14 Email Marketing Personalization Strategies That Work in 2023
With AI and machine learning helping to deliver tailored content, email personalization isn’t just a nice gesture. It’s no longer a marketing technique. It’s not even something that allows you to stand out in a crowded inbox.
It’s a basic subscriber expectation.
According to recent reports, 69% of business leaders want to increase their investment in advanced personalization, no matter the rocky economic situation. 49% of Gen Z representatives won’t purchase based on an impersonal or generic email with essential personalization, and 27% will ask those around them to forsake the brand. Do these figures concern you?
Heads Up! We’re here not to instill worry but to illuminate new opportunities.
The more high-tech our lives get, the greater the need for advanced human communication and personal interactions. That’s why Folderly experts have gathered the best insider email personalization strategies that will help you increase user engagement and conversion rates and surely grow your marketing campaign ROI significantly in 2023.
Let’s learn how to transform personalization from a simple tactic into a game-changing ace that can skyrocket your sales and reshape how you connect with your audience.
3 Levels of Personalization
While the term ‘personalization’ in email marketing is commonly used as a collective notion, it’s crucial to recognize that it’s a multi-tiered process. The better you understand the subdivision, the easier it will be to tune your marketing campaign flawlessly.
Level 1: Basic personalization
Usually, the recipient’s name, location, or company name is used for this level of personalization. You may add the recipient’s name to the subject line, greeting, or even somewhere throughout the email body. This personalization layer already results in better engagement. A recent study shows that emails with subject lines that include the recipient’s first name have a 29% open rate. Also, this level of personalization already helps to improve email deliverability.
As you can see, although basic-level personalization loses its initial value due to ever-increasing subscriber demands, it still lays the groundwork for deeper, more targeted personalization strategies you might implement further.
Level 2: Segmentation
After you’ve dealt with basic personalization, it is wise to take things a little further and divide your client base into different groups based on factors that unite each representation in the category. Email segmentation will help you send more personalized messages based on recipients’ demographics, interests, and behaviors.
Some insightful statistics: During a Super Office email marketing experiment, a segmented email campaign earned a 94% open rate and a 38% CTR versus a 42% open rate and a 4.5% CTR in a non-segmented email campaign.
Targeting mid-value clients with content that resonates with each group will result in higher engagement, not to mention rapid conversion. You can segment your list according to the following criteria:
- Demographics: Age, gender, location, occupation, income, etc.
- Behavior: Survey responses, website browsing, campaign response, previous engagement, etc.
- Psychographics: Attitude, interests, values, lifestyle choices, etc.
- Purchase history: Frequency, order value, specific product choice, etc.
- Engagement: Active, inactive, dormant subscribers.