Every customer deserves a personalized experience. Your customer newsletters are not only a great way to promote your current products, advertise flash sales, and offer advice in the forms of tips and tricks — they can also be personalized. Sending all your customers the exact same newsletter content isn’t an effective way to engage each shopper. It’s vital to send personalized emails at the right time, even for an email newsletter.
If you’re not careful, your email marketing could even be considered irrelevant. For example, a fitness brand we shopped with sent us a newsletter containing tips and tricks for how to “Get Bigger & Stronger” mere days after we’d browsed a series of weight-loss supplements. The newsletter wasn’t just irrelevant, it was directly contradicting the needs and preferences we’d demonstrated at the time.
While retailers who aren’t sending newsletters should be, retailers who are sending the same newsletter to every group of customers should think about including dynamic content to create a personalized experience based on each customer’s behaviors and preferences.
Why? Because adding personalized, dynamic content to newsletters can increase conversion rates and drive overall revenue generated by up to 600%. At the same time, personalized emails can create a better shopping experience for all your customers.
How should you personalize your customer email newsletter? Here are 4 ways to get started.
1. Segment your customers
Your at-risk customers, your loyal shoppers, and your new prospects all need personalized email marketing. This requires you to collect customer data, analyzing who is actively engaged and who is in danger of walking away. At-risk customers require very different content than customers who have been regularly purchasing from your brand, for example. It therefore doesn’t make sense to send all those groups the exact same newsletter content. When you segment your shoppers into different groups based on the actions they’ve taken (or haven’t taken) in past, you can alter the copy of your newsletter to better target each unique segment and provide a personalized experience.
2. Add personalized content
Even if — at a minimum — a shopper has browsed a few of your brand’s products, that data is enough information to personalize your newsletter. If they’ve bought an item, you have even more customer data in real-time. When you know what products your customer is curious about, you can provide information about similar products that might align with their unique preferences. That allows you to send targeted email based on that information. And knowing what your customer is looking for can help you avoid a gaffe like the one we experienced with the fitness brand.
3. Acknowledge customer milestones
If you have the opportunity to kill two birds with one stone, why wouldn’t you? Birthday campaigns are historically proven to drive engagement. They’re among the numerous milestone campaigns that are said to generate up to 3.5x more revenue per email and 179% higher click-through rates than traditional promotional emails. By integrating birthday campaigns into your newsletter, you can personalize your newsletters that much more by helping them celebrate their special day.
4. Remind customers of outstanding coupons or loyalty points
If your customer still has to redeem a coupon, or has loyalty points left over, your customer newsletter is a great place to insert a personalized reminder. Not only does this create a great user experience that’s unique to each particular shopper, but it’s an effective way to drive purchases. If your shopper knows that they still have a coupon to use, their next purchase will be incentivized for them, driving a higher click through rate.
Sending an email newsletter is a relatively easy and versatile way to reach out to both your current and your future customers, and to nurture leads/new prospects while maintaining a strong relationship with loyal shoppers. And the more you personalize your newsletter content, the less likely you are to send an irrelevant or unwanted message that doesn’t match up with your customer’s needs. One irrelevant message is really all it takes for your customer to hit the “Unsubscribe” button. But when you use creative and effective ways to personalize your email marketing, it becomes easier to deliver an experience that’s tailor-fit to their shopping behaviors.