1. Segment audiences
Segmenting your audiences is the best way to provide personalized content that resonates with subscribers. You can segment your audience based on recent purchases, actions taken on your website, and demographics.
Segmentation allows you to divide customers into different groups based on common features to help you determine who you should target based on what factors. For example, you can target individuals who have recently purchased the same product by sending them other product recommendations.
2. Use automation
If you want to make audience segmentation easier, using automation can help. For example, you can use a customer relationship management (CRM) platform to automatically group customers together based on actions they've taken on your site.
A good example of automation is cart abandonment emails. If you're an e-commerce business, you could be losing revenue due to abandoned carts, and one way to increase your revenue is to target subscribers who have left something behind in their carts and didn't finish the checkout process.
Cart abandonment emails are automations that allow you to target individuals who are interested in your products to remind them they've left something behind. Your emails can entice these individuals to finish the checkout process by providing them with an offer or deal for completing their purchase. In many cases, a simple reminder that they've abandoned their carts might be enough to bring them back.
3. Create dynamic content
Even if you're using email templates, your content can still be personalized based on the audience. Dynamic content allows you to send the same email campaign to your subscribers but personalize emails based on different factors.
Dynamic content can be changed automatically based on the audience receiving the email. For example, you can use dynamic content such as first name fields to use a subscriber's first name in the email subject line or body content.
You can also take dynamic content further by creating content for different audiences. For example, if you're a pet product company, you likely sell products for cats and dogs. Dog owners won't need to see content for cats, so you can send cat and dog owners the same email campaign but tailor the content to meet their needs. In this example, a dog owner would receive an email about dog products, while a cat owner would receive an email about cat products.