Personalization is a targeting method in which an email appears to have been created for a single subscriber. Personalization aims to provide subscribers relevant content to encourage engagement and maximize customer lifetime value.
Personalization techniques include:
- Adding a subscriber's name to the subject line or message body
- Creating user segments based on prior purchases, demographics, or firmographics
- Using a subscriber's location to create email content for their region
- Using a subscriber's areas of interest related to a product, service, or lifestyle
- Triggering content based on a user's behavior on a website or app
- Triggering content for an achievement or reaching a milestone
- Social media integration
- Responsive design to optimize the appearance of content viewed through different devices
