2 good examples of personalisation in email marketing

Email marketing personalisation is one of the trends that is here to stay. More and more brands and companies are starting to personalise their campaigns to provide subscribers with information and content of interest to boost engagement, clicks and conversions. We can say that it has become essential to provide the best user experience and take email strategy to the next level. 

In this case, we would like to show you two good examples of personalisation in Email Marketing. The first one belongs to Tous. 

Taking advantage of the Alphabet collection, the brand decided to design an email in which the jewellery received by the customer was personalised according to 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 can't deny that this email has great visual appeal and captures the recipient's attention when they see their name in the subject line and the image of the personalised pendant.

It is an excellent example of how to generate engagement and focus efforts on the users most likely to generate conversions. Undoubtedly, the success lies in identifying the opportunity provided by that collection (initials) and linking it to personalisation (name).  

The second example, from BershkaThe new, highly customisable and original design stands out not only for its high level of personalisation, 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 reward them with free shipping on their next purchase. The result? A different, original and innovative email. To achieve such a campaign, 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 type of garment most purchased, their big "crush" and their favourite colour.

Both brands are characterised 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.