Learn how to connect with your customers inside their inbox and what a personalised email is.
Connecting with customers is more challenging than ever before. Customers are expecting more relevant and personalised content as they browse their inboxes and decide what email to open. This is why personalised email marketing is becoming more important.
Personalisation for email refers to text content that differs based on subscriber information. This could be the name, location, or products they bought and more, and it can include basic tactics like adding their first name to a subject line or body text.
Personalisation provides a more tailored experience for your email subscribers and can improve positive signals like open rates, clicks, conversions, and engagement.
The better the positive signals the more likely your future messages will land in the inbox instead of the junk folder. Here are three basic personalisation tactics to grab your customers’ attention.
Top three personalisation tactics
1. Subject lines
This is one of the most important elements of an email. Customers look at the subject line and decide whether it’s worthwhile opening the email or not.
Adding personalised text here can significantly impact your open rate. Studies have shown emails with personalised subject lines are 26% more likely to be opened than those that are not.
Some of the ways in which you can personalise your subject lines can be by including your recipient’s name or purchase details (if the recipient is an existing customer, for example).
Here are some ways you can include personalisation in your subject line:
1. Call out their name
Mentioning the recipient’s first name is a great way to let them know that this email is specifically for them.
2. Refer to actions they took
Use hooks like their purchase history, or even better, ask for their feedback as a way to personalise.
3. Add a sense of urgency
Taking things a step further, reference an action they took and nudge them towards the next step by including a deadline.
4. Reference their near and dear ones
Personalisation can also extend to the social circles, or family members, or people the recipient has chosen to interact with. This may not be information that all businesses might have, but if you do have this information, use it well.
2. Preview text
Preview text is the text below the subject line that gives extra details as to what’s inside the email. It’s a great opportunity to support your subject line, connect with your customers and show that the content is relevant to them.
Here is a list of examples of how high-growth ecommerce brands use preview text.
3. Other types of personalisation
Adding a customer’s first and last name to the introduction of an email is a really easy way to personalise and makes for a good first impression, setting the tone for future communications. Customers will feel recognized, and you are building a strong relationship that can lead to a potential sale or drive them to take action from the email.
But there are other techniques you can use if you want to dig deeper. You can read this resource about how you can use analytics to send relevant, high converting emails through personalisation to explore this further.
Here is also a full list of tactics and best practices on how to improve (almost) every email.
Shopify Email has a personalised text feature to help you begin building long-lasting relationships with your customers. You can add personalised text to your email campaigns, like your customer’s first name, last name, email, city, state, province, and country.
If you add personalised text to a certain section of your email message, then Shopify Email automatically populates information in that section, if it exists for the customer receiving the email. If you’re already on Shopify Email, here is a quick explainer if you want to know how to customize Shopify email notifications for clients.
Begin building a personalised experience with your customers through email marketing with Shopify Email.
P.S. You can start sending emails for free, then pay for what you use!