Today we will look at four criteria according to which we can personalize our emails. Take note!
1 – Personalization based on user declarative data
Before we get into the subject, let's make a note about kuwait mobile phone number list what declarative data is so that we can understand how we can personalize emails based on it. This data is derived from the information that a user declares when they leave us their email at the time of registration: name, age, sex, interests and preferences, etc.
This type of information is often used to segment email campaigns, but it can also be used to personalize them. Here are some examples:
Name
If we ask the user for their name at the time of registration, we can personalize the emails with it, either in the subject, preheader or copy. When we personalize campaigns with the “name” field, we are taking a step towards getting much closer to the subscriber, humanizing them and creating a close bond between the brand. It is a way of giving greater prominence to the user and letting them see that this email is addressed “exclusively” to them. Here you can see examples of how these 3 companies use the subscriber’s name in the subject and how Logitravel uses it in the preheader.
Age
It will all depend on whether the products or services we market can meet the interests of different age groups. This would be applicable in the fashion and cosmetics sector. For example, if our clothing brand has different collections, we can determine whether any of them are more suited to a certain age group and design specific campaigns with the collection or garments.
In the cosmetics field, the needs of different audiences are not the same. It would make no sense to send an email with anti-aging products to a 20-year-old, right? This is where the importance of personalizing campaigns based on the needs of each subscriber comes from, in this case, taking into account the product line and the subscriber's age.
There is a clear tendency to segment campaigns by gender, as long as the product/service being marketed is not unisex. Normally, for the term gender, we tend to use the concept of segmentation more. But if we think about it, isn't segmentation a way of personalizing? If your product allows it, design different campaigns for each gender so that they better adapt to their interests and to what they really need and find useful.
User interests/characteristics
Returning to the example of the fashion and cosmetics sector, there are different ways to personalise campaigns in an original way with this type of data. We can personalise the email based on the size of the subscriber, leaving out those garments that are not available in their size or, for example, if at the time of registration we ask them about the style of clothing they tend to wear, we can personalise the email with garments with a more urban, more formal or classic touch. This is also applicable to the cosmetics field; if the user has indicated what their skin type is like (dry, mixed, oily), we can personalise the campaigns with a line of adapted products or directly specific products.
