The more data you collect with your newsletter, the easier it is to personalize your emails and adapt them to the needs of your recipients.
While "normal" newsletters have an opening rate of 25-30%, for example, you can also achieve opening rates of over 50% with good personalization. The more personal and attractive the newsletter is, the more the recipient looks forward to your mail. And that's what you want!
This is mandatory and should be standard for every newsletter.
How you proceed here depends entirely on your target group. I have decided to address my newsletter recipients with an appreciative "Du".
As mentioned above: The more data you have for personalization, the more individual you can write the emails.
However, you should only request a small amount of data when registering for the newsletter, since the number of people who subscribe to you (the conversion rate) is unfortunately lower than if you only request very little data. You can collect the additional data later and, for example, offer added value with this data.
If you know what your customer likes to buy, you can react to it. A connection of the newsletter system to an online shop would therefore be very useful. If you know the interests, you are also much better able to place individual Call To Actions.
Age groups, gender, profession, household size and income are important information in order to reach your target group as precisely as possible
Brilliant for chain stores, because how about listing the shops that are closest to the recipient in terms of distance?
There are different ways to include personal information in the newsletter:
The classic method.
Here your email marketing program replaces {first name} with the first name, eg "Thomas".
Entire text blocks can be displayed depending on whether values are wrong/empty or correct/set. For example, you could separate the self-employed and entrepreneurs if they need different approaches.
As you have already seen in the previous emails, placeholders can also be inserted into images or images can be modified in other ways by conditions.
You can react to the behavior of the customer in the shop, where you can, for example, follow up on unbilled shopping carts and systematically increase sales.
The new royal class is the algo, which writes parts of the newsletter using artificial intelligence or via a connection to programming interfaces. This technology is still in its infancy but will be more firmly established very soon.
