Email Marketing Strategies

With great email marketing tools at our fingertips, it only makes sense to send personalized emails to our subscribers. At the end of the day, if we can get closer to creating the impression of a 1to1 communication with our subscribers we have made big leaps from many of the email campaigns out there.

Wells Fargo’s business banking has done a nice job with email personalization. Many email marketers simply insert a subscriber’s name and think they have accomplished personalization greatness. While this can of course be of benefit, there are additional pieces of data we can use to create a better experience for our valued subscribers. Remember though, it depends on your business, customers, and must make sense for your products and email strategy.

Looking at the email below from Wells Fargo, we see 4 points of personalization:

1. Total Points: Here they are dynamically inserting the reward points that this subscriber has earned. What a nice reminder!

2. Account Number: They also have the last 4 digits of the account number in reference.

3. Name: Being a b2b email, they opted to insert the business name in the Dear, field. This makes sense in this context.

4.Dynamic Rewards Suggestions: The last orange box in the main copy reads: “At ____ points you can select from…” Here, Wells Fargo is inserting a ‘next level’ point value, and using dynamic content to provide recommendations for rewards. Depending on the ‘point level’ a subscriber is at, different images and reward copy will be populated here.

A very simple design with effective email personalization. Sometimes it doesn’t take much at all to transform a generic blast email to a highly personalized communication.

- Forest Bronzan