I’m in the online business of email marketing and I believe in this concept – connecting personally matters more than ever. As a content maker and personalized email campaigns marketer, I want my readers to connect to my words and stories at a personal level.
So, I write my content accordingly in my newsletters. My focus is on building meaningful relationships with my readers.
Custom subject lines, geo-targeting and adding the recipient’s name are examples of outdated techniques for personalized or individualized email campaigns. They are still helpful, but not as effective as they formerly were, in my opinion.
I can’t wait to share more and better ideas (and email tools like Icegram Express) with you on creating amazing, individualized email marketing campaigns.
Let me tell you what’s worked for me and what’s not in personalized campaigns.
7 most creative ways of personalized email campaigns
Automated behavioral trigger emails remain the top performer in personalized campaigns
Possibly the greatest feature of email marketing are automated behavioral trigger emails. They just work and that’s why I love them. I guess all email marketers are in awe of behavior-based email campaigns.
They are, in my opinion, among the best ways to engage your audience and tailor your email campaigns. I’ll explain why.
Behavioral trigger emails are automated emails that you send based on what your subscribers do on your website or in your previous emails.
For example, if someone signs up for your newsletter, you can send them a welcome email to introduce yourself and your brand.
Or if someone adds a product to their cart but doesn’t complete the purchase, what would you do? You simply send them a cart abandonment email to remind them of what they left behind and tempt them to come back and complete the purchase. Sounds interesting! right?
These types of trigger emails are great because they show that you care about your subscribers and their needs.
You are not just sending them generic messages that everyone else gets. You are sending them relevant and timely messages that match their interests and actions.
This way, you can build trust, loyalty and engagement with your email readers.
Icegram Express is an all-in-one affordable email marketing software for WordPress and WooCommerce platforms. You can use this WP plugin to get better with automated email sequences or behavioral trigger emails.
The best thing is that this WordPress plugin comes with a ton of free features (download here) that will help your email marketing be both economical and constructive.
If you already have a big email list, you can directly start with the Pro or Max version.
Let’s explore some popular forms of behavior-based trigger emails. If you don’t know what I’m talking about, find this image below.
It displays an example of a newsletter that was delivered to a consumer who unexpectedly stopped using the service without purchasing a premium subscription.
Cart abandonment emails: Your shopping cart’s best friend
Let’s say, you’re eyeing those trendy white sneakers online. You just add them to your cart and make the payment but get stuck or distracted. The purchase never happens.
But after some time, a cart abandonment email swoops in from the seller. Did you notice? It’s just the seller telling or reminding you – to complete the purchase and give a sale.
Many buyers notice such automated reminder emails and do complete the purchase. Amazing, right?
Transactional emails: Building trust in every purchase
I believe these ecommerce-based emails are the unsung heroes of the online shopping ecosystem. They reassure you that your purchase is secure, your information is safe and that new gadget you’ve been eyeing is on its way to you.
A vast majority of brands and email marketers use these emails and try to upsell their products and services. This trick has produced incredible results for me.
If you send a smart transactional email that meets the customer’s wants at that particular moment, a buyer who has already made a purchase from your site would not hesitate to buy another one.
Welcome emails: Roll out the red carpet for newcomers
First impressions matter, right? Welcome emails can be your best ally to make a solid first impression. I don’t like to mess too much with my welcome emails.
For me, these emails are like a friendly guide. They show my readers the path around.
Usually, welcome emails are used to set expectations, introduce the brand and make the email readers feel at home.
Special occasion emails: Celebrating milestones together
Everyone loves a thoughtful friend who remembers birthdays and anniversaries. Apply that to emails and you have a powerful tool at your disposal.
Birthday emails, anniversary emails – they show you care and might even come with a little surprise!
What I believe is that these automated behavioral trigger emails humanize your brand. They create a connection, a conversation and set long-term prospects safe.
It’s like having a friend who knows when to nudge, when to celebrate and when to say, “Hey, we miss you.”
Here’s a list of things that didn’t go well when I tried these behavior-driven automated emails.
- Overly frequent email reminders
- Impersonalized and repetitive content (it’s never a good thing in email marketing)
- Incorrect timing (If the trigger emails are not sent at the right time or if there’s a delay, they lose their potency)
Also read: Harnessing the power of behavioral targeting in email marketing
User-generated content (UGC) makes personalized email campaigns more powerful
UGC has become the best partner for online businesses and entrepreneurs, including CTOs and CMOs.
