{"id":3710,"date":"2022-05-18T08:00:00","date_gmt":"2022-05-18T12:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/more-than-a-name-13-ways-marketers-personalize-emails\/"},"modified":"2024-12-20T11:12:42","modified_gmt":"2024-12-20T16:12:42","slug":"more-than-a-name-13-ways-marketers-personalize-emails","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/more-than-a-name-13-ways-marketers-personalize-emails","title":{"rendered":"More Than a Name: 10 Ways Marketers Personalize Emails"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_60a2a2c1566ac\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">At the heart of email marketing\u2019s boom is <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-personalization-guide\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">personalization<\/span><\/a><span style=\"font-weight: 400;\">. More emails mean more competition in the inbox, making it harder for marketers to catch their audience\u2019s attention. One way to stand out? Personalization. That\u2019s why 55% of marketers are making personalization a priority, especially for their email program.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Based on our <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email\/\" target=\"_blank\" rel=\"noopener\">2021 State of Email<\/a> report:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> 9 in 10 marketers believe personalization is imperative to overall business strategy.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> 80% of customers are more likely to make a purchase from a brand that provides personalized experiences.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> 83% of customers are willing to share their data to create a more personalized experience.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> 76% of buyers expect more personalized attention from marketers to develop an intimate relationship with your brand.<\/span><\/li>\n<\/ul>\n<h2>What kind of personalization do marketers use?<\/h2>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-48065\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/top-10-email-personalization-factors-used-chart.png\" alt=\"top 10 email personalization factors used chart\" width=\"1224\" height=\"806\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/top-10-email-personalization-factors-used-chart.png 1224w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/top-10-email-personalization-factors-used-chart-300x198.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/top-10-email-personalization-factors-used-chart-1024x674.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/top-10-email-personalization-factors-used-chart-768x506.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/top-10-email-personalization-factors-used-chart-700x461.png 700w\" sizes=\"(max-width: 1224px) 100vw, 1224px\" \/>\n<p><span style=\"font-weight: 400;\">More brands are personalizing in more ways almost across the board since last year. However, less brands are using past purchases and past interactions with their website, products, or services as a way to personalize emails this year. This may be because companies are preparing for life after the loss of third-party cookies.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are many ways to <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/combining-segmentation-and-personalization\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">segment and personalize your emails<\/span><\/a><span style=\"font-weight: 400;\">, and marketers use multiple tactics throughout the year. Based on the data in the chart above, it isn\u2019t uncommon for email marketers to have used nearly four different tactics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Simpler personalization tactics, such as a user\u2019s name, are easy to include in all of your newsletters and transactional emails. Other tactics, like customer status and geolocation, could be particularly useful for specific campaigns or seasons.<\/span><\/p>\n<h3>Using the recipient\u2019s name is most popular<\/h3>\n<p><span style=\"font-weight: 400;\">Let\u2019s start with the reigning champ in <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\/\">email personalization<\/a>. 80% of email marketers stated that they use either a person\u2019s name or company name in their emails. This tactic is widely used for a few reasons. First, it\u2019s the easiest data to gather and implement. After all, even the shortest sign-up forms usually require a first name. Also, \u201cfirst_name\u201d is easy to apply to any email.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But the question that remains is whether or not it\u2019s enough. These days, the answer is no. The fact that most companies do it means it\u2019s expected, and therefore, shouldn\u2019t be the extent of your personalization strategy.<\/span><\/p>\n<h3>Segmentation drives personalization<\/h3>\n<p><span style=\"font-weight: 400;\">Data allows you to create more versions of your email to target different audiences at scale. As personalization and segmentation continue to drive optimization, the need for additional versions of emails goes up significantly.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More than 65% of marketers are creating at least two versions of an email on average. Nearly 16% are creating four or more.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-48066\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-number-of-different-versions-created-for-a-single-email.png\" alt=\"chart showing number of different versions created for a single email\" width=\"1225\" height=\"701\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-number-of-different-versions-created-for-a-single-email.png 1225w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-number-of-different-versions-created-for-a-single-email-300x172.