You're looking to boost your email open rates. How can you use email personalization to do it?

Email personalization is more than just adding a name to your subject line. It's a strategy to tailor your messages to the needs, preferences, and behaviors of your recipients. By doing so, you can increase your email open rates, engagement, and conversions. In this article, you'll learn how to use email personalization to boost your email open rates and some tools to help you do it.

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1 Why email personalization matters

Email personalization is not a nice-to-have, but a must-have in today's competitive and crowded inbox. According to a study by Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened than those without. Moreover, personalized emails can deliver six times higher transaction rates and generate 58% of all revenue. Email personalization shows your subscribers that you care about them, understand their needs, and offer relevant solutions.

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Abhijeet Shukla 🇮🇳

Co-Founder YIM | Ex-SAERA | Ex-INSPIRE intern DST | Ex-Intern Indian Railways | 200k+ content views | IMED | MBA | Content Writer | Social Entrepreneur | Freelancer | 2x IR Awardee by Govt. Of India | 2011 DST Awardee
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In my opinion, email personalization matters because it makes people feel like the email is just for them. For instance, using their name, recommending things they might like, or talking about their interests makes the email more interesting. It grabs their attention, and when emails feel more personal, people are more likely to open and read them.

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Dr. Sagarika Devburman l Communication Specialist 👩🏻🏫Corporate Storytelling/Connection Mastery📚

🏅Times Ascent Topmost Coaching Leader 2022 ►🏅Top100 Most Influential Coaching Leader 2023 ► I speak globally on Communication related topics and provide Executive Coaching and Consulting services since 2009 ►ISB Exe Al
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E-mail personalization is too important to neglect. E mails are addressed to an individual and every individual is a unique entity who wants to know how much you really care before they can buy anything from you including your words. And in that process the sender also finds out more about the receiver , his problems, challenges and undesirable feelings. The sender therefore creates the power to transform this form of Communication into a High touch conversation.

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2 How to collect data for email personalization

To personalize your emails, you need to collect and segment data about your subscribers. This can include basic information like name, location, and industry, as well as behavioral data like purchase history, browsing activity, and email engagement. You can collect data from various sources, such as sign-up forms, surveys, CRM systems, and web analytics. The more data you have, the more you can customize your emails to match your subscribers' interests and preferences.

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3 How to use email personalization in your subject lines

Your subject line is the first thing your subscribers see when they receive your email. It's also the main factor that determines whether they open it or not. Therefore, you need to make your subject line stand out and appeal to your subscribers. You can use email personalization to create subject lines that are relevant, specific, and catchy. For example, you can use your subscribers' name, location, or industry to make them feel special and recognized. You can also use their behavioral data to create subject lines that reflect their recent actions, preferences, or needs.

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Nishant K. Ranjan

Associate Professor and Trainer (Communications)/ Editor
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A strong but relevant subject line is useful that connects us to our reader(s). For example, if we have met someone in the past and if we recall the time and place-- add that in the subject line, this will generate some curiosity and help in opening of our email.

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4 How to use email personalization in your email body

Your email body is where you deliver your message and persuade your subscribers to take action. You can use email personalization to make your email body more engaging, relevant, and persuasive. For example, you can use your subscribers' name, location, or industry to greet them and address them personally. You can also use their behavioral data to tailor your content, offers, and calls to action to their specific needs, goals, or challenges. You can also use dynamic content to show different images, videos, or testimonials based on your subscribers' segments.

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5 How to test and optimize your email personalization

Email personalization is not a one-time thing, but a continuous process of testing and optimizing. You need to measure the impact of your email personalization on your email open rates and other metrics, such as click-through rates, conversions, and revenue. You can use tools like A/B testing, multivariate testing, or analytics to compare different versions of your personalized emails and see which ones perform better. You can also use feedback from your subscribers to improve your email personalization and make it more relevant and effective.

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6 Tools for creating personalized emails

Creating personalized emails can be time-consuming and complex, especially if you have a large and diverse email list. Fortunately, there are tools that can help you automate and simplify the process of email personalization. For example, you can use tools like Mailchimp, HubSpot, or ActiveCampaign to collect and segment data, create personalized subject lines and email body, and test and optimize your email campaigns. These tools can help you save time, increase efficiency, and boost your email open rates.

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Abhijeet Shukla 🇮🇳

Co-Founder YIM | Ex-SAERA | Ex-INSPIRE intern DST | Ex-Intern Indian Railways | 200k+ content views | IMED | MBA | Content Writer | Social Entrepreneur | Freelancer | 2x IR Awardee by Govt. Of India | 2011 DST Awardee
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In my experience, tools like Mailchimp or HubSpot help organize and automate emails. Additionally, systems like Salesforce track customer info for personalized messages. Some tools automatically add details like names. On the other hand, there are tools like Dynamic Yield, that can change content based on interactions. A few tools like Klaviyo or Shopify personalize emails based on what customers buy. So basically, these tools make it easier to create personal and interesting emails.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're looking to boost your email open rates. How can you use email personalization to do it?

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1 Why email personalization matters

2 How to collect data for email personalization

3 How to use email personalization in your subject lines

4 How to use email personalization in your email body

5 How to test and optimize your email personalization

6 Tools for creating personalized emails

7 Here’s what else to consider

Business Communications

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You're looking to boost your email open rates. How can you use email personalization to do it?

1

2

3

4

5

6

7

1 Why email personalization matters

2 How to collect data for email personalization

3 How to use email personalization in your subject lines

4 How to use email personalization in your email body

5 How to test and optimize your email personalization

6 Tools for creating personalized emails

7 Here’s what else to consider

Business Communications

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