UGC is any content created by your customers or fans, such as reviews, testimonials, photos, videos or social media posts.
UGC showcases how real people use and enjoy your products or services. UGC can be reused for a purpose. You can display them in your newsletter or website and let other email readers know.
I love using UGC in my email campaign(s) because it makes them more personalized and engaging.
Instead of just telling my subscribers how awesome my products are, I can show them how other customers feel about them.
This way, I can create a sense of community and belonging among my subscribers and encourage them to share their own experiences with my brand.
For example, I recently launched an email campaign for a client. It was about their new line of organic skincare products. The client hired me for email marketing. They want to spread the word about their new products.
Instead of just sending a promotional email with product descriptions and prices, I decided to feature some UGC from the client’s Instagram followers who had tried the products and posted their feedback.
I then created an email campaign that showcased these UGCs, along with a catchy subject line, a clear call-to-action and a discount code for the new products.
The result was amazing!
The email had a high open rate, click-through rate and conversion rate. My client also received a lot of positive responses from their subscribers.
Things that don’t work as per UGC mandate –
- Low-quality or poorly-written or un-edited UGC (always detrimental)
- Outdated UGC (old information never impresses)
- I used UGC without telling the stories behind it. It failed miserably as I forgot that strong contextualization is critical in UGC
Personalized product recommendations are too invaluable to ignore
Have you ever noticed that companies like Amazon, Best Buy and Walmart send you emails with tailored purchase recommendations? They frequently use this tactic.
These emails are terrific and offer more benefits.
According to McKinsey, such a personalization trick can increase sales by 10% or more and yield a return on marketing investment of 5-8 times.
The key is that you need to investigate and examine the user data. Using email marketing software such as Icegram Express, you can segment your email list into many categories.
All you need to do now is use Express (see live demo) to launch an automated, tailored email campaign for product recommendations.
For example, let’s say you run an online bookstore and you have a customer who has bought several books from the fantasy genre. You can use this information to send them an email with personalized recommendations of other fantasy books that they might like.
You can also include some reviews or ratings from other customers who have enjoyed those books.
Want to create a sense of curiosity and trust in your customer? Start sending personalized product recommendations using Express now!
Here are a few advice for personalized recommendations.
- If you have limited user data and insights, don’t send recommendations
- Avoid sending monotonous and predictable recommendations
- Poor segmentation of the email list isn’t going to work
Interactive polls and surveys are the new trend
Polls and surveys are super simple to create yet they give so much in return.
I use interactive polls and surveys to gather opinions, segment lists efficiently and more. I use tools like Typeform, SurveyMonkey and email marketing software like Icegram Express. Express also allows me to make engaging newsletters to push my polls and surveys.
You can also use SaaS email tools like MailChimp and AWeber but for me, these tools remain a costly affair.
You can also bring in infographic content to experiment alongside polls and surveys.
Consider the following as well – Let’s not mess it up.
- Don’t push old or outdated data in polls
- Avoid raising complex questions in surveys
- Don’t share irrelevant topics or vague matter
Playing with user data effectively to get an edge
One of my favorite ways to play with user data is by integrating a CRM tool and checking user activity on my website.
This way, I can see what my contacts are doing on my website, social media or other channels in real-time. This data helps me send them emails that are relevant to their interests and needs.
But I don’t just collect data for the sake of it. I have a clear plan for how I want to use it to personalize my emails. I think about what kind of emails would be interesting and useful to my customers and how I can use data to make them even more valuable.
For example, instead of offering the same sale to every subscriber, I use data to tailor my discount emails.
I might offer a discount to every person who bought my most popular product in the last few months to encourage them to buy again.
Or I might offer a free trial to every person who visited my pricing page but didn’t sign up.
Find all integrations that works with Icegram Express here.
Organized links and less bogus text content are a must-have
When it comes to email marketing, I try to focus on more than just writing the perfect individualized message. My goal is to provide value throughout the entire process for my subscribers.
To do this well, I put a lot of thought into linking out strategically from my emails.
For example, I always double-check product links are up to date before sending. The last thing I want is for someone to click, expecting to buy something, only to find it’s no longer available.
I also build targeted landing pages for different subscriber types.
For loyal customers, my pages might spotlight exclusive deals. But for new subscribers, I keep things light, simply sharing my brand’s story and testimonials.
