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1、The Email Personalization Handbook:Tips,Tools,and Examples How to craft memorable brand experiences that resonate with subscribersBuilding bridges:How personalization fosters human connection Imagine a chef preparing a meal with your favorite ingredients,or a playlist finely tuned with your most-lov

2、ed songs.This is the very essence of personalizationits about delivering an experience so tailored and unique,that it feels distinctly yours.As marketers,we should aim to nurture that same human-to-human connection whenever possibleespecially in an era dominated by artificial intelligence(AI).The av

3、erage person sees 10,000 ads daily,and cutting through the noise requires more than just delivering marketing messages;it requires making an effort to establish a real,human connection(and that means going beyond the MERGETAG).Not convinced?Lets look at the facts:80%of consumers are more likely to m

4、ake a purchase from a brand that provides personalized experiences.Personalized emails deliver six times higher transaction rates than emails without personalization.64%of emails are sent by companies that leverage personalization using dynamic content.This means personalized emails are an industry

5、standard.Good news:as email marketers,this is where our medium shines!In this guide,well explore the landscape of personalization,along with a comprehensive showcase of the possibilities that email personalization brings to the table.The Email Personalization Guide2Part 1:The personalization renaiss

6、ance 1)A new era:Marketing in a post-GenAI world 2)Email clients hunker down on security 3)Zero-and first-party data Part 2:Getting started with dynamic content 1)How it works 2)Preparing your data Step 1:Start with the basics Step 2:Assess how your data is structured Step 3:Standardize your data St

7、ep 4:Break the data into its smallest components Step 5:Map the data 3)Examples of dynamic content and automation Part 3:Making the most of your data with product feeds Part 4:A memorable subscriber experience starts with the details-Weather-Location signals-Countdown timers-Interest Signals-Live po

8、lls-Timing Table of contentsThe Email Personalization Guide3The Email Personalization Guide4Why personalizationand why now?The 2024 State of Email Survey found that 56%of marketers personalize less than 25%of emails they send.And we dont blame them!25%of marketers say one of the biggest challenges w

9、ith personalization is the collection and organization of datathe most important piece to getting started.Plus,email marketers are getting asked to do more.In 2023,23%of marketers said they had up to 5 emails in production at any given timeand in 2024,that percentage went up to 46%.Thats where a sol

10、ution like Litmus Personalize comes in!Complete with a collection of quick-start templates helping you create an impactful experience in the inbox,without all the heavy lifting and manual work each time.See how it works How did we get here?Part 1:The personalization renaissance Its a new era of emai

11、l marketingone that demands personalization to craft exceptional customer experiences.1)Marketing in a post-generative AI(GenAI)worldIn 2022,GenAI saw its most significant surge in popularity,thanks to the launch of ChatGPT and DALL-E 2.While AI seems to be sweeping the globe,a considerable amount o

12、f people are still warming up to it.Barna reports about a third of Gen Z(29%)and Millennials(32%)are more skeptical than excited about AI,and nearly half of Boomers(49%)say they are skeptical of AI.Given the sentiment around AI,marketers can expect“an increased demand for verifiably human content.”I

13、n short:incorporating a human touch to digital experiences,such as the inboxes of your subscribers,will not only set you apart but also become increasingly vital.1The Email Personalization Guide52)Email clients hunker down on securityIn February 2024,Gmail and Yahoo instituted a new set of rules for

14、 bulk senders,with the goal of creating a safer,more enjoyable experience for Gmail and Yahoo usersone with less spam,malware,and phishing attacks.The key to getting your email delivered to the inbox?Its all about sending relevant and valuable content to your subscribers.This principle sits at the h

15、eart of successful email marketingeven with proper authentication,failing to deliver content thats relevant could put your emails at risk of being marked as spam.How can you measure relevance?Your engagement metrics!They can help paint a powerful picture as to what your subscribers are resonating wi

16、th the most.In short:engagement metricslike click-through rates(CTR)will be important to keep a close eye on.Actions speak louder than words,and your emails can prove it!Tap into a plethora of engagement-boosting and trust-building tactics with Litmus Personalize.The best part?No coding experience i

