{"id":18485,"date":"2021-09-14T14:35:53","date_gmt":"2021-09-14T18:35:53","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=18485"},"modified":"2021-11-02T09:17:55","modified_gmt":"2021-11-02T13:17:55","slug":"email-personalization-techniques-go-beyond-targeting","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/09\/email-personalization-techniques-go-beyond-targeting\/","title":{"rendered":"Email personalization techniques: Go beyond targeting"},"content":{"rendered":"<h2>Segment lists to customize email newsletters, campaigns<\/h2>\n<p>Email receivers have a new definition of <em>spam<\/em>. They now use the word to describe generic mass mailings not customized to them \u2014 even if they signed up for the email in the first place.<\/p>\n<figure id=\"attachment_27510\" aria-describedby=\"caption-attachment-27510\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27510\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/09\/email-personalization-techniques-go-beyond-targeting\/email-personalization-techniques\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/email-personalization-techniques.png\" data-orig-size=\"199,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"email-personalization-techniques\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Just for you&lt;\/strong&gt; Segment lists, then use meaningful pieces of data \u2014 your recipient\u2019s dog\u2019s name, maybe \u2014 to nanotarget readers. &lt;a href=&quot;https:\/\/www.shutterstock.com\/fr\/image-photo\/close-woman-hand-throwing-red-arrow-1748915333&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Anucha Tiemsom&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/email-personalization-techniques.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/email-personalization-techniques.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/email-personalization-techniques.png\" alt=\"Email personalization techniques\" title=\"Email personalization techniques\" width=\"199\" height=\"300\" class=\"size-full wp-image-27510 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 199px; --smush-placeholder-aspect-ratio: 199\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27510\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/09\/email-personalization-techniques-go-beyond-targeting\/email-personalization-techniques\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/email-personalization-techniques.png\" data-orig-size=\"199,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"email-personalization-techniques\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Just for you&lt;\/strong&gt; Segment lists, then use meaningful pieces of data \u2014 your recipient\u2019s dog\u2019s name, maybe \u2014 to nanotarget readers. &lt;a href=&quot;https:\/\/www.shutterstock.com\/fr\/image-photo\/close-woman-hand-throwing-red-arrow-1748915333&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Anucha Tiemsom&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/email-personalization-techniques.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/email-personalization-techniques.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/12\/email-personalization-techniques.png\" alt=\"Email personalization techniques\" title=\"Email personalization techniques\" width=\"199\" height=\"300\" class=\"size-full wp-image-27510\" \/><\/noscript><figcaption id=\"caption-attachment-27510\" class=\"wp-caption-text\"><strong>Just for you<\/strong> Segment lists, then use meaningful pieces of data \u2014 your recipient\u2019s dog\u2019s name, maybe \u2014 to nanotarget readers. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/close-woman-hand-throwing-red-arrow-1748915333\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by Anucha Tiemsom<\/em><\/a><\/figcaption><\/figure>\n<p>As technology and targeting capabilities evolve, subscribers are used to getting just-for-them content. They have negative opinions of generic mass mailings and unsubscribe or delete them or put them in their spam filters.<\/p>\n<p>In this environment, send customized e-zines and email blasts, recommend the Nielsen Norman Group&#8217;s Kim Flaherty, Amy Schade and Jakob Nielsen, authors of <a href=\"https:\/\/www.nngroup.com\/reports\/email-newsletter-design\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6th Edition<\/em><\/a><\/p>\n<p>Here&#8217;s how:<\/p>\n<h3>1. Segment your list.<\/h3>\n<p>&#8220;There might be a good business opportunity in creating more targeted newsletters aimed at more granular audiences,&#8221; write Flaherty et al.<\/p>\n<p>So consider segmenting your list to offer more targeted, relevant e-zines and email blasts. Instead of producing an e-zine for, say, corporate communication writers, how about targeting subgroups like PR writers, email writers, web writers and social media writers? Or segment those who want to learn more about storytelling or clear and concise writing?<\/p>\n<p>&#8220;Because email newsletters are highly precise one-to-one communications, it\u2019s worth thinking of ways to serve smaller (but still substantial) subgroups within your market,&#8221; write Flaherty et al. &#8220;The more a newsletter speaks to somebody who feels overlooked elsewhere, the stronger their emotional attachment to their subscription.&#8221;<\/p>\n<h3>2. Ask for details during registration.