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8 Brands Using Email Personalization Like Pros

JASON DENT - DEC 14, 2017

What is the first thing that comes to mind when you think of email personalization? I bet you thought of inserting a first name into the subject line. Although this is a good strategy, there’s much more you can do with personalization.

Personalization includes an array of awesome, data-driven techniques that bring in substantial ROI. These techniques include making recommendations based on past purchases, using dynamic content to fit consumer preferences, showing an understanding of purchasing history, and taking advantage of data to promote compelling offers.

Brands are using creative and diversified email personalization methods to increase brand engagement, foster customer loyalty, and, ultimately, work to please those 75% of consumers that are more likely to buy from a brand that personalizes messages.

Today, we’re sharing inspiring examples from 8 brands using email personalization like pros.

1. Sephora leverages VIP status

Sephora is killing it when it comes to personalization. Of course, they use personalization in the subject line, but they take it one step further by including personalization in the content of the email. It’s just one extra way to say, “Hey Allie, we care about you and your makeup preferences.”

Personalizing email copy isn’t the only thing Sephora does well. They also set up rules and triggers to send personalized offers to reward members of their loyalty program.

For example, they use “VIP status” as a trigger to send out more target offers to customers that historically purchase more online.

If the customer isn’t part of the loyalty program, or spends less than $200, then Sephora will send an email inviting them to see new skincare products.

Sephora gets an A+ when it comes to email personalization that works well in their favor.

2. Adidas segments their list based on gender

Adidas is another brand that knows how to cater to their customers. Adidas has two primary markets that differ in the types of shoes they purchase. Those primary markets? Men and women.

Rather than sending a generic email to all customers with all their shoes, Adidas segments their lists based on gender. Then, they can send an email highlighting hip, new men’s shoes to their male customers, and cute women’s shoes to their female customers.

Check it out.

As a consumer, it’s neat to know your favorite shoe brand won’t bug you with promotions that don’t interest you.

3. easyJet tells a personalized story

The easyJet 20th year birthday celebration campaign has to be one of the most innovative and creative campaigns using personalization to date.

For this campaign, easyJet used dynamic content, links, and images to tell a personal and different story for each easyJet customer. Each customer received a unique email that highlighted everywhere they had travelled with easyJet in the past 20 years.

Take a look at the email Alex received.

Alex got a quick reminder of all 12 different adventures in 8 different countries he experienced with easyJet.

Not to mention, easyJet offered him an awesome recommendation, Malaga, based on his past preferences. They topped it off with a call to action that works.

EasyJet also reported that their open rates from this campaign were 100% more than that of their typical newsletters.

4. Asics sends personalized follow-ups

Wouldn’t it be rad if you could act as a personal shopper and salesperson for each of your online customers?

Guess what? You basically can, and Asics can show you how. Asics doesn’t have a sales representative FaceTiming with each and every one of their online customers. But, they do track their customers’ purchasing activity and then they leverage real-time marketing automation information to send personalized email follow-ups.

For example, if a customer puts something in their cart and then abandons the cart for whatever reason, Asics will send a high quality reminder email urging the customer to return and complete the purchase.

About 3 in 5 shoppers say they plan to return back to the cart to complete the purchase, why not seize the opportunity to help them out?

5. Flight Centre segments based on customer data

As you can imagine, a travel company like Flight Centre has a diversified target audience, and sending out a generic email with all their flights and deals just wouldn’t be efficient.

So, what do they do to combat this problem? They compile customer data from email, back-end systems, and social properties to create highly targeted segments. These segments are based on past purchases, customer preferences, interests, location, and engagement.

The quick translation is Flight Centre segments their lists and uses dynamic content, so that customers that are interested in traveling to the Caribbean get emails about the Caribbean, and customers interested in travel to Northern Europe get info about flights to Northern Europe.

It may seem like magic, but it’s not. It’s just smart use of behavioral data collection and dynamic content with a splash of creative copywriting and nice design.

6. Mack Weldon makes cart-based recommendations

Personalization can be as simple as highlighting products you know your customers were previously viewing, or making recommendations based on other purchases your customers have made.

Mack Weldon uses this technique in their email marketing strategy and it works wonders. They collect data on customers’ carts, and then send emails with recommendations based on what the customer already has in their cart.

This technique helps remind customers to finish their purchase and encourages them to try more products they are bound to love.

7. Nissan sends out custom maintenance milestones

If you sell a product or service that comes with customer maintenance milestones, then personalize like Nissan.

Nissan keeps track of every customer purchase and then sets up different maintenance milestones. Once it’s time for a customer to bring their car in for maintenance, Nissan will send out an automatic reminder urging the customer to take care of their car.

It’s difficult to remember to do things like get the oil changed, schedule your 60,000-mile maintenance, change your air filters, etc. How great is it that Nissan takes the time to remind customers, so customers don’t have to remember? Plus, it increases the likelihood customers will take their car to the dealership for service, resulting in a boost for business.

For service-related industries, consider personalizing your reminders just like Nissan.

 

8. Monica Vinader personalizes images for max relevance

Monica Vinader kicked up their personalization game with a subject line that read, “This season it’s personal” and goes for maximum relevance by not only including the subscriber’s name in the body copy of the email but personalizes both images in the email with the subscriber’s initial. They can do this using dynamic content leveraging the first name data they have about their subscribers and it’s awesome.

Wrap up

These 8 brands aren’t afraid to go big when it comes to email personalization. By using customer names, utilizing dynamic content and images, tracking customer data, using rules and triggers, and segmenting lists, they are able to provide customers with access to the exact information they want.

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