2020 Email Trends - Personalization
We have provided examples of personalized emails in the project slides as requested. Note that we have not attempted to reformat the slides, e.g., to remove or reformat text boxes, as we are uncertain whether text is desired and the project criteria do not provide clear guidance. Below is an overview of each company, their best practices, and — as available — their success metrics, which we have attempted to provide in brief bullet points that might be easily copy-pasted into the slides as desired.
Since the overwhelming majority of information about best practices regarding personalized emails comes from firms attempting to sell personalized emails as a marketing tool. Consequently, while we have no reason to believe that the best practices they tout are inaccurate, they may be self-serving. We have attempted to mitigate this by attempting to compare best practices across multiple sources.
The Three Elements
- Campaign Monitor describes the three core elements of a personalized email:
- Relevance; that is, content that directly impacts the reader.
- Timeliness, content that directly speaks to the reader's stage in their customer journey.
- Personality; that is, that the email at least appears to come from a person rather than a faceless company, e.g., it has an individual's name in the "from" field and a face rather than a logo at the top of the email.
Examples of Personalization
- The simplest form of personalization is to simply put the reader's name at the top, as shown in a recent ad for Sephora (slide 2).
- One form of personalized email, called dynamic email, "makes use of triggers to display specific content based on subscriber data," including "gender, age, geographical location, occupation, and more."
- Even basic segmented marketing campaigns see a 6% to 15% boost in open rates and 60% more click-throughs than non-personalized campaigns.
- One simple form of this might be an email campaign that displays a different ad depending on whether the recipient has a masculine or feminine name, as was recently demonstrated in a series of Adidas marketing emails (slides 3 and 4).
- As an example, a list of the triggers available through Mail Chimp can be found here.
- As explained by Campaign Monitor, triggers can include more than demographic information; e.g., segmenting users by how much they have spent in the past (slide 5) or, as in an EasyJet campaign, "a unique email with personalized content that highlighted everywhere" the reader had "traveled with easyJet in the past 20 years" (slide 6; note that due to the email format, only part is shown on the slide).