17、s required to use them.See how it works 2The Email Personalization Guide63)In:Zero-and first-party data.Out:Third-party cookies.Despite persistent delays,the phase-out of third-party cookies is on the horizon.In early 2024,Google launched a new feature called Tracking Protection,designed to curb cro

18、ss-site tracking.What does this mean for marketers?Personalization strategies that have depended on third-party data will have to change.To facilitate a smooth transition,marketers should increasingly focus on their email programs as a proactive means to gather first-party data,ensuring its stored a

19、nd segmented effectively.In short:nows the time to double-down on building zero-and first-party data.And email is the perfect place to do that(think:click-capture strategies like live polls and sentiment trackers).3The Email Personalization Guide7An email marketers most dynamic friend Part 2:Getting

20、 started with dynamic content “Hello,%first_name”is cool and all,but have you tried going beyond the MERGETAG?While were big advocates of going beyond first name personalization,regardless of all the bells and whistles you might add to a personalized email,it all begins with the data.To craft even t

21、he most basic personalized emails,its important to not only collect data but also to store it securely and organize it in a way thats useful to your email marketing strategy.One of the hurdles that might intimidate you is getting startedwhether thats identifying the data sources,getting buy-in,or si

22、mply finding the time.Keep in mind:while there are different ways to use dynamic content,from easy to advanced,anyone can get started with creating personalized emails using dynamic content!All it takes is a good look at how your data is structured.Did you know:with a tool like Litmus Personalize qu

23、ick-start templates,no coding experience is required to create things like live polls,personalized images,and sentiment trackers.Our quick-start templates make it easy for anyone on your email team to use.Try it for free The Email Personalization Guide8The silver lining:once you get your data in ord

24、erand understand how and when to collect datayoull unlock the full potential for personalization in your email campaigns(more on that later!).Understanding how and when to collect data will determine the level of personalization you are able to apply to your email campaigns Start with:Work up to:Nam

25、e/emailSubscriptionsLocationMembershipsShopping preferencesLoyalty programsPurchase historyBrowsing historyYou need to deliver personalized emails by leveraging your data.But how does it all work?The Email Personalization Guide9How it works44%of marketers say they build two to three versions of ever

26、y email on average,while 18%build four to six versions.While we applaud the effort it takes to create multiple versions of each email,it isnt the most practical or scalable approach to personalization.Thats where dynamic email content comes in!Dynamic email content:email content that changes based o

27、n the subscribers personal data profile such as preferences,behavior,geolocation,and demographicsDynamic email content adds value to your email marketing strategy by making sure each email feels tailor-made when its opened.This can include simple personalization such as first name,countdown timers,s

28、ubject lines,or personalized copy.You can take things further by showing product recommendations based on site behavior or cart abandonment,offering promotions,special offers,providing weather-related suggestions,and using personalized imagery.Why dynamic content works It allows you to design engagi

29、ng customer experiences with ease.Build emails that truly engage your subscribers to boost brand perception and loyalty.It creates email experiences that drive action.From time-sensitive sales to low-inventory availability to limited-time event registrationbuilding a sense of urgency encourages subs

30、cribers to take action and engage with your brand.It eliminates the hassle of creating endless email versions in every campaign.Save time by letting the power of dynamic email content do the hard work for you,so your team can focus on innovating your email strategy.It incorporates personalization.Us

31、ing a content automation solution(like Litmus Personalize)empowers marketers to easily connect content sourceslike CRM data or product feedsto create dynamic and compelling messaging that goes beyond basic segmentation.The Email Personalization Guide10Preparing your dataStep 1:Start with the basicsN

32、avigating the rules of data collection,privacy,and permissions can be complex.For that reason,we suggest beginning with two types of data:zero-party and first-party.These are directly given to you by your audience.First-party data is also collected directly from your audience,but it dives into user

33、behavior.This includes information captured from interactions with your website.While it may offer deeper insights compared to zero-party data,both types are voluntarily provided by individuals.Zero-party data is information that customers willingly provide to you.This includes details like their na

