{"id":27484,"date":"2021-09-12T08:33:07","date_gmt":"2021-09-12T12:33:07","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=27484"},"modified":"2021-09-12T10:53:01","modified_gmt":"2021-09-12T14:53:01","slug":"3-email-marketing-personalization-tips","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/09\/3-email-marketing-personalization-tips\/","title":{"rendered":"3 email marketing personalization tips"},"content":{"rendered":"<h2>Be careful using names<\/h2>\n<p>When should you use subscribers&#8217; names in e-zines and email blasts?<\/p>\n<figure id=\"attachment_27486\" aria-describedby=\"caption-attachment-27486\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27486\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/09\/3-email-marketing-personalization-tips\/email-personalization-tips\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips.png\" data-orig-size=\"451,300\" 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-tips\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;What&#8217;s in a name? &lt;\/strong&gt;Not much. Go beyond name-calling to tailor your message to your readers&#8217; best interests. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/hello-name-tag-sticker-on-white-498007852&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by EHStockphoto&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips.png\" alt=\"Email marketing personalization tips\" title=\"Email marketing personalization tips\" width=\"451\" height=\"300\" class=\"size-full wp-image-27486 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips-300x200.png 300w\" data-sizes=\"(max-width: 451px) 100vw, 451px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 451px; --smush-placeholder-aspect-ratio: 451\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"27486\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/09\/3-email-marketing-personalization-tips\/email-personalization-tips\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips.png\" data-orig-size=\"451,300\" 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-tips\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;What&#8217;s in a name? &lt;\/strong&gt;Not much. Go beyond name-calling to tailor your message to your readers&#8217; best interests. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/hello-name-tag-sticker-on-white-498007852&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by EHStockphoto&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips.png\" alt=\"Email marketing personalization tips\" title=\"Email marketing personalization tips\" width=\"451\" height=\"300\" class=\"size-full wp-image-27486\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips.png 451w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/09\/email-personalization-tips-300x200.png 300w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/><\/noscript><figcaption id=\"caption-attachment-27486\" class=\"wp-caption-text\"><strong>What&#8217;s in a name? <\/strong>Not much. Go beyond name-calling to tailor your message to your readers&#8217; best interests. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/hello-name-tag-sticker-on-white-498007852\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by EHStockphoto<\/em><\/a><\/figcaption><\/figure>\n<p>After all, there are plenty of good reasons for personalizing emails:<\/p>\n<ul>\n<li><strong>People are most interested in personal email messages<\/strong>, as well as in messages from organizations they&#8217;re affiliated with, according to a study by MailChimp.<\/li>\n<li><strong>Some 28% of U.S. internet users would be more loyal to a brand<\/strong> if its email messages were personalized, according to a survey by Fresh Relevance and YouGov.<\/li>\n<li>And given all the tools for email customization out there, <strong>readers have grown accustomed to receiving personalized messages<\/strong>. Ignoring this can make it look like you&#8217;re behind the curve.<\/li>\n<\/ul>\n<p>But name-calling in emails can be cheesy \u2014 even creepy \u2014 if you don&#8217;t handle it well. So use recipients&#8217; and subscribers&#8217; names <strong><em>only <\/em><\/strong>when you:<\/p>\n<h3>1. Have an established relationship.<\/h3>\n<p>Do subscribers have an account at your bank? Have they flown on one of your planes? Purchased one of your books?<\/p>\n<p>Then go ahead: Call them by name.<\/p>\n<p>And, given that you have this relationship, you probably know a few things about your subscribers. Use that information to truly personalize your material.<\/p>\n<p>(Note: The recipient&#8217;s signing up for your e-zine does not constitute a relationship with the subscriber.)<\/p>\n<p><span style=\"color: #1a1717; font-size: 20px; font-family: Arial, Tahoma, Verdana, sans-serif; font-weight: bold; margin: 10px 0px 5px 0px; padding: 0px; line-height: 24px;\">2. Won&#8217;t offend subscribers<\/span> with informality, fake familiarity or errors.<\/p>\n<p>People know that a computer somewhere \u2014 and not the sender herself \u2014\u00a0attached that name to that email.<\/p>\n<p>Using recipients&#8217; names doesn\u2019t make them feel special. Instead, it can feel cheesy. (It can also make recipients wonder what else you know about them.)<\/p>\n<p>Plus, be careful with errors. If subscribers misspell, fail to capitalize or insert a fake name during the subscription process, you, too will misspell, fail to capitalize or insert a fake name when you email them. (And don&#8217;t get me started on &#8220;Dear Email.&#8221;)<\/p>\n<p>Pro tip: Allow subscribers to change the name you use to address them in an <em>Update profile<\/em> link right from the e-zine.<\/p>\n<h3>3. Offer customized \u2014 and not just personalized \u2014 content.<\/h3>\n<p>Personalize your email message if you are delivering information:<\/p>\n<ul>\n<li>That subscribers requested on the sign-up page<\/li>\n<li>Based on subscribers&#8217; buying or search history<\/li>\n<li>Targeted to subscribers&#8217; location<\/li>\n<\/ul>\n<p>In these cases, using subscribers&#8217; names will help signal that they&#8217;re receiving customized information.<\/p>\n<p>Aeroplan, for instance, sent out a newsletter that included recipients&#8217; rewards balance and points history along with its current promotions. It used the recipients&#8217; full name on the subject line and in the body of the email.<\/p>\n<p>And Groupon&#8217;s daily newsletter listed deals only from the users selected city, making the information more useful and relevant.<\/p>\n<p>That&#8217;s customized, not just personalized.<\/p>\n<p>Note that including some information \u2014 names and partial account numbers, for instance \u2014 can distinguish your message from a phishing expedition and assure subscribers that you are who you claim to be.<\/p>\n<h3>Learn more about personalizing email subject lines:<\/h3>\n<ul>\n<li><strong><a href=\"https:\/\/revvingupreadership.com\/2021\/08\/personalized-email-subject-lines-yes-or-no\/\" target=\"_blank\" rel=\"noopener\">Tailor, don\u2019t personalize, email subject lines<\/a><\/strong>: Don\u2019t use their names unless you also customize content<\/li>\n<li><strong><a href=\"https:\/\/revvingupreadership.com\/2021\/08\/go-beyond-personalized-subject-lines\/\" target=\"_blank\" rel=\"noopener\">How to tailor email subject lines<\/a><\/strong>: 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; <em><a href=\"https:\/\/www.nngroup.com\/reports\/email-newsletter-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6<sup style=\"vertical-height:text-top; line-height:100%;\">th<\/sup> Edition<\/a><\/em>; Nielsen Norman Group, 2017<\/p>\n<p>\u201c<a href=\"http:\/\/kb.mailchimp.com\/campaigns\/previews-and-tests\/best-practices-for-email-subject-lines\" target=\"_blank\" rel=\"noopener noreferrer\">What are some best practices in writing email subject lines?<\/a>\u201d MailChimp, Dec. 8, 2014<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Be careful using names<\/p>\n","protected":false},"author":6,"featured_media":27486,"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":[458,3933,253],"class_list":{"0":"post-27484","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-email","8":"tag-e-zines","9":"tag-email-marketing","10":"tag-newsletter","11":"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>3 email marketing personalization tips<\/title>\n<meta name=\"description\" content=\"What\u2019s in a name? 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