You are a great marketer who has persuaded thousands of potential customers to opt for your newsletter. Congrats! Now, your goal is to nurture them and get them to say yes to your offers.
Here’s a serious obstacle. Not all of them are opening your messages. So, how do you ensure your efforts are not wasted in vain? You attempted to personalize your emails by adding the name of each lead in the subject line, which made a slight difference that is barely noticeable.
What advanced strategies for personalizing email newsletters can you use to increase audience interaction with your content?
Three Advanced Personalization Techniques to Increase Audience Engagement
1. Dynamically Change Images Based on Subscriber Preferences
Many marketers think email personalization takes a lot of time and effort. However, this is not true when you use dynamic content. How does it work? The same email can be generated with different content and images tailored to each subscriber.
According to MarketingProfs, 75% of marketers prioritize dynamic content as an important marketing goal.
Think about this example.
- Imagine that your subscriber opted in to get your weekly newsletter about all things related to pets.
- You could narrow down their interests even more and focus on preferences they have shown, such as puppies or kittens.
- Then, you create emails for them using dynamic content. This is an excellent way to ensure that your subscribers get personalized, real-time content.
The best part? You don’t have to make separate campaigns for every segment on your list.
Check these personalized email examples and free email templates for more ideas.
2. Send Emails Based on Behavior of Your Subscribers
This is another excellent way to engage your audience.
Did they click on a certain link in your email? Great! Give them more information related to that.
Here’s an amazing example of an email marketing strategy based on subscriber behavior. The item is out of stock, and your subscriber wants to buy it. When it comes back in stock, send a personalized email to your customers and let them know they can purchase it now. Add a little sweet discount on top of that. And boom! You’ve got an easy sale there. That’s a great way to say thank you for their patience, and they’ll feel appreciated, for sure.
What sets this personalization technique apart as one of the best? Every first email you send starts with your client. The outcome is that your emails are relevant and timely. With this approach, your overall level of engagement will grow.
3. Consider Browsing History
Yes, use your subscribers’ browsing data. Need a great example? Here’s one by Asics:
Here’s how it works. They use cookies to collect a user’s browsing data, so email them with references to the products they viewed on the site.
Want to cross-sell products or recover abandoned carts? This is your new go-to strategy.
How to Personalize My Email? Three Bonus Tips
Want some more ideas for your email personalized to every customer? Sure! Here you have them.
- Don’t forget birthdays. It’s an amazing way to build up those relationships with your customers. Send them a special offer or gift for their birthday. This is an excellent way to re-engage your subscribers with your brand.
- Use automation. A great example is cart abandonment emails. Marketers love to automate these emails for a good reason. It works. Cart abandonment emails are highly personalized. They remind people to take action: to finish their purchase in this case.
- Use triggered emails. These can be welcome emails, lead nurturing emails, and reminders.
Final Thoughts
Here you have it. Six tips to make your next personalized e-mail campaign drive better results. Dynamically change images based on subscriber preferences. Send emails based on the behavior of your subscribers. Consider their browsing history. Use automation and triggered emails. Don’t forget to wow your subscribers on their birthdays.