Personalization
Boost email engagement with personalization tags. Learn to use dynamic tags for tailored messages that improve open rates and boost engagement.
Last updated
Boost email engagement with personalization tags. Learn to use dynamic tags for tailored messages that improve open rates and boost engagement.
Last updated
Enhancing Email Campaigns Through Personalization with Tags
In today’s competitive digital landscape, personalization is no longer optional—it’s essential. One of the most effective ways to personalize email campaigns is by using tags. Tags allow you to dynamically insert details specific to each recipient, such as their name, company, location, or recent purchases, into the content.
This creates a more engaging, relevant experience that can significantly improve open and click-through rates, fostering stronger connections with your audience.
Tags are placeholders within your email content that dynamically replace generic text with personalized information specific to each recipient. For instance, if you have a contact named Sarah, you can use a tag like [FNAME] in your email, and it will automatically be replaced with "Sarah" when she receives the message.
Most email marketing platforms, including MailChimp, SendGrid, and SenderWiz, provide various tags to personalize elements like the recipient’s name, location, and company etc. Tags enable you to make your emails feel tailored without manually customizing each message.
In your email campaigns, various tags can be used for different types of personalization:
Link Tags: Tags like [UNSUBSCRIBE_URL], [UPDATE_PROFILE_URL], [WEB_VERSION_URL], and [SUBSCRIBE_URL] allow you to insert dynamic links for user actions. These links enhance user experience by making it easy to manage preferences or view the email online.
Date and Time Tags: Use [CURRENT_YEAR], [CURRENT_MONTH], [CURRENT_DAY], and [CURRENT_DATE] to add date-specific information. This can be helpful for creating a sense of urgency or relevance based on the current date.
Subscriber Information Tags: Tags such as [SUBSCRIBER_EMAIL_NAME], [SUBSCRIBER_EMAIL_DOMAIN], [FNAME], and [LNAME] allow for personalized greetings and email-specific content.
Random Content Tags: [RANDOM_CONTENT:abc] can help you add randomized elements, making each email unique and adding variety for recipients.
Using these tags thoughtfully in subject lines, greetings, and CTAs can significantly boost engagement and create a more tailored experience for each recipient.
The tags [FNAME] and [LNAME] are custom list-based tags. Before using them, please verify the custom tags available in your list for this campaign.
Here are some common tags used in email marketing and how they add value to your content:
Name Tags: [FNAME], [LNAME] or [NAME] to address the recipient personally.
Location Tags: [CITY], [STATE], or [COUNTRY] to mention their location.
Company Tags: [COMPANY_NAME] for B2B communication to address the recipient’s organization.
Anniversary/Birthday Tags: [BIRTHDAY], [ANNIVERSARY] to celebrate personal milestones.
Custom Tags: Depending on your audience, you might also create tags like [INTEREST_CATEGORY] OR [LAST_VISITED_PRODUCT_PAGE] for added relevance.
These tags help create a more natural and engaging flow in your email content, enhancing its impact.
Personalization tags can be strategically placed throughout various parts of your email to maximize impact:
Subject Lines: Grabbing attention right away by addressing recipients by name or referencing something specific to them.
Email Body: Use tags in greetings (e.g., “Hi [FNAME]”) and within the main content to tailor offers, recommendations, or relevant messages.
Call-to-Action (CTA): Make CTAs feel more personal, such as “View Your Recommendations” instead of a generic “View More.”
Sign-Offs: Add a friendly touch to sign-offs, e.g., “Best regards from your [CITY] team.”
By thoughtfully incorporating tags in these areas, you create a more engaging, customized experience for your readers.
Personalization tags offer several benefits:
Improved Open Rates: Emails that address recipients by name in the subject line or preview text are more likely to be opened.
Enhanced Engagement: Personalized content shows the reader that you’ve paid attention to their preferences, boosting click-through rates.
Increased Conversions: Personalized offers, based on user behavior or location, are more effective in encouraging purchases.
Better Customer Loyalty: When customers feel valued and recognized, they’re more likely to remain loyal to your brand.
Here are some examples of how you can effectively use tags in your email campaigns:
Welcome Emails: “Hi [FNAME], welcome to [YOUR_BRAND]!”
Product Recommendations: “Based on your last purchase of [LAST_PURCHASED_ITEM], we thought you might like these.”
Location-Based Offers: “Special discounts just for you in [CITY]!”
Abandoned Cart Reminders: “Hi [FNAME], you left [PRODUCT_NAME] in your cart. Ready to check out?”
These small adjustments can make a substantial difference in how your email resonates with the recipient.
To get the most out of tags, consider these best practices:
Don’t Overuse Tags: While personalization is beneficial, too many tags can make your message feel forced or overly complicated. Use tags where they make the message feel natural.
Ensure Data Accuracy: Incorrect information can damage trust. Ensure your customer data is up-to-date and error-free before using tags.
Keep It Relevant: Personalize based on what you know will resonate with your audience. For instance, mention a recent purchase rather than their general browsing history.
Test and Optimize: Conduct A/B testing to see which personalization elements lead to the highest engagement. Optimize your approach based on these insights.
Personalization through tags is a powerful tool to make your emails more engaging and relevant. By addressing your recipients by name, acknowledging their interests, and tailoring your offers, you can significantly improve your campaign performance.
As with all marketing strategies, remember that quality over quantity matters; a few well-placed tags can do wonders for your brand’s email reputation and audience connection.
Using personalization tags effectively turns standard emails into engaging, relevant communications that foster trust and loyalty—one tag at a time.
