1# Personalisation, personalisation, personalisation. Personalisation can be at the heart of every email, in fact it needs to be.

Personalisation is not just about throwing personal data here and there. It’s more about showing the customer you are aware of their lifecycle, or in other words: showing the love.

Furthermore, subject lines that speak to the specific user are consistently more successful. Go beyond that %%FirstName%% and perhaps think of these other strategies:

Interested in email marketing, take a look at our instalment on email metrics ‘email marketing metrics’

Subject lines

A cryptic, interrogative subject line such as “Did you think we’d forgotten?” instantly incites curiosity. If what comes after is an explicit preheader, a great open rate is almost guaranteed.

Past purchase data

The fact that this is an anniversary campaign makes it even more unique. Add wine or chocolates and bingo! You have a winning email.

You can use data on your customers’ buying habits to create new campaigns or predict future purchasing activities, average spending, high value purchases or even purchase frequency.

That’s the way they like it

Adapting your messages to your customers’ devices is also a great way of finding a more direct way to communicate with them. We know email marketing target users display completely different behaviours on mobile and on desktop, and these trends are ever changing and evolving.

Create call to actions that read well on small devices and make them clickable: that could be a deal breaker between your target user clicking on it or not.

What’s up, %%City%%?

Geolocation is proving to be key in the development of AI, with fancy stuff such as live weather email updates now available on Marketing Cloud, but there’s no need to get that sophisticated: you can use it to push a campaign on a certain weekend to make it coincide with a big sports event, or you can just mention it on the subject line and watch that open rate go up. Everybody likes a shoutout!

Age and gender are also very handy in certain industries: if you have a range of vitamins for kids or teenagers, or supplements for men or women this is the kind of data that will make your day.

In summary, improving your email marketing strategy will always bring more engagement, which in turn will maximise ROI. If you need help on this, please let us know!

If you want even more content on email marketing you can check out a couple of previous instalments here ‘Alexa, read my emails’ and ‘lead conversion in email marketing’