In this case, we want to show you two good examples of personalization in Email Marketing. The first one belongs to Tous .
Taking advantage of the Alphabet accounting directors email lists collection, the brand decided to design an email where the jewel that the client received was personalized based on their initial. In this way, a very special bond of closeness was created with the user, demonstrating the degree of knowledge that the brand has of them and their interests.
We cannot deny that this email has great visual appeal and that it captures the recipient's attention when they see their name in the subject line and the image of the personalized pendant.
It is an excellent example of how to generate engagement and focus efforts on the users most likely to generate conversions. Without a doubt, success lies in identifying the opportunity that this collection (initials) offered and relating it to personalization (name).
The second example, from Bershka , stands out not only for its high level of customization, but also for its originality.
This email was sent at the beginning of the year to the brand's subscribers/customers to show them how their relationship with each of them was in the last year and to reward them with free shipping on their next purchase. The result? A different, original and innovative email. To achieve a campaign of this nature, it is necessary to use data based on the customer's shopping preferences and order history. Subsequently, a specific design must be created with the data that we are most interested in highlighting. In this case, Bershka has included the number of orders placed during 2019, the most purchased type of garment, their biggest "crush" and their favorite color.
Both brands are characterized by being examples of constant innovation in actions that make their email marketing strategy more effective and, as a result, they obtain campaigns as original and different as these.
