Personalize the emails to your customers

Email personalization has long meant robotically inserting your customer's name into the subject line. A research report from Yes Lifecycle Marketing shows, however, that personalization can be far more meaningful.

Marriott used an email subject line like "You're 2 nights away from Silver Elite status" to members of its rewards program.

Other subject line personalizations in the report include the recipient's insurance expiration date, their favoured sports team, the car make and model owned, or the name of the company representative the customer had dealt with.

Elsewhere, I discovered a dog walking company that injected the customer's dog's name into the subject line ("Want a Custom Emoji of Ridley?"), a language learning site that wrote, "Thanks for being one of our top 100 users," and an airline that saluted the customer (on the correct day) with "Happy Birthday!" and a gift.

In studies by Chadwick Martin Bailey, 47 percent of email recipients decide whether to open an email based solely on the subject line. Relevance to the recipient is an important element in that. Explore what data you have that might spark attention and delight.

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