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-number-of-different-versions-created-for-a-single-email-1024x586.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-number-of-different-versions-created-for-a-single-email-768x439.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-number-of-different-versions-created-for-a-single-email-700x401.png 700w\" sizes=\"(max-width: 1225px) 100vw, 1225px\" \/>\n<p><span style=\"font-weight: 400;\">And what\u2019s even better? Combining segmentation and personalization can be a powerful way to add sophisitcation and enhance your customer data to better inform your future strategies.<\/span><\/p>\n<h3>Scale personalization with automation<\/h3>\n<p><span style=\"font-weight: 400;\">In an effort to personalize and scale, <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-automation-to-the-rescue-how-to-get-started\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">automation<\/span><\/a><span style=\"font-weight: 400;\"> and artificial intelligence (AI) is critical for an efficient and effective email program. About 59% of marketers have made expanding automation a priority for their email program. Why? It\u2019s all about sending the right content to the right audience at the right time without the manual processes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers currently using email campaign automation apply it to triggered emails, drip or nurture campaigns, and email segmentation strategies.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-48067\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/how-automation-is-used-in-email-marketing.png\" alt=\"how automation is used in email marketing\" width=\"1224\" height=\"816\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/how-automation-is-used-in-email-marketing.png 1224w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/how-automation-is-used-in-email-marketing-300x200.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/how-automation-is-used-in-email-marketing-1024x683.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/how-automation-is-used-in-email-marketing-768x512.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/how-automation-is-used-in-email-marketing-700x467.png 700w\" sizes=\"(max-width: 1224px) 100vw, 1224px\" \/>\n<p><span style=\"font-weight: 400;\">According to our <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email\/\" target=\"_blank\" rel=\"noopener\">State of Email report<\/a>, the most popular emails to automate are the welcome series, <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/5-tips-to-creating-great-onboarding-emails\/\" target=\"_blank\" rel=\"noopener\">onboarding<\/a> or <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/post-purchase-emails\/\" target=\"_blank\" rel=\"noopener\">post-purchase emails<\/a>, and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/reengagement-winback-emails\/\" target=\"_blank\" rel=\"noopener\">subscriber re-engagement<\/a>.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-48068\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/emails-journeys-or-sequences-that-are-automated.png\" alt=\"emails, journeys, or sequences that are automated chart\" width=\"1224\" height=\"816\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/emails-journeys-or-sequences-that-are-automated.png 1224w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/emails-journeys-or-sequences-that-are-automated-300x200.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/emails-journeys-or-sequences-that-are-automated-1024x683.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/emails-journeys-or-sequences-that-are-automated-768x512.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/emails-journeys-or-sequences-that-are-automated-700x467.png 700w\" sizes=\"(max-width: 1224px) 100vw, 1224px\" \/>\n<h3>Get to know subscribers with A\/B testing<\/h3>\n<p><span style=\"font-weight: 400;\">Another way to learn more about your subscribers so you can create more personalized, optimized experiences?\u00a0<\/span><span style=\"font-weight: 400;\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ab-testing-foundation\/\" target=\"_blank\" rel=\"noopener\">A\/B testing<\/a>. Despite the benefits, 55% of marketers say they rarely or never A\/B test.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-48069\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-ab-or-multivariate-test-emails-frequency.png\" alt=\"chart showing a:b or multivariate test emails frequency\" width=\"1225\" height=\"701\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-ab-or-multivariate-test-emails-frequency.png 1225w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-ab-or-multivariate-test-emails-frequency-300x172.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-ab-or-multivariate-test-emails-frequency-1024x586.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-ab-or-multivariate-test-emails-frequency-768x439.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-ab-or-multivariate-test-emails-frequency-700x401.png 700w\" sizes=\"(max-width: 1225px) 100vw, 1225px\" \/>\n<p><span style=\"font-weight: 400;\">Why aren\u2019t marketers<\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/ab-testing-foundation\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> A\/B testing<\/span><\/a><span style=\"font-weight: 400;\"> more often? With changing demographics in fast-growing email lists, A\/B testing has become more challenging. Your subscribers and what they want could change in days. And with smaller lists, statistical significance has been all but impossible to achieve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So if you want to make a difference, you\u2019ve got to swing big. Test more significant changes rather than subtle differences, consider context like seasonality or promotions, and reference historical data.