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Personalized emails: 8 techniques for extra revenue

Hello, there user! Wouldn’t it have been better if the word ”user” was replaced by your actual first name? User feels really impersonal and generic to me. It’s a lot better to use personalized emails because research has shown that personalization has a big effect on open and click rates. A 2013 study from Experian shows that personalization increases open-rates by 26%.

This article will describe what personalized emails are and why you should use them. Furthermore, we will describe different types of personalized mail types you can use as inspiration for your mail campaigns and what kind of data you need. Finally, we will list some tools that you can use for this type of mailing.

What are personalized emails?

Personalized emails are similar to regular emails but have variables that are determined by a user’s personal data. This way the emails are more relevant to them. A very basic example is addressing a user by their first name. Another more advanced example would be based on a specific user segment. Imagine a mail being different for people that bought products from specific categories on an e-commerce website.

Why should you use personalized emails?

The main goal is to make the user feel like the mail is made especially for them. The content will be more relevant and therefore have a higher open and click-rate which will lead to more on-site conversions than just sending a standard mail that is the same for everyone. If you have a big enough audience you can increase your conversions and save time by automating the biggest part of your mailing process.


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What are the techniques for personalized emails?

Personalized emails technique #1: Abandoned cart

What would it look like?


Hello there Jeroen,

We noticed you left a product in your shopping cart without checking out.

Noise-canceling headphones
Personalized emails example 1

€40,-

50% DISCOUNT

€20,-


What kind of mail is this?

With this kind of mail, you are using the products a user left in their shopping cart as a basis for the mail. The idea here is to send this mail a couple of hours after this has happened to get the user back to the website and finish their transaction. 

This is a personalized email because you are addressing users by name and their preferred type of products. Abandoned cart emails are one of the best-personalized product offers because it’s something the user intended to buy. You could entice the customers even more with a discount on that specific product.

You need to make sure that the products are actually still in the shopping cart when the user clicks in your mail. The best way of doing this is by account because then you won’t have cross-device problems. 

Imagine someone adding products in their shopping cart on the desktop device and then getting the mail on their phone. The user probably won’t buy anything if they click the link in the email and land on an empty shopping cart. Discuss this with your developers to see if you can make it possible to implement an accountless cross-device experience. 

What kind of data do you need?

  • First name
  • Product ID in cart
  • Product name
  • Product price
  • Product discount percentage
  • Product old price
  • Product image

When do you send this mail?

  • Abandoned cart mail 2 hours after abandoning cart
  • First reminder if not opened after 24 hours
  • Second reminder if not opened after 24 hours

Personalized emails technique #2: Welcome

What would it look like?


Welcome, Jeroen

We’re glad you’re here. We’ll keep you in the loop with our latest news and articles when they are published.

Personalized emails example 2
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What kind of mail is this?

This kind of mail obviously depends on the type of business you are running, but the goal is to make a user feel welcome. 

You can personalize this kind of email by using names and offering a special offer based on their interests. You could for example show the latest articles based on what kind of articles the user reads. Another example would be a higher than usual discount on certain types of products that the user normally looks at.

What kind of data do you need?

  • Firstname
  • Interested categories
  • Recent articles

When do you send this mail?

You send these personalized emails a day later than the registration because then you can get them back on your website the next day and then the discount code won’t be used for their first transaction. This way your mail is also a lot less prone to misuse by shady users.

Personalized emails technique #3: Birthday

What would it look like?


Happy birthday, Jeroen

Personalized emails example 3

Just a little note to wish you a good birthday. As a gift, we have a discount code for 10% on your next order!

2SJDJSD7578JASJ

Have a day!

Kind regards,

GrowthPenguin


What kind of mail is this?

Pretty straight forward but extremely effective mail because it plays into a user’s special day. They are expecting to get special treatment and this is a really good reason to contact them and get them on your website.

What kind of data do you need?

  • Date of birth
  • Discount code
  • First name
  • Company

When do you send this mail?

