We live in a world flooded with information, where unique deals and the best prices await you at every turn. Personalization is a tool that can help your message stand out and make the experience journey more enjoyable. Create a personalized email to build and nurture relationships with customers. Here is how to do it best.

 

Personalization & the Customer Journey

Tailoring your emails based on what you know about your customers works great regardless of the customer's journey stage. In the awareness stage, it helps establish trust and grab attention. In the consideration stage, where relevance is key, personalized emails will lower spam complaint rate. Emails that notch clients towards conversions are relevant and engaging. What helps you write such emails? You guessed it - content personalization. Combine it with great design and voila - conversions skyrocket. The loyalty stage, it can impact the NPS score and extends their digital journey.

It's important to engage customers and show them a deeper level of appreciation through personalized email marketing and build long-lasting relationships with them. Here are our tips on how to do it:

Beginner level

• First name: when creating a sign-up form, ask your visitors for their first name (we recommend leaving the surname out), use it in subject lines and email greetings. It will grab the reader’s attention and make the content more personal. Tip: don’t forget to include a default name (here is how to do it in Klaviyo: Using The First Name Code | Klaviyo Community).

 

• ‘From’ name: personalization works both ways; it’s also about humanizing your brand and making the communication feel more personal. Include a person’s name (e.g. owner’s) to the sender’s name, and you will see what a difference it makes. It’s much nicer to get emails from ‘Lizzi from Elevate Email’, rather than nonreply, right?

 

•  Birthday: in a sign-up form ask also for the customer’s birthday. It will allow you to send them wishes on their special day and make them feel appreciated. To make their experience even better, consider offering an incentive. Tip: in Klaviyo, use a second pop-up page after the primary one to avoid clutter.

 

Advanced level

• Preferences: The preferences page is your secret weapon. Use it (or a footer signup form) to ask what topics interest your customer the most. This way you can send them information that is most relevant to them. For example, with Serax, we used it to display dynamic images in emails based on their collection preferences (read more about the Serax case).
  
  
•  Sizes: This tip deserves special attention from fashion brands. Monitor the preferred sizes, not only can you send relevant content, but also have a button to directly add the right size to the cart, straight from the email. It’s a great way to improve your email click-through and conversions.
  
  
•  Gender-based: knowing the gender of your customer can be helpful when sending email campaigns. However, be mindful of this personalization feature. Remember that not everyone who identifies themselves as a woman wants to receive Women’s Day wishes or emails exclusively about ‘for her’ collections. Think broader!

Pro level

• Product recommendations: In an ideal marketing scenario, cross-sell emails feature only relevant images. However, it's frustrating when they display unrelated items. What is Klaviyo its strongest side? Detailed segmentation! Segment your customers based on their last purchase and show them only relevant items that will surely catch their eye. 
  
  
• VIP customers: For better customer loyalty, you might want to reward your VIP customers. Who are they exactly? Well, that is up to your business to decide. They could be customers whose order value exceeds $500 or those who have made purchases more than X times. It can be a great idea to use a loyalty rewards integration for your Shopify store. For example, you can use Influence.io to make the experience even better.
  
  
•  Review-based personalization: If you're using a specific review platform (for Shopify stores, we recommend REVIEWS.io ), you can address every customer based on their experience with your brand. For example, reward customers who leave positive reviews with a discount. But also make sure that customers with less positive reviews are also noticed and addressed.

 

Conclusion

In email marketing, there are many tricks to reach those skyrocketing rates and revenue numbers, and personalization is one of the key ones. In fact, the research shows that the majority of customers expect personalization in digital marketing. In the world of information overload, it’s important to treat your customers right and establish long-lasting relationships. As a Klaviyo email marketing agency we know it first-hands and always keep it in mind when creating email strategies.