Email Marketing: Five test ideas for personalizing your email campaigns

Tweet Personalization is not new to email marketing; but has it lost some of its appeal with marketers? Only 36% of marketers said they dynamically personalize email content using first names in subject lines and geo-location, according to the MarketingSherpa 2013 Email Marketing Benchmark Report. The report also revealed that only 37% of marketers segment email campaigns based on behavior. However, marketers from various industries have seen incredible success with personalization. I dove into the library of MarketingSherpa, MarketingExperiments’ sister company, to find out how marketers have used both tried-and-true personalization tactics and innovative, tech-savvy strategies to better engage their customers and email audience. No tactic or strategy is foolproof, so we suggest using these campaign tactics as testing ideas to see what works with your audience when it comes to email personalization.   Idea #1. Turn your email into a personal note, not a promotional email As Flint McGlaughlin, Managing Director, MECLABS Institute, says, “People don’t buy from websites, people buy from people.” The same applies to emails. As we saw in a recent MarketingExperiments’ Web clinic, “Personalized Messaging Tested: How little changes to an email send led to a 380% change in response rate,” when inviting your customers to take an action or attend an event, sending the email from a real person on your team can have a huge impact on the results of your campaign. Several years ago, MarketingSherpa changed up its webinar invite template with the following changes: Used a specific team member’s name in…
Source: Marketing Experiments
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