You should send this mail on the user’s birthday and early in the morning so they have the whole day to open it. You can also send a reminder after a few days that they haven’t opened their gift yet.

Personalized emails technique #4: Previously bought

What would it look like?

Hello Jeroen,

One of the products you have bought in the past is discounted today!


Watch without a clock
Personalized emails example 4

€40,-

50% DISCOUNT

€20,-


What kind of mail is this?

With this kind of mail, you are using the person’s buying behavior to your advantage. By showing a product they have bought in the past that is now discounted they might be inclined to buy it again. This works best with products that you buy frequently because a customer probably won’t buy things like a television twice.

Make sure you are waiting at least 30 days after the sale has been done so the customer has time to use the product. Then you can make sure that you are sending this mail at the time the product might need replacing.

What kind of data do you need?

  • First name
  • Product bought in discount
  • Product name
  • Product image
  • Product discount percentage
  • Product old price
  • Product image

When do you send this mail?

You send this mail 30 days after purchase with products that need replacing! You could calculate the average time a product is used to get better timing your campaigns. This can be done at the average buying time for customers that have bought products twice.

Personalized emails technique #5: Product recommendation

What would it look like?


Hello Jeroen,

For our winter sale, we are selling a bunch of new clothes to be a little warmer!

Multi-colored sweaters
Personalized emails example 5

20,-

50% DISCOUNT

10,-


What kind of mail is this?

With this kind of mail, you are sending product recommendations based on someone’s interests. In the above example, we send someone a mail for selling sweaters because they have looked at and bought sweaters in the past. The customer will then be far more likely to buy a product in this mail because it will probably be more relevant to them. 

You could even base this on products a user has viewed and not bought. You need to make sure you place users in segments while visiting certain categories on your site. A customer data platform can help you with that. Check out my other guide about customer data platform to find the right one for you: Customer data platform: Centralizing your data – GrowthPenguin

What kind of data do you need?

  • User interested category
  • Product title
  • Product image
  • Product old price
  • Product discount percentage
  • Product price

When do you send this mail?

You can send this mail when these products launch on your website or when a product fit’s a particular season. The above example you could send at the start of winter.

Personalized emails technique #6: Question

What would it look like?


Hello Jeroen,

Welcome to our website! We hope you can find everything you need for you favorite pet!

Are you shopping for your cat or dog?

Personalized emails example 6

What kind of mail is this?

This is a different kind of welcome mail that asks people questions within a certain category that are more relevant to them.

In our example above we have a customer that is interested in articles about pets and thus we ask them the question if they are shopping for their dog or cat. When clicking on the answer they will go to the corresponding category for cat or dog products. 

This way of interacting with users by asking them a question has been proven to be very effective because it triggers a response to a relevant question.

You will need to change this question according to your website but giving a split choice usually works. You can also use this as a data-gathering tool about customers. Imagine putting users in segments based on their answers and showing content based on that.

What kind of data do you need?

  • Profile name
  • User interested categories
  • Questions

When do you send this mail?

You can send this mail after a customer has signed up for the newsletter via a specific website category or has bought products from that category.

Personalized emails technique #7: Category-based

What would it look like?


Hello Jeroen,

We have added 2 new products in your favorite categories:

Multi-colored sweaters
Personalized emails example 8.1

20,-

50% DISCOUNT

10,-

Green knitted sweater
Personalized emails example 8.2

20,-

50% DISCOUNT

10,-


What kind of mail is this?

This mail uses product launches to notify people that have bought similar items in relevant categories. Imagine someone always buying bike wheels and a new bike wheel has been added to your product line. This could trigger people to come back to your site to check it out and also gives new products a nice starting boost.

What kind of data do you need?

  • User interested category
  • 2 new products
  • Product titles
  • Product images
  • Product old prices
  • Product discount percentages
  • Product prices

When do you send this mail?

As soon as a new product is added by your category managers.

Personalized emails technique #8: Recap

What would it look like?


