How Personalized Email Marketing Gives Greater Returns

Personalization brings your customer’s experience to a whole other level that mass-marketing simply cannot achieve. Seventy-two percent of consumers say they only engage with personalized emails. One way to provide your customer with a unique, personalized experience is through email-marketing.

Brands that implement customized emails report 11% higher open rates than the brands that don’t. Some may believe customizing emails is time consuming, frustrating, too technical or demands high knowledge of code.  However, personalizing your emails can be easy!

Here are four ways to use personalized emails to transform your customers’ experience.

Segment your audience.

When a user visits your website or email, you can track their actions and clicks to collect useful data on their behavior. This data can then be segmented for personalization efforts. Segmented email campaigns that arise from database fields have about 55% higher clicks than campaigns that are not segmented.

For example, by tracking which product pages people look at on your website, you can then send them a follow up email providing them with a recommendation of what other products they might like. Customer relationship management (CRM) systems can collect this data for you.

Another way to segment your audience is by asking questions  — about their demographics, what type of products they are looking for and more  — when they sign up for your newsletter. With this additional information, you can develop customized email campaigns.

Send welcome emails.

The first email you send to your customers should be the welcome email. Did you know, 74% of customers actually do expect a welcome email after subscribing? Meet your customer’s expectations by sending out welcome emails once a customer subscribes to your email campaigns, and also, take advantage of this opportunity to provide them with a friendly introduction to your business.

Pro Tip: Leading with the customer’s name in the subject line of your welcome email is a great personalization technique and will entice your customer to open the email.

To even further personalize your welcome email, you’ll want to:

  • Use an email address that comes from an actual employee. Avoid using no-reply email addresses.
  • Offer them a reward such as a coupon or discount based on their interests or searches with your company.
  • Use the appropriate CTA depending on what action they have yet to complete such as “Complete your short profile!” 

The time you send out your email campaigns at also has a staggering effect on open rates.

In general, the best time to send emails is between 10:00 AM – 12:00 PM on Tuesdays and Thursdays to receive the most opens. However, make sure to send these emails during your audiences’ correct time zones.

Take advantage of the open rates of trigger emails.

Trigger emails are automated emails sent out to your users based upon a specific action they have taken. They can fall anywhere in the email flow from when your subscriber first signs up for your emails to when they are participating or inactive in the shopping process and to when their subscription is about to expire. Trigger emails have a significantly higher open rate than regular emails, in fact, a 70.5% higher open rate.

Trigger emails are helpful in retargeting your customers and drive them back to your website after they abandon a cart. Customers get busy in their daily lives and a trigger email helps remind them to come back. You can also win your customer back by including a coupon after they abandon the cart. Cart abandonment emails work; 46.1% of customers open cart abandonment emails. Remarketing campaigns also strive to remind the inactive consumers to return back to the website and take a look at what they’ve been missing.

Finally, when a customer’s subscription is about to expire, it’s a good idea to remind them to renew their subscription through the use of a trigger email.

Celebrate their special occasions.

Users feel appreciated and not just like another customer when you remember special occasions such as birthdays and anniversaries. Birthday emails have 179% higher click rates than promotional emails.

Collect information on special dates when your users subscribe or later and use this to your advantage. Wish your customers a happy birthday through email and then take the opportunity to reward them with a special gift to commemorate the day. They will feel happy and associate your company with appreciation. Best of all, you build a strong customer relationship.

Companies such as Nike use this approach by sending birthday emails with cute animations or graphics and a discount to give loyal customers. Starbucks also offers one free drink or food item to reward customers on their birthdays.

Personalized email marketing can boost your business and create loyal customers; it’s something really, every business should consider implementing. Appleton is an award-winning, full-service Orlando advertising agency that works with local, national and international clients to deliver impressive ad campaigns, branding, print, web, public relations, social media and video services — all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your advertising goals are worth a conversation: contact us at 407-246-0092 or

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