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Go Beyond [First_Name] Greeting with Demographic Based Email Personalization

Email Personalization via Demographic Segmentation

Most marketers know that delivering relevant email content is important in accomplishing long-term customer engagement and loyalty, but few understand their customers as well as they’d like and many do not have a firm grasp on what qualifies as “relevant.” A recent Yes Lifecycle Marketing survey report found that 64% of brands do not personalize email copy, and over two-thirds do not use customer data to personalize the products and services featured in their emails.

Although personalization has been cited as the most important capability in marketing, it’s also something that even savvy marketers struggle with*. Major factors have contributed to the continued struggle, including lack of resources, inability to quickly gain insight, and poor data quality*. Marketers however shouldn’t let these challenges set them back, as there are simpler yet effective ways to ditch and blast email marketing. A great example is email personalization via demographic segmentation.

What is demographic based personalization?

The abundance of data points and methods available for customizing communications can be overwhelming these days. But email personalization doesn’t have to be complicated to resonate with your audience. Basic personal characteristics are still effective in creating truly personalized email content. These straightforward but often elusive attributes like gender, age, marital status, and presence of children also known as demographic attributes, paint a visual picture of your target customers and are therefore ideal for email personalization. 

What it entails

Data from demographic attributes can be used to customize multiple components of an email to create the right combination of imagery, messaging, and featured product, targeted for a specific email subscriber. When used alone or in tandem with other personalization attributes, marketers can craft highly compelling messages that encourage clicks and conversions.   

Why it works

Demographic segmentation is particularly effective because it takes advantage of fundamental customer information that does not change often. This makes data collection easy, quick, and cost-effective, unlike other forms of email personalization that may require more sophisticated marketing tools and a history of customer activity. The information collected can then be used to personalize email elements such as subject line, copy, and offer type to create an attention grabbing email that is uniquely relevant to each subscriber.

In many cases, marketers already have some form of demographic information collected from their customers. How can you leverage this data to better inform your email marketing strategy? Download our newly released Personalization Guide for more comprehensive step-by-step strategies and real-word creative examples of truly personalized emails based on 7 demographic attributes like age, gender, and marital status.

Author Bio

Gurjit Sandhu

Gurjit Sandhu has been in digital and direct marketing for over 6 years, delivering marketing and event management solutions in both fast-paced corporate and entrepreneurial environments. Energized by strategic thinking and the power of marketing technology, she collaborates closely with cross functional teams at Yes Marketing to spearhead multi-channel communications that highlight product innovations.