By tailoring my content and offers in this way, I aim to understand each reader as an individual. Whether it’s through my emails or landing pages, I want them to feel heard at each step.
Of course, there are pitfalls to avoid too. Too many links can overwhelm and generic ones damage trust. Long or cluttered pages lose people fast.
So, I keep things concise, with a clear call to action in every section of the newsletter or campaign message.
My goal is a frictionless customer journey, from inbox to potential order.
If I can build understanding and care into each touchpoint, loyalty will follow. That’s the real win for any business.
Can Icegram Express WP email marketing tool help? Yes, it can. Express helps you make eye-catching newsletters to make links look more organized.
You might like this – 5 best WordPress newsletter plugins for 2024
Sending product sneak peeks is very rewarding
Want to build instant anticipation and curiosity? Product sneak peeks can be our perfect partner in a personalized email campaign(s).
Top email marketing agencies and digital marketers frequently use product sneak peeks in their email marketing content. It can be in the form of a teaser, preview or hint about what’s coming.
For example, if you are launching a new line of clothing, you can send an email with some photos of the fabrics, colors or patterns you are using, but not the actual designs.
You can also include some catchy headlines, such as
- “You won’t believe what we have in store for you”
- “Something amazing is coming your way”.
This will make your audience eager to see more and keep them hooked until the launch date.
Another example is if you are releasing a new software feature, you can send an email with a screenshot or a video of how it works, but not the full details.
You can also ask your audience to guess what it is or how it will benefit them. This will create a sense of engagement and interaction with your audience and make them feel like they are part of the process.
However, there are some things that you should avoid when sending sneak peeks. Here are some of them:
- Don’t send too many sneak peeks or too often. This will make your audience lose interest or feel overwhelmed. You want to keep them curious, not bored or annoyed.
- Don’t send sneak peeks that are too similar to your existing products or competitors’ products. This will make your audience indifferent or skeptical. You want to show them that you are offering something new, unique and valuable, not something they already have or can get elsewhere.
These are just a few ideas to get you started with a phenomenal, individualized email campaign.
Remember, the key is to
- Put yourself in your reader’s shoes
- Speak their language
- Offer genuine value to readers
Now that you know the creative ways of personalized email marketing, let me share some cool tricks on how to make email campaigns even more personalized and effective.
Tips for creating individualized email campaigns for email readers
Here are four tips I’ve learned that make a big difference in personalized email marketing campaigns.
Tip #1 – Pictures say so much during digital communication. Whether it’s a scenic shot or a product photo, adding visuals gives subscribers a glimpse into my world.
If I know certain customers love hiking, a landscape image could really resonate. Of course, privacy is important too. But taking care to personalize with relevant imagery adds warmth no words alone can match.
Tip #2 – I also try sending one-time special offers tailored just for individuals.
In the past, offering a friend cooking classes at half price for his birthday was a hit. It showed I cared about his interests. Making readers feel seen is so powerful for building relationships over time.
Tip #3 – Lastly, well-timed emails just make all the difference.
Some people I know cruise early, while others prefer evenings. By observing patterns, I can welcome folks at their convenience.
Tip #4 – AI tools help improve email marketing campaigns. At this moment, it is the ultimate reality.
Numerous incredible AI-powered tools have entered the market thanks to advances in machine learning and artificial intelligence and many of these may be applied to email marketing campaigns.
My advice is to make use of as many artificial intelligence (AI) tools as possible to research, add variety and overcome tedious tasks.
These tips have really paid off.
My messages feel more meaningful and subscribers respond more positively as a result. I hope others can find success putting their own personalized stamp on campaigns too.
Hello personalized email campaigns! Here I come
So, there you have it – seven ways to create personalized campaigns that truly resonate with your email audience.
I can say this now – meaningful connection requires effort, but it’s worth it when you’re doing email marketing.
My goal in each personalized email campaign is to create a community where we all feel supported and acknowledged.
Remember, in email marketing or email campaigns, personalization is not just a nice to have. It’s a must-have. So, go ahead and give it a shot. And add some magic with AI tools, I promise you won’t regret it.
Use Icegram Express to make personalized email newsletters and grab the readers’ eye during your email campaign. Find out Icegram Express documentation to learn about the technical. The support team is always there to help you.
Finally, if you’re also doing email marketing campaigns, do send your input. Your input is crucial; I want to learn how to better serve through future editions.
Your wisdom fuels my journey as a content generator, publisher and marketer.