Customers leave a lot of “traces” of their stay on the site and in the newsletters of the online store. Retailers have a lot of opportunities to collect data about users, and many do it successfully. But when it comes to practical use, subscribers continue to receive newsletters. From many online stores with a huge banner “30% off everything”, and email marketers complain. That collecting and sending personaliz newsletters takes too much time.
There are so many interesting tricks
That can be appli in email marketing if you think through the strategy and use. The possibilities of personalization, automation and dynamic content.
The Retail Rocket platform is a single email marketing management center for retail. Including the usual mass mailings, any trigger scenarios, service/transactional letters and a powerful segmentation and analytics system. The platform is design taking into account the specifics of online retail, fully covers. The nes of an online store and includes all the advanc personalization technologies. Providing a higher result than other platforms.
Nikita Gusev, email marketer at
Retail Rocket, talks about how to create a personaliz email newsletter. For online stores and at the same time create the impression in the subscriber that the newsletter was prepar especially for him.
What is email personalization?
Personalizing your emails is when you send each subscriber an email that they actually want. For example, if you know someone recently bought a pair of sneakers, offer them a new model instead of just anything.
Why is this important
People are more likely to open emails that relate to them personally. For example, instead of “Dear customer,” write “Hello, Anna!” If you know that Anna is into running, tell her about discounts on sportswear. She will definitely open such an email.
Personalization works simply: First, collect data about your subscribers. Then, use that data to make your email useful to everyone.
Communication is key to a business. Through this communication system you can communicate with your customers regularly. The main feature of this phone number data for business use is that it will be in your possession. Mastering the art germany phone number data of writing phone number data is important if you want to communicate effectively in a business setting.
Personaliz emails sell
When you take into account what a specific person nes, sales increase sixfold. This is not an abstraction – this is a statistic from Experian.
The money you spend on personalization buy luxembourg whatsapp number data 5 million comes back with profit. On average, you get a 122% return on investment, according to eMarketer. Imagine sending an email, investing a dollar, and getting back more than two.
How to Personalize Email Newsletters
Personalization is the way to make your emails work. Transform them from boring spam into useful and interesting messages. Talk to the customer directly, use their name, take into account their interests. When you understand what the mobile number list customer wants, they open your emails and act. It’s not difficult, but it requires clear steps. Let’s figure out how exactly to make your mailing useful and effective. Method 1: Collect customer data
To make your newsletter work, you ne to know who your customer is. Not just a name and email — learn more. What do they buy? What product categories are they interest in? What size of clothes or shoes do they prefer? To learn more about your customers, use tools that actually work.
CRM systems . For example, Salesforce or HubSpot. These systems collect all the information about the client in one place: what he bought, what he paid attention to, how he interact with your brand. You see the full picture and understand what this particular person nes.
Email marketing platforms . Such as Mailchimp or Sendinblue. These services show who open the email, who click on the link, what attract attention. You can immiately see which emails work and which don’t, and quickly tailor the mailing to the interests of your customers.
Method 2: Use names in address
When you start a letter with a name, it immiately becomes personal. “Hi, Anna!” sounds different than the impersonal “Dear client.” The person feels that the letter is address specifically to him, and not to a faceless mass.
Almost all mailing services allow you to insert the recipient’s name directly into the text of the letter. You write one letter, but each one comes with a personal message. It’s simple, but it works.
Method 3. Personal sorting of letter elements
Each person has interests in different categories of goods, so online stores often use several different blocks with categories in their mailings. But each user is more interest in one section than another, and it is not a fact that he will scroll the letter to the goods that interest him. At the same time, if the sorting “hits” the user’s preferences, the probability that he will make a purchase is much higher.
Dynamic sorting of blocks inside the letter helps to solve this problem. The category that arouses the greatest interest of the user is automatically plac on top, the second most interesting is plac below, etc. There can be 2 or more categories (within reasonable limits, of course, it is unlikely that a letter with 10 sections will be view to the end).
For example, the online store TVOE sorts blocks with men’s and women’s collections depending on the user’s interest:
How to Create a Personaliz Email Newsletter
Method 4. Consider the sizes of clothes and shoes
The ability to take into account sizes is relevant for the fashion segment and children’s goods, since this is one of the key characteristics of the product. Agree, no matter how wonderful a dress or shoes are, if your size is not available, interest in the product disappears. It is a shame to spend effort on attracting a client and lose him just because the size does not fit.
If the customer has ever made a purchase, the online store has data on the size, which means that this information can be us not at the stage of adding to the cart, but at the time of offering the product. In our case, in email newsletters. Moreover, it is possible to exclude products that are not available in the requir size, or simply highlight the appropriate sizes.
In order to emphasize that the desir product is in stock, the Westland online store highlights the appropriate size in color. For example, if the user wears sizes 26 and S, the product card will show that its size is in stock and will be highlight in a different color. In addition, adjacent sizes are indicat (one size larger and one size smaller), since things of the size that the user usually chooses may not always fit.
But even if you don’t have customer size data yet, you can still list the most popular sizes in stock, since most customers are mium sizes.
Method 5. Automatic change of theme and banners
Retail Rocket’s automat email campaigns are one of those features that ruce the time and resources spent on preparing regular mailings, such as newsletters about new products, discounts or popular products, to almost zero.
But automation should not mean that the subscriber receives the same newsletters and understands that an algorithm is communicating with him. It is important that users receive different content and feel the care of the marketer in each newsletter.
To do this, it is important to think through the logic of forming the subject of the letter and prepare different banners for each month. In combination with personaliz product recommendations, each letter for the subscriber turns out to be truly unique.
How to Create a Personaliz Email Newsletter
At the same time, the subject lines of Sneakerhead’s regular newsletters also change depending on the sending date. For example, “Check out the new releases of early June,” “The hit parade of new releases of late May,” “These new releases of April are interesting to our customers,” etc., which further helps to create the impression of hand-assembl letters.
