Email Personalization Mistakes to Avoid (and How to Fix Them)
Posted: Thu Dec 05, 2024 10:52 am
Email personalization is one of the ingredients for a successful email campaign. It makes your emails more flavorful, effective, and more tailored to your customers’ expectations. In cooking, an expired ingredient can ruin the overall experience of the dish. The same goes for your email marketing campaigns. Bad personalization can ruin all your efforts.
As email marketers, we are constantly exposed to different personalization tactics, with the internet having written everything about it. It’s also safe to say that we can be obsessed with personalization because of the gains it can promise us. In fact, personalized promotional emails have 29% higher unique open rates and 41% higher unique click-through rates than non-personalized emails.
On the other hand, some of us, despite the best of intentions, go about email personalization the wrong way. This could seriously harm not only your email campaigns but also your business. It is therefore necessary to buy estonia phone data choose your personalization tactic wisely and stop making the mistakes you made in the past.
Don't be swayed by all these customization tactics to avoid wasting your time and money.
1. Using “Hello [First name]” all the time
It has often been said that it is crucial to call recipients by their first name, but this is not always the case!
It's possible that your contact information wasn't filled out correctly via the signup form. You could end up addressing recipients in the wrong way, with a blank space, or worse, writing [First Name] instead of their real name. This is embarrassing, and could cause you to lose subscribers.
Fix your mistake ! It is now common for companies, in an effort to build a community, to call their customers with a name related to their brand. For example, clothing brands may use the word “fashionista” while a coffee brand might call their customers “coffee lover”.
Once you know what familiar name to call your customers, use it as the default in your marketing automation software . This way, you avoid any potential issues with blank spaces or [First Name].
Here is an example of an email from Carlson Wagonlit Travel where they called their new subscriber a “Traveler.”
As email marketers, we are constantly exposed to different personalization tactics, with the internet having written everything about it. It’s also safe to say that we can be obsessed with personalization because of the gains it can promise us. In fact, personalized promotional emails have 29% higher unique open rates and 41% higher unique click-through rates than non-personalized emails.
On the other hand, some of us, despite the best of intentions, go about email personalization the wrong way. This could seriously harm not only your email campaigns but also your business. It is therefore necessary to buy estonia phone data choose your personalization tactic wisely and stop making the mistakes you made in the past.
Don't be swayed by all these customization tactics to avoid wasting your time and money.
1. Using “Hello [First name]” all the time
It has often been said that it is crucial to call recipients by their first name, but this is not always the case!
It's possible that your contact information wasn't filled out correctly via the signup form. You could end up addressing recipients in the wrong way, with a blank space, or worse, writing [First Name] instead of their real name. This is embarrassing, and could cause you to lose subscribers.
Fix your mistake ! It is now common for companies, in an effort to build a community, to call their customers with a name related to their brand. For example, clothing brands may use the word “fashionista” while a coffee brand might call their customers “coffee lover”.
Once you know what familiar name to call your customers, use it as the default in your marketing automation software . This way, you avoid any potential issues with blank spaces or [First Name].
Here is an example of an email from Carlson Wagonlit Travel where they called their new subscriber a “Traveler.”