Successful email campaigns depend on whether they feel personally relevant to the recipient.
A 2013 Experian study indicates personalized emails have a 29 percent higher open rate and a 41 percent higher click-through rate than emails without any personalization. Personalization can be as simple as incorporating the names and locations of your customers. That can make an email feel like you’re addressing an individual and only delivering the information that matters most to them, such as events in the city where they live.
You can also customize your messages based on individual behavior and history. Just follow the simple rule to be helpful above all else, and be mindful of overstepping your boundaries. That could mean reminding someone about an abandoned shopping cart item, checking in to see whether someone’s happy about an order or experience, or providing useful information about how to get more out of a product or service.