<\/span><\/p>\n<h3>AI is important\u2014but slower on adoption<\/h3>\n<p><span style=\"font-weight: 400;\">When it comes to machine learning and AI, adoption is low. 33% of marketers use AI in marketing in general, and 39% plan to in the future. However, our research shows only 14% use it specifically in email marketing today\u2014and they mostly use it for send-time optimization.<\/span><\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-48070\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-how-machine-learning-and-AI-are-used-in-email-marketing.png\" alt=\"chart showing how machine learning and AI are used in email marketing\" width=\"1224\" height=\"616\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-how-machine-learning-and-AI-are-used-in-email-marketing.png 1224w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-how-machine-learning-and-AI-are-used-in-email-marketing-300x151.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-how-machine-learning-and-AI-are-used-in-email-marketing-1024x515.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-how-machine-learning-and-AI-are-used-in-email-marketing-768x387.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/chart-showing-how-machine-learning-and-AI-are-used-in-email-marketing-700x352.png 700w\" sizes=\"(max-width: 1224px) 100vw, 1224px\" \/>\n<p><span style=\"font-weight: 400;\">The state of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-state-of-ai-in-marketing-for-today-and-the-future\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">AI in marketing<\/span><\/a><span style=\"font-weight: 400;\"> still has great potential to dramatically elevate your marketing program and help you:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Identify potential customers more quickly and accurately.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Deliver personalized content and product recommendations.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Drive higher engagement with your brand through relevant moments that matter.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While the science behind AI is complicated, getting started doesn\u2019t have to be. Roll out AI selectively by addressing tightly-defined and measurable use cases. Focus on enhancing existing programs where engagements are well understood, processes are defined, and outcomes benchmarked to fully monitor how the AI is working and driving value. Programs such as dynamic email content and email subject line optimization are great places to start your initiative.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email segmentation and personalization take messages that could be generic and turn them into ultra-targeted messages that convert. The simplest place to start is by adding subscribers\u2019 names, but don\u2019t let that be the end of your strategy. Ask subscribers for their <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-preferences-center-best-practices\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">preferences<\/span><\/a><span style=\"font-weight: 400;\"> and take advantage of customer behavior and insights to make their email experience unique.<\/span><\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-43741\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/02\/litmus-personalize-content-automation@2x.png\" alt=\"Photo of Litmus Personalize\" width=\"1380\" height=\"724\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Ready to level-up your personalization? <\/strong><\/p>\n<p class=\"zero\">See how Litmus Personalize, powered by Kickdynamic, empowers you to use email personalization to create individualized experiences at scale.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">Learn more<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><em><br \/>\nOriginally published by Steph Knapp on October 24, 2019. Last updated May 18, 2022.<\/em><\/p>\n<\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Discover 10 ways in which Marketers use personalization<\/p>\n","protected":false},"author":3,"featured_media":48059,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[10262],"blog_category":[10307],"class_list":["post-3710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-litmus-personalize","blog_category-email-personalization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>More Than a Name: 10 Ways Marketers Personalize Emails - Litmus<\/title>\n<meta name=\"description\" content=\"Discover 10 ways in which Marketers use personalization Learn the ten most common ways marketers personalize emails so you can stand out in the inbox.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/more-than-a-name-13-ways-marketers-personalize-emails\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"More Than a Name: 10 Ways Marketers Personalize Emails\" \/>\n<meta property=\"og:description\" content=\"Discover 10 ways in which Marketers use personalization Learn the ten most common ways marketers personalize emails so you can stand out in the inbox.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.litmus.com\/blog\/more-than-a-name-13-ways-marketers-personalize-emails\" \/>\n<meta property=\"og:site_name\" content=\"Litmus\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/litmusapp\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-18T12:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-20T16:12:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2019\/10\/illustration-of-laptop-with-email-personalization.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1380\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@litmusapp\" \/>\n<meta name=\"twitter:site\" content=\"@litmusapp\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"More Than a Name: 10 Ways Marketers Personalize Emails - 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