Over 319 billion emails are sent and received each day — and that number is expected to reach 376 billion by 2025. That’s a lot of information to sift through.
So, how can publishers and advertisers possibly stand out from the crowd?
Three words: email personalization strategies.
Businesses must use a range of email marketing platforms, customer data sets, tools, and techniques to reach the right audiences with the most relevant messages — directly in their inbox. Otherwise, they risk getting relegated to the Trash or Spam folder, Or, perhaps even worse, just being plain ignored.
Especially when it comes to reaching Gen Z and millennials, email marketing personalization is paramount. In fact, roughly 65% of this audience wants personalized content based on their unique behaviors and interests, as Jeeng found in our 2021 Digital Publishing Consumer Survey. And two-thirds of Gen Z and millennials are more likely to subscribe to email newsletters if the content is personalized to their interests.
To help publishers and advertisers win over these personalization-hungry audiences, we’ll break down the top 3 personalized email marketing best practices.
Let’s get started.
1. Create audience segments with first-party data
Tap into the power of those subscriptions and use the email address — one of the most valuable pieces of first-party data — to understand what your customers want. From there, you can create unique audience segments based on different interests and behaviors, and reach each segment with targeted personalization strategies.
Rolling Stone, for example, delivers a range of newsletters for people interested in different content areas, such as breaking news, country music, and politics. Each offering represents a unique audience segment of people who’ve opted into one-on-one content that meets their preferences.
2. Use an algorithm to automate distribution
Automate your email marketing strategy with an algorithm that does the legwork for you. Meaning, it can sift through your data and pinpoint exactly which consumers to reach with which types of dynamic content.
Just look at Farmers’ Almanac. The legacy publisher more than doubled its email and push notification revenue by using Jeeng’s proprietary algorithm to deliver personalized, automated messaging.
“Because we’re able to send content that caters to a readers’ particular interests, instead of generic batch-and-blast emails, our click-thru rates and traffic on our website have both increased,” said Frank Pagano, digital marketing manager at Farmers’ Almanac. “Plus, we can track what each user engages with, and what they don’t, to continuously refine our content recommendations and timing.”
3. Monetize newsletters with personalized ads
Email personalization techniques aren’t just for organic content. They can also be used to launch paid ads, effectively monetizing email newsletters to help drive revenue and encourage customer engagement. With the right email marketing platform, you should even be able to deliver different types of ads — like text, native, display, and link ads — depending on your content needs and audience behaviors.
Take this email from Bloomberg, for instance. It includes sponsored content from tech company Darktrace, reaching customers who’ve already signed up to receive tech-related stories.
The platform for personalization
Jeeng is built to help you deliver personalized messaging that clicks — across email, push notifications, websites, and news reader apps. Our algorithm automatically gets to know your subscribers and delivers the content they want to see, so you can increase clickthrough rates and revenue at scale. From getting started with just one line or code to A/B testing email campaigns for optimization, we’ll be there each step of the way, so you can be as hands-on or hands-off as you wish.
Ready to launch your personalized email marketing campaigns? Reach out to get started.