Enterprise email marketers face a tough challenge with trying to stand out in overcrowded inboxes. Subject lines, send time, and email design all matter, but if you really want to stand out, two strategies rise to the top — personalization and interactive emails. Each works well on its own, but when combined, they can take subscriber engagement to the next level.
Make it more relevant with email personalization
Email personalization has come a long way since the days of simply adding a subscriber’s first name to the email copy or subject line. Today’s tools allow marketers to use real-time data, predictive modeling, and AI-driven recommendations to deliver highly relevant content.
That could mean showing a product recommendation based on browsing and purchase history, updating loyalty program details based on tier status, or tailoring promotions around local events or weather. Done right, email personalization helps you cut through inbox clutter and provide value that feels unique to each subscriber.
It’s also worth thinking beyond narrowing through personalization to also consider expanding through personalization. For example, if a subscriber bought hiking boots, clicked on camping gear, and lives in Colorado, predictive personalization might suggest content about national parks or outdoor photography. An email personalization strategy focused on expanding the audience rather than narrowing it creates new opportunities to connect with your customer.
Boost engagement with interactive emails
Interactive emails invite subscribers to take action without leaving the inbox. Think quizzes, polls, carousels, countdown timers, or tabbed content. Instead of passively reading, subscribers get to explore, click, and engage.
The benefits are twofold: your brand stands out with a more engaging experience, and you collect valuable first-party data based on how subscribers interact. Of course, interactive emails require more time for both coding and testing, since not every email client supports them equally. But with the right design and fallback options, interactive emails can deliver stronger engagement and conversions.
The power of personalization and interactive emails
Email personalization delivers relevance, while interactivity delivers engagement. Put them together, and the results are even stronger. Imagine a travel company sending a quiz to help subscribers choose their next trip — with recommended locations based on their prior travel history and browsing history. They’re personalizing the recommendations but also making it an interactive experience with the quiz.
One thing to keep in mind with personalization and interactive emails is to start with a clear strategy. Every element should serve the customer journey, not just add something flashy to the email. With a clear strategy in place for where to use both personalization and interactive elements, you can deliver a truly unique email experience to boost engagement and results.
Ready to learn more?
Personalization and interactive emails aren’t a quick fix — they’re part of a long-term strategy to build stronger relationships and drive measurable results. To explore the pros and cons, best practices, and real-world examples, download our white paper, Personalization and Interactive Emails: Next-Level Engagement for Enterprise Email Marketers.
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