Why Personalization Matters For Email Marketing

Email marketing is one of the most economical and efficient marketing methods you can use to interact with your potential and existing customers. This marketing method, which offers high return rates when executed with the right strategy, is widely preferred by product and service providers.

One of the indispensables of an effective email marketing campaign is personalization. For non-personalized emails, getting lost in inboxes and spam folders is an inevitable ending, and these emails can also waste your marketing budgets and efforts.

So why is personalization so important for email marketing? How can you personalize your email campaigns? In today’s article, we will focus on these 2 questions.

Let’s start!

Why is personalization so important in email marketing?

We have talked many times before about how valuable email marketing is to service and product providers. As well as being one of the most effortless marketing methods, email marketing is also known for its high ROI rate.

So much so that, every $1 spent on email marketing has an average return of $42. This briefly explains why it is widely preferred by marketers.

However, some marketers ignore a key element when running their email marketing campaigns: personalization.

If you want to get the results you want from your campaigns, you should definitely pay attention to personalization. Why?

Because the open rates of email campaigns with personalized subject lines are 26% higher. In addition, emails with personalized content help buyers feel special and read your message more carefully. As a result of this, personalized emails offer 6 times more transaction rates.

So what happens if you don’t personalize your content? Mails that are not personalized will most likely not help you to reach your marketing goals. Recipients can see at a glance whether the emails are unique to them or whether a non-personal mass mailing has been sent to themselves. And this may result in your mails getting lost in the inbox or bin folders.

And it doesn’t stop there. If you leave a negative impression on the recipients, they probably won’t display your future emails.

How To Personalize Your Emails

Many email marketing services allow you to personalize your campaigns. Using these services, you can specify some variables in your mail contents like name, surname, birth date, country, city, membership start and end dates, personal preferences etc. 

For example, if you know the birth dates of your members, you can send automated celebration emails by addressing each member with their own names on their birthday.

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