34、me,employer,title,location,age,or birthday,typically exchanged for a free item or content.Interactive quizzes are also a popular method for gathering zero-party data by asking consumers about their preferences to guide them towards relevant products or services.The Email Personalization Guide11Step

35、2:Assess how your data is structuredStart by exporting your data from its source and examining the column headers.Take note of the information being collected.Then,delve into the terminology used to label the data to familiarize yourself with its language.Identify any similarities in the types of da

36、ta,even if theyre named differently.For instance,while one data source may label data related to“Womens Wear”as an abbreviation like“WW,”another might use the same abbreviation“WW”referencing a different data source,without elaboration.Step 3:Standardize your dataIn order to synchronize data across

37、platforms effectively,all sources must communicate using the same language.This means ensuring alignment of column headers and consistency in field information.Common errors in field data include:Singular and plural used in different cases(Dress vs.Dresses)Variations of how a country is spelled out(

38、US vs.United States vs.United States of America)Variations of how a state is listed(NC vs.North Carolina)Variations in how location data is collected(City,State vs.zip code)Duplicates based on spelling errors(HubSpot vs.Hubspot)The Email Personalization Guide12Step 4:Break the data into its smallest

39、 componentsWhen different data are grouped together in one field,its hard to target specific information.For example,if you mix city,state,and country in one field,its tricky to target by city alone.Keeping each type of data separate makes targeting easier.Using just one field limits how personalize

40、d your emails can be,which can affect sales.In retail,this is a common issue.For instance,if you put“Womens Summer Dresses”in one field,its tough to personalize emails featuring all summer items or just dresses.Step 5:Map the dataWhen youre comparing data from different sources,you might find that s

41、imilar data is labeled differently.For instance,one platform may use two fields for something while another uses just one.To sort out these differences and align the data,export it from the platforms and start by checking your column headers.What matches?Whats different?Basic types of dynamic conten

42、t Geolocation targeting based on CRM data,such as brick-and-mortar stores closest to the zip code in the recipients account profile or current location Weather content updates based on the weather in the subscribers location at the time of email open Interactive polling that allows recipients to see

43、 what is popular,and vote on what they like encourages continued engagement as recipients come back to see the results Device targeting that shows content relevant to the device used to view the email Popular or new item updates based on best-selling products or new releases that are likely to appea

44、l to a broad audienceThe Email Personalization Guide13Examples of content you can automate in email Individualized content or images based on:Preference center data Previous interactions Account information Loyalty program status Automated merchandising content such as:New products Related products

45、Sale items If/then rules based on CRM or CDP data,such as currency indicators triggered by profile location data Social feed counters embedding within an email that pull the most current“like”status from a profile or integrates content from your a social feed(like Instagram)Personalized images that

46、add details like a persons name to an imageLet Email Guardian keep a constant watch over your valuable triggered transactional emails.Be the first to know when something goes awrywhether its a broken link or slow-loading imageand rest assured that the email you built is the email they see.Learn more

47、 The Email Personalization Guide14The Email Personalization Guide15Whether youre new to email personalization or a pro,you can tap into email marketers most effective trends with Litmus.Email personalization for allEvery Litmus plan includes the tools you need to deliver the right message at the rig

48、ht momentwhile making sure its error-free and ready to drive resultsempowering you to make every send count.Get started todayPart 3:Making the most of your data with product feedsAs you begin to layer in personalization to your emails,keep a strategic mindset.Overall,you want to strike a delicate ba

49、lance of combining your audiences preferences with the action you want them to take.If youre in eCommerce or retail,consider:Tapping straight into your data feed for current inventory and pricing allows for more granular personalization.By relying on Google Shopping Feeds to dynamically display prod

50、ucts,you can reduce the chances of a bad brand experience.Connecting to a live data feed also shortens the buyers journey.Relying on a feed improves efficiency,shows product information in real time,and allows you to tap into CRM data to achieve advanced segmentation and personalization with your dy

