personalisation in email marketing

How to Personalize Your Automated E-mail Marketing Campaigns

Automating your email campaigns is a time-saving and generally affordable marketing approach. 

However, because of the sheer volume of emails that many people receive daily, it is necessary for an effective marketing to stand out and to get noticed by the user within a very short period of time.

According to Experian, emails with a personalized subject line are 26 percent more likely to be opened. An Aberdeen Group study found that personalized emails had a 14% improvement in click-through rates and a 10% improvement in conversion rates. It is clear that personalizing automated email marketing campaigns is important. Analyzing cross-channel data and using it in a focused way could help your marketing team to create highly personalized and effective email messages that produce desired results.

Personalization Through Segmentation

In order to personalize your automated email messages, you must first analyze and segment your contacts. It is simply ineffective to create a single message that partially appeals to most of your audience. By segmenting, you can create a more specific message to each segment group that you have. DMA indicates that there is a 760% revenue increase related to segmented email campaigns.

However, it is not enough to segment the contacts into smaller and more manageable groups.

You must carefully analyze these segments based on their profiles, buying habits, psychographics, goals, interests, geographic area, and more.

For example, a banking institution may have a varied customer base with many different age groups, income levels, and other defining characteristics. Each of these groups will need a customized email marketing message that is specific to their needs, interests, and goals.


The more that you can learn about each segment, the better the response from your highly personalized automated email campaigns will be. While a carefully segmented database is critical, be aware that you must segment the contacts intelligently. Over-segmentation can simply waste the valuable time of your team and may not be worth the extra effort required to execute these very refined messages.

For example, an auto insurance company may not have to separate a 30-something age group from a 40-something age group. Both of these age groups may be interested in ensuring their vehicles and protecting their children or other loved ones in the event of a car accident. Older and younger age groups, however, may not commonly have young children. By combining 30-somethings and 40-somethings into a single segmented group, the marketing team may save time when crafting personalized email messages.

Targeted and Tailored Content

After you have segmented your data appropriately and have learned more about the various behaviors and traits of each group, you can tailor your content accordingly. The content must be highly relevant as well as personalized if you want the segmented audience to open the email, read your message and act on it.

The ideal message for your audience will appear to be designed specifically for that individual rather than for even a small group of recipients. It may have an offer that they cannot pass on, valuable information relevant to them specifically or other important factors. For example, if you can define which of your contacts have kids, you can announce toy sales to them. On the other hand, for the segment that does not have kids, advertising sales on sports equipment, home décor or other items may be more beneficial or applicable.

tailored message
Remember that your email message should seem natural as well as helpful, motivational or inspiring in some way. You need to humanize your company through your marketing efforts while at the same time personalizing the message specifically to the customer.
The customer’s name, job title or other factors can be incorporated into the message for personalization so make sure to use your email marketing tool’s available personalization tokens. One example of a personalization token is to address the customer by their first name in the email. However, avoid over-personalization through the use of too many tokens. When the text does not read naturally, the message can seem overly contrived.

One-to-One Communication

Customers often want to feel as though they are special, and they want to connect with a company on a more personal level. Your email marketing campaign could lack the personalized feel that your customers crave if you do not strive to speak to each customer through the email messages in a one-on-one way. The best emails often seem as though they are sent from one individual in your company to the customer directly.

By creating the effect of one-on-one communication, your target audience may feel more engaged. This can also bolster loyalty in different ways.

Email marketing campaigns are generally cost-effective, but you do want to enjoy the best results possible for the effort that you and your team put forth. Minimal personalization in an email blast to thousands of customers or more may result in a message that is not customized enough to grab the attention of the recipient. Through segmentation and the customization of very personalized email messages, you will be able to improve the results of your email marketing campaigns.

Onward & Upward, Team

Contributed by Eric Gordon – a business-focused marketing professional.

His mission in life is to help his clients get quality and consistent leads using the latest online marketing and SEO strategies.

Follow him on Twitter @ericdavidgordon