Email content personalization has long been discussed as one of the key strategies to increase email response rate, and boost conversions. How to personalize email is actually the question of practical value? In this blog, let’s delve deep into this subject by picking some of features that theSMTP offer for email personalization.
Research reveals that personalizing the subject line with the name of the recipient illuminates the chances of getting the email opened to some significant percentage. However, the value of personalization may vary case to case and across the industries. A/B split testing offers the best way to test which subject line suits better to the majority of recipients in your niche / industry. But on the general note, subject line personalization holds it’s importance as one of the key factors to improve email open rates.
Plan sending personalized content way before you practically creating or sending the email, the time when you are asking your subscriber to provide you certain information through opt-in form. If you are planning to personalize your subject line with First Name, request the subscriber to provide it while subscribing. It can also be the business name, company name or any other field.
If you have all the information collected and set with your lists within theSMTP account, you would just need to use the custom variables within your subject line to start the magic of achieving the higher open rates with personalized subject line.
Somehow you have managed the recipient to open your email, but is it enough to guarantee higher conversion, if not, then what’s next? It’s the greeting expression, where the recipient casts the first glimpse after opening the email. With theSMTP, you can make use of multiple options when it comes to use pertinent greeting expression. Make use of simple message variables or dynamically driven content to greet the recipient.
The trend to include subscriber’s first name in the greeting expression is on the rise, and your email inbox has witnessed this several times, where you are greeted with your Name, i.e. “Hi John”. Within theSMTP, you will just add custom variable value where it is required (Subject Line, Greeting Text), application will take the raw value %%first name%%, obtain the information saved with the particular custom field (First Name), and will show accurate subscriber’s field value (First Name) upon reaching recipient’s inbox.
Sometimes you even need to use the combination of personalized subject line with greeting text personalization, based on the information you have collected from the opt-in form and have stored in your list. Like your custom fields are carrying information about Name, Company Name and Designation of the addressee, you can experiment to determine which variable suits best to your subject line and can use the remaining information to personalize the greeting expression. i.e. %%first name%% in subject line and %%Company Name%% and %%Designation%% to greet the addressee.
People like to be greeted in their native greeting expression, like Spanish people may feel more relevant when they are greeted in their native expression “Hola” instead of “Hi”. With theSMTP, you have the option to use Content Tags to dynamically replace the greeting text of certain number of subscribers that successful meet the predefined criteria.
Let’s try some advanced technique of creating personalized email message, and a different way of making use of subscriber’s information stored within the lists. A shoe brand has mixture of both, male and female clients, and the brand is up to boost the sales of some articles by sending promotional offer to its clients, doesn’t it appear more relevant if female subscriber’s would view female articles only? Of course it does.
But in the real time, is it practically possible to subdivide subscribers in appropriate subsets on the go? Well if you are using theSMTP, you can do it conveniently by using earlier mentioned Dynamic Tags. Where you can attach entirely separate content unit with the dynamic tag for particular number of subscribers that meet the described condition. The conditions can be set with available subscriber’s information in custom fields, and more than one condition can be set with one content unit.
Studies show that marketers have observed higher conversions, improved subscriber’s engagement, CTR and ROI using the techniques of email personalization. The industry has come a long way; personalization can no longer be overlooked for best results.