51、namic content(and saveshours in email production!).Subscribers will see highlighted or suggested products based on when they open the email,allowing you to maximize your revenue opportunity and minimize customer experience friction.Customized communication feels thoughtfuland these tactics offer a p

52、erfectly tailored experience based on shopping needs and preferences.This can help improve your segmentation capabilities and boost efficiency with products that turn prospects into buyers fasterand keeps them coming back for more.The Email Personalization Guide16Part 4:A memorable subscriber experi

53、ence starts with the detailsDetails matter.As competition for subscribers attention in the inbox increases,delivering personalized content can go a long way.Adding something as simple as the subscribers name on an image can leave an impression long after they close the email.Consider inserting produ

54、cts in real time based on factors like“most viewed”or“most purchased.”You may also include individual recommendations based on current inventory data,price points,recent browsing history,or combining CRM data with your product feed.These approaches can make the experience personally relevant to subs

55、cribers while also increasing revenue potential.Ted Baker created an email campaign that displayed their most viewed and purchased products from the previous seven days.Products dynamically updated based on when the subscriber opened the email to provide the most current inventory and pricing availa

56、ble.CRM data was also used to show recommended products based on the subscribers preferred categories.The Email Personalization Guide17Examples of dynamic contentfeaturing examples powered by Litmus PersonalizeData and time-based personalizationBoux Avenue used time/date rules to create emails that

57、matched the current zodiac sign at the time of open.The entire campaign was automated,which allowed for fun and engaging content with room for easy adjustments.Kate Spade put personalization front and center by prominently displaying each subscribers name in the header image upon email opening.While

58、 simple in design,this customization stands out and is an effective way to make each subscriber feel valued.CUSTOMERS LOVE PERSONALIZATION.83%are willing to share data for personalized experiences.80%are more likely to purchase from brands that offer personalized experiences.The Email Personalizatio

59、n Guide18The right message,rain or shineWinter Park knows the weather and the latest snow accumulation are important to their audience.They created a fully automated email with the snow report alongside live information about ski lift times.For those already en route,this helps garner excitement as

60、they head out to the slopes.For those who havent committed to making the trek,this email could be just the nudge they need to get to the mountain to enjoy some fresh powder.ASOS combined name personalization with weather-targeted images to perfectly appeal to rainy day shoppers.Recipients received s

61、pecific,relevant images and messaging based on the weather in their location at the time the email was opened.Taking the extra step to acknowledge the conditions and offer a fun solution helped turn a dreary day into sales.The Email Personalization Guide19Location,location,locationUsing email to pro

62、mote nearby brick-and-mortar locations can help drive foot traffic as well as encourage those shoppers who prefer seeing products in person before buying online.Including location suggestions,along with specific details such as store hours,can be a powerful addition to your email campaign strategy.K

63、ate Spade encouraged subscribers to come shopping with them by adding a nearest store locator to their email.Based on the location when opened,the email triggered a map with the closest stores.And if there wasnt one nearby,they created a default message that led to the store location lists to help s

64、ubscribers plan their next shopping trip.The Email Personalization Guide20Countdown timersCreating a sense of urgency can be a great persuasive tool to get customers to take immediate action.Whether youre counting down the hours of a big sale or creating excitement for an event,countdown timers are

65、a powerful visual tool to build anticipation.The Ikon Pass prominently displayed a countdown timer in their email header to show subscribers the clock was ticking on low pass prices.They also took the opportunity to emphasize additional savings and perks of being a passholder.By fostering this sense

66、 of exclusivity,it encouraged action and created fear of missing out.Bulk used countdown timers in two very different ways,in one email.In the header,they displayed time left to purchase the deal of the day,creating urgency to shop.They also displayed upcoming promotions and timelines in the email.W

67、hen each became available,the email automatically unlocked and became shoppable.Adding automation based on time of open allowed emails to be relevant past the launch date.The Email Personalization Guide21Social proofShow,dont tell,with social proof in emaila powerful way to build trust and boost eng

68、agement.Subscribers love Interest Signalsproven by consistently higher click-through and conversion rates.Using a social media feed in emails is an easy way to show recipients what people are loving,and more of your brand.By automating the process,you can show social engagement in real time.Mamas an

