We found in our annual survey this year that three out of four marketers are personalizing their communications in email — which makes email the most personalized channel. This is great news, because with the volumes of email we all sift through every day, it doesn’t make sense to send irrelevant emails that will only serve to annoy your prospects and customers.

But are marketers really doing enough to personalize their email communications? We think the answer is no. In the same survey, we found that the most common tactic for email personalization is to include the first or company name in the subject line or message — followed by delivering tailored messages by audience segment. This is a great start, but there is so much more that you could do with email personalization to send messages that are individualized to each recipient.

With that in mind, we’ve compiled several articles that can help you get up to speed on what’s possible with email personalization. Hopefully, they give you some ideas to try in the new year!

5 Email Marketing “Don’ts” From the Experts

email marketing don'tsEmail marketing has been around for so long that you may think your team has it down pat. But just because it’s an established marketing channel doesn’t mean you can get complacent. We compiled some tips from industry experts like Joanna Wiebe, Ann Handley and Chad S. White to give you some email inspiration. After you read it, ask yourself: am I phoning it in when it comes to our emails? How could I do better in 2019?

Email Personalization Examples that Go Beyond the {First_Name} Field

email personalization examplesIf you’re like most marketers, one of the ways you could probably improve is in the area of personalizing individual emails. Are you personalizing the {first_name} field? Great! But is that all you’re doing? If so, you could probably benefit from this post that provides some examples of more in-depth email personalization in action. If you like these three examples, read our eBook for an additional 12!  

3 Types of Personalization You Should Be Using to Make Your Emails More Relevant

relevant emailsHow can you think more broadly about email personalization? This blog post addresses this question in detail. It’s a great educational article to help you get a handle on the three main types of email personalization: personalization at open time, triggered emails, and bulk personalized emails. If you feel like you could do more with email personalization next year, you’ll want to study this post.

How Personalized Emails Improve Customer Success and Loyalty

You could argue that emails sent to your customers are the most important emails to get right. Your customers expect you to know a lot about them, and they won’t be satisfied with generic messaging that treats them as strangers. This blog post offers suggestions on how to avoid spamming your customers with irrelevant information while treating them as unique individuals.

What Actions Can Be Used to Trigger an Email?

Most marketers are familiar with triggered emails — emails that are sent on a one-off basis once some criteria are met. But not all marketers know exactly what criteria can be used to trigger an email (it's more than just traditional cart abandonment emails!). If you want to trigger more emails in 2019, check out this post to learn about behavioral triggers, external condition triggers, and catalog or content triggers.

5 Ways B2B SaaS Companies Can Use Triggered Emails

triggered email use cases for SaaSFrom use cases across demand generation, customer success and internal notifications, there’s a lot more B2B SaaS marketers can do with triggered emails than you may realize. If you’re a SaaS company that didn’t do much with triggered emails in 2018, take a look at this blog post to brainstorm ways you may want to start in 2019.

4 Reasons You Should Be Personalizing Your Emails at Open Time

open-time email personalizationEmails that are personalized at open time, rather than send time, are more relevant because they reflect the most up-to-date information possible. But how does it work? What kind of information can be updated in the moment? When would you want to use it? It’s all explained in this post.

 

How Invaluable Delivers 1-to-1 Experiences to Collectors Across Website and Email

1-to-1 experiencesEmail is just one channel you use to engage with your customers, so your email campaigns can’t exist in isolation. They should reflect all you know about your customers across channels. Invaluable, a leading auction site, is a great example of a company delivering consistent personalized experiences across channels. Learn more about their story in this post.

Cyber Week is Over…Now What? 3 Ideas for Re-Engaging New Subscribers & Customers

re-engage holiday shoppersAfter the 2018 holiday season, you’ll (hopefully) have many new email subscribers that you can reach in 2019. Don’t waste the opportunity to turn these one-time shoppers into loyal customers! This blog post, written by Evergage retail experts, offers some advice on how to treat these new subscribers differently from the rest of your list and how to target them with relevant content to grow their interest over time.

How to Re-Engage Past Email Unsubscribers Without Violating the Law

re-engage past email unsubscribersIf email is an important channel for your company, any email address you collect is incredibly valuable. But you lose that value whenever a person unsubscribes or you collect an undeliverable address. You can’t legally email unsubscribers, but you can talk to them when they’re on your website. Check out this post for tips on how to re-engage unsubscribers to grow your email lists in 2019.

Final Thoughts

There’s always room for improvement in established marketing channels. And with email open and clickthrough rates in perpetual decline, it’s especially important to evolve your email marketing program. Testing new approaches to email personalization in 2019 will certainly be worth it!