The most effective email marketing personalization checklist

  1. Build Customer Personas. Segmenting your customers works, as it worked generally with the personalization. To build your customer personas you will need multitudes of data.



Source: XTensio


  1. Define your goal with the email personalization, what do you want to accomplish, what will be the markers and traits of success.

  2. Set up your budget. From the statistics, you must already know what revenue to expect: emails having personalized subject lines have a 26% higher likelihood to be opened.

According to a VentureBeat/Campaign Monitor-published research email still beats all the digital channels with generating the highest ROI that can go up to a 38X return


  1. Select a Technology Partner for Personalization- They will empower you to accomplish your goals. E-mail personalization partners could be:

1.- providers that focus on email as a sole digital channel

2.- providers that help you in personalizing all of your digital channels


  1. Define your e-Commerce personalization strategies

5.1. Demographic view: This belongs to the simplest types of personalization strategy used in triggered email campaigns. Inserting the recipient’s name along with the possible benefit(s) of the desired user action (examples: buying, visiting, referring on a product, or subscribing to a loyalty program) definitely calls out attention from the swarm of emails.


5.2. Time- and location-based personalization: Certain times of day users show a higher probability to open and read e-mails. (for example: office workers are more likely to check emails during morning peaks and post lunch-itis) If you find these statistics too general, you must A/B-test and find out the highest probability with your special segments.


If your customers are in various locations across different time zones of the globe, you must use your customers’ locational data and input them into your email personalization application to send your emails at the most optimal times.


5.3. Session-based personalization: this is another common type of personalization:

-Offering content with product names following the recipient’s taste.

-Offering content with product images that are the same or similar to those that the user has already visited.


5.4. Recommendation personalization: More direct than the session-based personalization: following the rules of recommendations the subject and the body of the e-mail can contain products and product groups:

-that matches the user’s interests

-that matches the user’s purchase and store visit history

-that reflects on the interests of the users that have similar purchase and store visit history


5.5. Asking the Right Questions - if your email has an incorporated survey, prepare the answers and leave no room for rejection. To sharpen your email campaigns more targeted in the future, this type helps in the segmentation of your audience: straightforward and effective questions must be formulated on the way that any customers can find the perfect group to belong to.

You can ask your customers about their reasons for:

- visiting your store,

- subscribing to your newsletter,

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