Personalizing the emails that you send out is important because it shows that you care about an individual recipient and makes your email seem less like a bulk entity and more like a notification. You can personalize your emails in many ways, including
- Addressing your subscribers by their names;
- Customizing the body of your email based on their activity on your site (such as adding a specific product to their cart) or by making note of things users have told you about themselves, including their age, gender, or location.
Because subscribers are more likely to interact with emails that have been customized and don’t appear to be mass mailings, personalizing your emails, you gain a better reputation with email providers (since they see that users are not ignoring or marking your emails as spam). Additionally, you build relationships with your users, which leads to a higher return on your marketing investment.
How to Personalize Your Emails’ Subject
You can personalize the subject lines of your emails to capture your readers’ attention immediately. To do this, open up the template for the email you want to personalize.
Next to the Subject line, click Personalize subject to display the list of fields for which you may include. You may choose from the following subscriber fields:
- Email address;
- Subscription date.
You may also choose to include the title of the first item in an RSS field instead of a subscriber field.
Once you’ve chosen the personalization field you want to include, click to include its alias. For example, if you want to include the subscriber’s email address, you’ll see your subject line includes
You can edit around this alias. For example, you might want your subject line to say, “Welcome! Your email address is email@example.com!” The subject line in your template would therefore be
Welcome! Your email address is %Subscriber:EmailAddress%!
How to Personalize Your Emails’ Body
In addition to personalizing the subject of your emails, you can personalize the body of your emails. To do this, open up the template for the email you want to personalize.
Click on the part of the body you want to personalize. You will be presented with an Options toolbar.
Click on Merge Tags to display the dropdown listing the fields you may include. Select the alias you want to include in your email.
You may edit around this alias. For example, to display “Welcome to our email, NAME”, you would include
Welcome to our email, %Subscriber:CustomField1%.