Hello Jeroen,

To celebrate you being a customer with us for 1 year we made this mail with your journey for you.

Personalized emails example 9
  • 500000 products have been sold after your first purchase
  • You have visited us 85 times
  • You have bought 15 times
  • You have gotten 1500 discount in total.

What kind of mail is this?

You need are sending a user an automated personalized infographic based on their data. The above example does not the requirements of an infographic. I found this very interesting to look at and jumped right back on their site.

What kind of data do you need?

  • User visits
  • User products bought
  • User products viewed
  • User preferred shopping time
  • User preferred category
  • User location
  • User birthday
  • User product reviews
  • User preferred device

This depends on the template of your mail and you should change it to your liking. Remember to make every info point visually appealing for the user. The goal of this mail is to visualize your relationship with your customer and increase customer retention by doing so.

When do you send this mail?

You can send this mail after users have been a customer for a year or longer. Another time could be new years at this is a moment where a lot of people look back at what they have done the last year.

What are email tools that support personalized emails?

Mailchimp

Personalized emails with Mailchimp

Mailchimp is an American marketing automation platform and email marketing service. The platform is the trading name of its operator, Rocket Science Group, an American company founded in 2001 by Ben Chestnut and Mark Armstrong, with Dan Kurzius joining at a later date.

Source: https://en.wikipedia.org/wiki/Mailchimp

Sendinblue

Personalized emails with Sendinblue

Sendinblue is a SaaS solution for relationship marketing. The company was founded in 2012 by Armand Thiberge and Kapil Sharma, and offers a cloud-based marketing communication software suite with email marketing, transactional email, marketing automation, customer relationship management, landing pages, Facebook ads, retargeting ads, SMS marketing, and more.

Source: https://en.wikipedia.org/wiki/Sendinblue

Freshworks

Personalized emails with Freshworks

Feature-packed product suite for businesses of all sizes. Refreshing cloud software your teams will love.

Source: https://www.freshworks.com

Mailerlite

Personalized emails with Mailerlite

Create advanced email marketing campaigns with features like automation, landing pages, and surveys.

Source: https://www.mailerlite.com/

Getresponse

Personalized emails with GetResponse

GetResponse is a comprehensive marketing software platform that helps you create content, boost sales, and increase traffic to your website. Integrated email marketing, autoresponders, and landing pages let you automate essential tasks and launch effective marketing campaigns. Advanced analytics make it easy to track conversions, leads, and ROI, and learn what your customers want. Customizable template scenarios do the work for you – no coding necessary.

Source: https://eu.getresponse.com/

Moosend

Personalized emails with Moosend

Moosend is a Marketing Service Provider, equipping you with features to step up your marketing game. With our platform, you can dive into the world of email marketing and create the most responsive newsletters to amaze your subscribers.

Source: https://moosend.com/

Constantcontact

Their modern, mobile-optimized templates and drag-and-drop editor make it easy to create, customize, and send professional emails that work for your industry—from retail to real estate to nonprofits—and engage your customers on every device. No coding or stress necessary.

Source: https://www.constantcontact.com/

AWeber 

Personalized emails with AWeber

AWeber is an email marketing service provider with over 100,000 small business clients worldwide. They help people keep in touch with the subscribers who have requested to be on their mailing list. 

Source: https://www.aweber.com/

Salesmate

Personalized emails with Sales

Organize your sales and increase your conversions with Salesmate CRM. It is a highly advanced sales CRM smartly designed to tackle the new age businesses and sales challenges. Salesmate gives you more control over your sales and helps you in building a long-term customer relationship. Send a series of timed emails or texts to your prospects so you never lose touch and close more deals by putting follow-ups on autopilot.

Conclusion

Personalized and automated e-mail marketing is an extremely effective tool for extra traffic on your website. I hope these examples have inspired you to use your mailing tool to its full potential or consider switching to a different tool. I would love to know what kind of marketing tool you are using right now! Leave your answer in the comments down below.

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