Original Article Found Here: http://blog.blueskyfactory.com/best-practice/dear-insert-first-name-here-make-email-marketing-personalization-work-for-you/
When you receive an email with your first name in the subject line, do you:
- a) Appreciate the sender’s effort. After all, they took that extra step to have the email speak directly to you.
- b) Roll your eyes and think, “Does the sender really think I’m falling for that? I mean, I know they aren’t actually sending a personal email to me.”
- c) Get super excited. Your favorite brand actually knows your name!
Most likely, if the email is executed correctly, you chose option “a”. If executed poorly, most people (including I) would choose option “b”. As far as option “c” goes, well, let’s just say I hope that was no one’s first choice (although I’m sure there are people out there who get super excited at the site of their first name). The reality is that your recipients’ reactions to personalization will vary across the board, so when it comes to personalizing your emails, it’s important to get creative and take the extra step to impress all of your subscribers. This means personalizing more than just their first name.
Gathering Subscriber Information
Before you can personalize your emails, you must collect the subscriber information you want to use in order to send targeted, relevant emails. The three most effective ways to gather this information are:
- Opt-in Form
- Subscriber Preferences
- Email and Web Activity
For examples of marketers implementing these tactics now and to learn more about each, read “Using Segmentations to Make Your Email Campaigns More Effective”. Senior Client Services Manager Joanna Lawson-Matthew takes it a bit further in “Get to Know Your Subscribers For More Effective Email Campaigns” and digs into what subscribers want from you when it comes to email marketing personalization.
Real World Personalization That Works
When taking the next step and personalizing more than just the recipient’s first name, think about how you can really speak to the subscriber. What do you have that will make their life easier, more convenient? Email subscribers want to know what’s in it for them, so give them just that. Here are a few examples – some are great, some can use improvement – of real world marketers making the extra effort to really connect with their subscribers:
1. Disney Destinations: Last Name
Disney Destinations sends emails with subject lines like, “Save on a Disney Resort hotel stay, Garland Family!” Rather than personalize my first name, Disney Destinations uses my last name. Why? Because most of the time, people don’t visit Disney World, families do. I have to admit (and I don’t have children), saying “Garland Family” rather than “Amy” makes me take notice of these emails. Thinking of the fun I could have with my family in Disney World, rather than by myself, makes me want to read more. It’s a simple change from first name personalization, but it works for Disney. View examples of Disney’s last name personalization below (click the images to view in full screen).
2. Eddie Bauer: Location
Eddie Bauer just might hide their personalization at the bottom of their emails, but they remind me that they’re not just an online company by saying “Shop our Ultimate Sale at your Towson Town store”. Their Towson store is closest to my home, and I appreciate the reminder of where I can shop in person. Click the image below to view in full screen mode.
DJ Waldow also wrote about personalization on the Email Experience Council blog. Spreadshirt had a unique approach to location personalization with a subject line of “Durham Rocks!” (DJ used to live in Durham, of course).
3. Amazon: Past Purchases & Website Activity
I frequently purchase children’s books for my niece and friends from Amazon.com. Amazon occasionally sends me emails “as someone who has purchased children’s books” with recommendations of other children’s books I might like. Because this is something I like to buy, I always take a look at these emails. Click the image below to view an example in full screen mode.
(Note: Amazon does not use first name personalization. Instead, their greeting is “Dear Amazon.com Customer”. They should take the extra step to say “Dear Amy” before recommending products to me. It would make their emails even more personal and probably increase their conversion rate.)
Another example from Amazon is when I was recently looking on their site for a GPS watch. About one week later, Amazon sent me an email saying “Are you looking for something in our GPS & Navigation department? If so, you might be interested in these items”, with recommendations of other GPS watches. I love this approach. Yes, I want a GPS watch, but it’s a big purchase, so I’m being chicken about pulling the trigger. This reminder from Amazon put that purchase back on my radar, and it’s still sitting in my inbox as a reminder. When I’m ready to purchase, I will most likely find that email and buy the watch from Amazon.com.
It can be done, folks. You can personalize your emails with other information than their first name. Think about what your product or service offers your audience, then use that to make your subscribers take notice.
Have you seen other unique approaches to email marketing personalization? What did you like about it? Please share!
Amy Garland
Marketing Manager, Blue Sky Factory
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