<\/h3>\n<p>Is there a single piece of data you could get during the sign-up process that would help you deliver customized content? E-zine producers have customized content based on:<\/p>\n<ul>\n<li><strong>Dates.<\/strong> BabyCenter asks subscribers to share their due date on the sign-up page. Then it delivers an e-zine called, &#8220;My baby this week.&#8221;<\/li>\n<li><strong>Names.<\/strong> Vets and dog-food producers increase response rates by putting BoBo&#8217;s name in subject lines and email messages.<\/li>\n<li><strong>Location.<\/strong> Use ZIP codes to target nearby conference attendees, for instance. Or filter last-minute flight deals by recipient&#8217;s departure airport. Or deliver tomorrow&#8217;s weather in your town.<\/li>\n<li><strong>Gender.<\/strong> Parenting.com addresses subscribers as &#8220;Mom.&#8221; Why not tag subscribers by gender to avoid alienating the dads?<\/li>\n<li><strong>Preferences.<\/strong> Give readers a list of topics to tick off. Then send only what they ask for.<\/li>\n<\/ul>\n<p>If you ask for these details and preferences, use them. Subscribers assume that if they take the time to fill out the form, you&#8217;ll take the time to tag and target them.<\/p>\n<p>And give subscribers a chance to update their preferences via a link from the e-zine itself.<\/p>\n<h3>3. Use purchasing, viewing history.<\/h3>\n<p>Subscribers are sophisticated: They know how email targeting works.<\/p>\n<p>Consider this recipient of a Nike.com email blast, who wished she&#8217;d received more relevant product recommendations: \u201cThey could have directed me to styles I liked from previous purchasing habits,&#8221; she told a NNG researcher.<\/p>\n<p>Take her advice. Tailor content based on previous purchases and page views.<\/p>\n<p><strong>Sender, beware.<\/strong> But be careful with this approach. Make sure you&#8217;re segmenting based on good data. As a longtime Blue Apron addict, I get irritated when I get yet another eblast inviting me to give their service a try.<\/p>\n<p>And one Lyst shopper was surprised to receive a reminder to buy a dress she&#8217;d looked at on the website \u2014 after she had already purchased that dress and returned it because it didn&#8217;t fit.<\/p>\n<h3>Don&#8217;t fake it.<\/h3>\n<p>Don&#8217;t pretend to offer personalized content. Does your subject line say, &#8220;The latest industry news and events \u2014 curated just for you, Karelyn&#8221;?<\/p>\n<p>Then the message better contain curated-just-for-you information \u2014 and not just generic spam.<\/p>\n<h3>Learn more about customizing email subject lines:<\/h3>\n<ul>\n<li><a href=\"https:\/\/revvingupreadership.com\/2021\/08\/personalized-email-subject-lines-yes-or-no\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Tailor, don\u2019t personalize, email subject lines<\/strong><\/a>: Don\u2019t use their names unless you also customize content<\/li>\n<li><a class=\"locked\" href=\"https:\/\/revvingupreadership.com\/2021\/08\/go-beyond-personalized-subject-lines\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>How to tailor email subject lines<\/strong><\/a>: Take personalization beyond name-calling<\/li>\n<li><strong>Don\u2019t personalize, localize email subject lines<\/strong>: Avoid \u2018Ann, your e-zine is here\u2019<\/li>\n<\/ul>\n<p style=\"text-align:center; font-weight:bold;\">What techniques do you use to personalize emails?<\/p>\n<div id='MC-EMAIL-READ' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-15\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How can you get your emails read?<\/h3>\r\n<p>American professionals receive an average of 121 emails a day \u2014 times each of their two or more inboxes. No wonder 276 emails languish unread in the average inbox at any time.<\/p>\r\n\r\n<p><a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"1\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"1\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%; \" class=\"img-max\"><\/noscript><\/a>In this environment, how can you write email newsletters, email marketing campaigns and other emails that get read?<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>Find out at <a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><strong>Get Opened, Read, Clicked<\/strong><\/a> \u2014 our email-writing workshop.<\/p>\r\n\r\n<p>You\u2019ll learn to write email leads that get read (our fill-in-the-blanks formula will change your life), avoid the No. 1 reason people unsubscribe and pass a simple test for getting the word out via email on mobile.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>___<\/p>\n<p>Sources: Kim Flaherty, Amy Schade and Jakob Nielsen; <a href=\"https:\/\/www.nngroup.com\/reports\/email-newsletter-design\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6<sup style=\"vertical-align:text-top; line-height:100%;\">th<\/sup> Edition<\/em><\/a>; Nielsen Norman Group, 2017<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Segment lists to customize email newsletters, campaigns<\/p>\n","protected":false},"author":6,"featured_media":25112,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[158],"tags":[159,167],"class_list":{"0":"post-18485","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-email","8":"tag-email-2","9":"tag-subject-lines","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email 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