Essentials of A Personalized Email Campaign

To set up a successful personalized email campaign, you need to follow the right methods. To starts personalizing, you do not need to reset your entire database or set up an entirely different campaign; simple changes here and there can help you get started. Here are the essentials that you need to have to set up a personalized campaign:

1. Collect Data for Personalization

Before you begin to personalize your emails, you need to collect the right data of your subscribers and customers. Any data that gives you insights about an individual can be used. The more information you collect, the more targeted your email campaigns can be. Data collection can be done in the following ways:

  • Using Sign-up Forms: Apart from the standard name and email address, add extra fields such as gender, location, birthday, etc., in the sign-up form. Capturing extra details helps you in creating more personalized and targeted emails.
  • Using Integrations: Get subscriber data such as past orders, total spent, location, purchase data, etc., by integrating your email marketing tool with your CRM or e-commerce platform.
  • Through Preference Center: The best way to get precise data from your subscribers is to ask them to set preferences in the preference center. This will give you information about what kinds of emails they actually want to receive from your brand.
  • With Third-party Apps: Integrate your email platform with third-party applications and import customer data from them.
  • With Behavioral Website Tracking: Track your subscribers’ activities and behavior to collect data about their interests and preferences.

2. Segment the Email Lists

Once you have collected all the necessary data, you now need to group the subscribers into various segments. Group together the segments with similar purchase histories, interests, and traits to send relevant and targeted emails.

The major criteria that can be used to segment your email lists are as follows:

  • Demographics
  • Psychographics
  • Geographic Location
  • Interests
  • Purchase Behavior
  • Browsing Behavior
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