Data-Centric Digital Media & Email Marketing

3 Ways to Tailor Emails as Told by Internet Pets

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  1. Segmentation:
    If customers aren’t all the same, why should their emails be? In addition to segmenting by consumers’ interests, segmenting subject lines and content by how new or active subscribers are can be a great way to get new subscribers hooked. Exciting older subscribers who may not have opened an email in a long time with catchier subject lines or offers related to “we’ve missed you” can also be an effective way to incorporate segmentation as a reactivation tactic.

  1. Personalization:
    Go beyond just personalizing subject lines and emails with people’s names! Personalize emails towards content relevant to an individual—both in terms of lifestyle and the timing of the email. This is a narrower element of segmentation. An example of this could be as complex as sending a targeted email advertising flights to the Caribbean to all your customers in the Northeast experiencing a cold front. A simpler example could be designing an August email to be back to school themed for all subscribers who have indicated that they have children in the household.

  1. Exclusivity:
    Subject lines like “Exclusive Savings for You” or “New Spring Looks Picked just for you” immediately grab readers. It demonstrates companies took the extra step to deliver something relevant for the reader and doesn’t make the email seem like a mass marketing attempt. This closely relates to personalization, but takes extra steps to design an email with an approach that makes it seem like it is being sent to a subscriber exclusively vs. an audience segment or interest one may fall into. An added element of exclusivity makes a reader feel special to be receiving the email.