyze frequency of opening rates
- Integrate personal occasions
Of course you do not have to include all aspects in one newsletter. For the best possible results, test out what works best for your target group.
Now it's up to you. Go ahead and create your personalized newsletter!