69、d Papas layered multiple levels of personalization in their campaign for the upcoming arrival of a new baby.In addition to personalizing the name,they also created content relevant to the stage of pregnancy that week.Then,they included images from their Instagram feed to show other great ways to sta

70、y connected with contests and product updates.By encouraging subscribers to follow them online,they were building an audience they could continue to engage across platforms.180%more orders vs.control25%increase in total opensmore revenue vs.control190%+increase in revenue26%The Email Personalization

71、 Guide22Live polls Hunter created an interactive experience with their campaign promoting an update to their classic rain boots.By including a simple poll asking subscribers to pick their favorite boot,they were able to increase engagement while creating more interest around the product.Bulk Powders

72、 took advantage of the excitement for the upcoming London Marathon.Knowing their audience consisted of fitness enthusiasts,they created a campaign to gauge who was participating.While the poll was fun for subscribers to see how many people would be at the event,it also served as a way for Bulk Powde

73、rs to learn more about their audience.Knowing which subscribers were runners allowed them to better personalize future campaigns.The Email Personalization Guide23Emails with perfect timingChanging email content based on the time the subscriber opens skyrockets engagement.Open and click-through rates

74、 surge as customers re-open to see the latest content,offers,or deals.Timed offers or daily deals are strong strategies to keep customers opening,and allows brands to show more relevant content.Co-op delivered their latest recipes from their website straight to the inbox,but with an added twist.Inst

75、ead of showing the same choices at every open,the recipes updated to reflect the relevant time of the day.So,email recipients saw recipes for breakfast in the morning,lunch in the afternoon,or dinner options in the evening.The Email Personalization Guide24Reclaim browse or cart abandonersShoppers wh

76、o have browsed without taking action or filled their virtual carts and failed to make a purchase can be a huge opportunity for businesses to recover revenue.Taking the extra step to send an email makes shoppers feel valued;re-engaging may be just the motivation that they need.New Look used email to

77、entice their subscribers to purchase items viewed or left in their virtual cart.By customizing emails based on site behavior,they were able to focus on audiences more likely to convert.Endy displayed customer rating in an email,which immediately cements their reliability and builds trust.By simply c

78、onnecting with partners feeds,they were able to add the power of customer reviews.The Email Personalization Guide25Free email templates made for you.Get browser and cart abandoners back on the bandwagon with one of our free email templatestested and approved by our very own email artisans.Browse our

79、 collection The power of personalizationThe power of personalization for both brands and their subscribers is undeniable.When done right,it makes customers feel valued and builds a connection that creates trust and brand loyalty.Personalization through email allows marketers to reach subscribers at

80、all stages of the purchase journey,converting browsers to buyers and improving customer retention.For customers,the reassurance that brands are collecting data for their benefit,while securely storing their personal information,allows for better engagement and improves the overall experience.Bringin

81、g the hyper-relevant experience weve all come to appreciate(and evenexpect)in every email requires participation on behalf of each subscriber.Once that bond is created,the possibilities are endless.The Email Personalization Guide26Ready to engage your subscribers with powerful 1:1 experiences?Person

82、alization shouldnt be difficult.With the right technology in place,email personalization is achievable at scale and in every email you send.No matter what your business is,theres an opportunity to use automated email personalizationand benefit from it!Automate and scale the creation of personalized

83、email experiences with Litmus Personalize.Start your free trialA little about usHi!Were Litmus and we offer a complete solution for email optimization and personalization that helps email marketers like you create,personalize,test,protect,review,and analyze every email to create exceptional brand ex

84、periences for every subscriber.To learn more about us,please check out or connect with us on LinkedIn,Instagram,X,or Facebook.From solutions for effective email personalization to an airtight QA process monitored by cutting-edge emerging email technology and more,Litmus is here to help your email team make every send count.Want to stay in touch?Get how-tos,inspiration,and more from our newslettersfor email pros,by email pros.Subscribe todayThe Email Personalization Guide27