4 Ways To Personalize Email Beyond Name

Email has come a long way since we first started by putting thousands of names into the BCC field.  However, one part of it that has not evolved is the idea of personalizing emails.  Most businesses think that if they just include the receivers name in the subject or body of the email they are personalizing the email.  While this is true, we can do better. Let’s explore 4 ways you can take personalizing emails to the next level. 

Building Personas Around Your List

You can begin by building personas around your list of emails.  Start to segment people into the types of content they are interested in.  Those that primarily click on resource downloads, those that usually click on blog articles, and those that usually click on videos.  You get the idea.  Then begin to send those people more emails about the type of content that they like.

As you begin to build personas, you can then start to see trends of crossover.  So for instance, people who usually watch videos also often download resources.  So then combine those into 1 email to this group.

Think About Location

You spend lots of time thinking and analyzing our reports to see when the best time for a specific audience to send emails too.  However, if you have an audience that spans time zones, you want to make sure that you are keeping in mind the time differences.

If you are a B2B company and generally send emails at 9:00 am and are in the Eastern time zone, you are emailing your California customers at 6:00 and likely to get caught up in the late night spam.  Create segments based on location and then schedule accordingly.

Using The Right Message Based On Buy Cycle

Whether you want to believe it or not, not everyone who visits your website are ready to buy your product. However, they are interested to some degree. Based on their actions you can determine where they are in the course of making their decision and then begin to target messaging based on what stage they are in. 

If you are selling cars and a user downloads a white paper about the benefits of a crossover, do not begin sending them trim packages and pricing.  Begin by sending them more information about why people choose crossovers, testimonials from crossover owners, etc.  Then through time, you can walk them closer to buying.

Trigger Emails Based On Website Actions

Finally, make sure that you are tracking website activity for specific users that have filled out forms.  So what you can do is if someone downloads a specific resource then start monitoring them to view a specific blog article.  Once they do, you can send a follow up email that offers more information about that specific blog post.

You can also use this to target specific users that look at a particular product page.  If they look at a product page but they don’t view the shopping cart page, then you can begin an email campaign to them about the benefits of that product.

So now you have 4 new tools you can begin using to personalize your email campaigns beyond the users name. Let’s all do email better!