Email Personalization – Your Guide For 2021

Email-Personalization-Guide

Building a successful email marketing campaign for any business is more important than ever now. Why do we say that? Just because we tweet or spend too much time on Instagram doesn’t mean we disregard emails. It is one channel that has stood the test of time!

But Why Emails, Really?

A 2015 study by Radicati Group revealed the number of emails sent and received per day is 205 million. And did you know the number of emails sent grew by more than 250 billion by the end of 2019?

Moreover, email has proven to be the one channel generating the highest ROI for marketers across B2B and B2C industries. Email marketing analytics show that the average open rates of email marketing campaigns across different industries are recorded around 22. 87%.

For the e-commerce domain, email can yield an ROI of up to 4400% when combined with smart customer segments or cohorts. 

This clearly shows that “emails” are here to stay. Despite social media dominance in the last couple of years, email has remained a highly effective online marketing method in both B2B and B2C spectra.

And after ruling the roost on large computer screens, email marketing has turned fundamental to mobile marketing strategies. There’s no doubt it is one of the most vital channels for ROI and customer acquisition for any business at this point.

Satisfying The Customers Is Important

As of October 2016, it is easy to say the customers are demanding, irrespective of company, brand, or industry.  Their attention span is more impoverished than a goldfish which means the businesses have to work harder to ensure they are not so easily forgotten.

One way to do this is personalization. And this is just not restricted to altering email conversations and personalizing the overall tone and messaging of the email content as per the customer.

In the last two years, we have seen how every brand has focused on creating its unique voice by sharing interactive written content and introducing the changes in email template designs. Companies such as PayPal, LOFT, Ralph Lauren, and JCrew are pioneering examples.

In 2017 specifically, we delved deeper into “automation” – triggered emails sent in response to a diverse range of behaviors showcased on email.

Automation suites such as Wigzo have been monumental in providing data mining and predictive analytics backed by machine learning to provide actionable, personalized customer insights.

What is 2021 going to be about?

1. No more Segmentation: 1:1 Marketing

Since the last two years saw an overload of “personalized emails,” 2017 is dedicated to reinventing that “personal touch” absent from many kinds of business interactions till now. 1:1 marketing is also known as the “segment of one.”

Abandoned-Cart-Email

To foster greater customer loyalty and better returns on marketing investment, it is essential to increase the email content’s personalization count – not on a segment level but an individual basis.

2. Welcome Modular Templates

As of now, automated emails offer the best solution to engage with customers on a personal level. Why? Because they make the email campaigns more timely and relevant to the subscribers. In this time and age where competition is tough, staying ahead in the game is a challenge.

tarte-welcome-email

And with hundreds of thousands of emails spamming email inboxes, connecting with the audience on such a personal level is a must. While the written text stays in one place, it is also essential to pay attention to the templates.

Cutting-edge designs that are high on responsiveness independent of device and screen size – that can be tweaked and reused – can speed up any business’s daily workflow. Big and bold banners, coupled with engaging text and clear CTAs, are instant eye-catchers.

3. Prepare for Cross-device Marketing

This is insane – an average consumer is now connected through 5 addressable devices! This means there’s a need to recognize the same consumer five times and track any action they might take on any device.

With the increased use of mobile phones and tablets, there is a need for cross-device marketing. Unfortunately, 69% of companies don’t have a cross-device communication plan, which is why “engagement” is such a big issue for marketers.

promotional-email-example

However, two things must always be kept in mind when streamlining emails across different platforms. They are:

  • Written text should be short and crisp – something that bodes well with all kinds of gadget users.
  • The email design should be highly responsive. Marketers must ensure the template can expand, contract, or rearrange the tabs as per the size available on a particular device.

In cross-device email marketing, content and accessibility prioritize design-heavy elements, which may hamper email viewing. Moreover, it is crucial to give consistency in terms of the content and message and the email’s look and feel.

Otherwise, how else does a marketer plan to promote loyalty and trustworthiness among his or her customers?

4. Email Marketing Automation for the Wins

Yes! You heard that right. Email marketing automation platforms are all the rage right now and for all the good reasons. This channel still occupies the top position when it comes to personalized customer communication. 

If you are into the emails (see what we did there ;-)), automation cannot be overlooked. In fact, if you really want your email list to perform well, email marketing automation is a must for you.

But, how does email marketing for e-commerce actually adds value for e-tailers?

Automating customer journeys, enhancing engagement at different stages of customer cycle and purchase cycle, and reducing manual input by almost 100% are the biggest USPs of email marketing automation

E-Commerce email marketing automation allows you to;

  1. Setup custom email communication flow and trigger events
  2. Optimize user journeys vis-a-vis engagement levels
  3. Sending regular updates regarding orders
  4. Sending personalized and exclusive deals based on cohorts
  5. Nudging the customers for cart recovery
  6. Pushing more sales
  7. Winning back inactive customers

In fact, AI-powered marketing automation tools like Wigzo offer you more than just vanilla automation. You can check out different automation examples for D2C brands and achieve the same with Wigzo.

Why is Wigzo’s Marketing Automation so Effective?

Wigzo’s machine learning technology turns the data into predictive insights and suggests the best engagement channel for your marketing activities. It tracks user behavior and understands the content, and builds global profiles accordingly.

Moreover, it processes the information to send your customers the right message at the right time, on a suitable device with personalized notifications and draws engagement.

Essentially, Wigzo aligns your SMS, email, web push, on-site banners, and WhatsApp campaigns to acquire more loyal customers and convert them faster. Its full-suite tools palette allows you to manage the entire customer lifecycles and online sales growth – all in one dashboard.

With Wigzo, you can;

  • Send broadcasts 
  • Create custom automation flows 
  • Nudge your customers to checkout faster
  • Recover lost carts

And do much more…

“One platform is all you need for sustained e-commerce growth!”

Want to know more about Wigzo? REQUEST A FREE DEMO.

Saad Mohammad

Saad Mohammad

Full-time marketer, part-time guitar player, and a football fanatic. Saad is a Digital Marketer with 6+ years of experience in the industry.

Subscribe to Our Blog Updates

Related Blogs

Close