Personalization, especially in the subject line, increases your open rate and makes an email more relevant for the recipient. You give them a feeling that this email was written just for them.
You make emails personal by using merge tags, which increases the likelihood of the email being opened.
Merge tags are dynamic piece of content that you can use in subject line, preheader or in email copy. On the right, you click on the personalization sign {•••}, click on “Contact” and then “First name”. This merge tag will appear as “[[contact.first_name]]”. The same process stands for inserting merge tags in SMSs.
An example of a first name merge tag in the subject line
First name merge tag in the email copy
Of course you can choose other merge tags as well. But we recommend using only the first name; otherwise, your copy will look like it was written by a robot. This is a basic personalization. When writing a personalized email, write like you’re talking to only one person.
You need to know your target audience to know which merge tags and what kind of personalization will have the biggest outcome. Also, use the words your target audience use, match their tone, and even consider when they read emails to optimize your sending times. That way, your personalization will be even more impactful - and you can expect more sales.