4 Ways to Customize Email Campaign Designs for Different AudiencesReading Time: 6 minutes
Everyone has unique interests, lifestyles, and preferences, so why not customize email campaigns for all your subscribers? Email personalization has the power to increase your open and click-through rates, so you don’t want to miss out. In fact, studies have shown when you customize your email marketing campaign’s subject line, the email is 26% more likely to be opened.
With segmentation and personalization on your side, your brand’s ROI and revenue can also increase. Reports from Experian show that personalized emails deliver transactional rates six times higher than their less-specific counterparts.
We have access to more information than ever before, and personalization allows brands to deliver content relevant to each specific subscriber. When brands customize email marketing campaigns, it increases the odds that your offer will stand out amongst a sea of generic emails, delivering the results that your brand deserves.
Ready to learn ways that you can customize your email campaign for peak audience engagement? Let’s dive in!
What Is Email Personalization?
Personalization is arguably the most crucial element of creating a successful email marketing campaign. Simply put, personalization means creating a campaign for a specific subscriber with the data that has been collected from their activity or account. The information you use to personalize your campaign could range from their shopping history, personal demographics, area of residence, how often they use your brand’s website or any other data you prefer.
The level of personalization that you use can be simple or complex, depending on your goal and the amount of data you can access. In the past, even basic email personalization was highly effective, though now it is becoming more commonplace — the standard, rather than the exception. However, not every marketer has access to extensive data. In that case, even simple touches of personalization are still helpful. For example, including the subscriber’s name in your subject line or campaign design.
In contrast, advanced personalization typically requires the use of segmentation. Email segmentation is a marketing strategy in which brands divide their audience into groups based on the most relevant demographics, including the subscriber’s location, age, or gender. Once your subscriber list is segmented to your liking, you can use email personalization tactics to create a particular campaign and garner your desired response.
Ways to Customize Email Campaigns
By Age Group
Customizing your email campaigns for specific age groups is a wonderful way to support your marketing efforts. Ensure that you pay close attention to the differences between generations. A campaign that one age group finds engaging, amusing, or relevant may not be interesting to someone born in a different time.
Furthermore, each age group will have its own specific needs. An older demographic may favor clear, high-contrast designs with large text to make the information easier to read, while the trending slang and imagery that appeals to younger target audiences will likely not appeal to prior generations.
Depending on your brand, you may want to personalize your campaign with decade-based imagery that creates a nostalgic feeling for people that have lived through a particular experience. Or use modern aesthetics, pop culture, and references to ensnare a youthful audience.
The campaign below from Penguin Random House is a perfect example of how your email marketing campaign can appeal to the younger crowd by using text message style graphics and emojis:
Of course, everyone has their unique interests, so why not appeal to them with your email marketing campaign? You can discern which products or services your subscribers are most likely to find relevant based on their previous purchases or browsing history. When you leverage data to appeal to a subscriber’s specific interests, it allows you to establish common ground and form a lasting relationship with your loyal customers.
Once you have decided which information is most relevant to your target audience, customize your email campaign by creating different versions of a product highlight email. Then, swap out the photos for each segment of your audience using specific product niches. If you’re not well-versed in email template creation, work with a team of email design specialists to create brand-specific emails for your company.
BirchBox was able to customize email design templates using each subscriber’s purchase history. They were even so kind as to let their subscribers know that they used this data, so they didn’t appear invasive in the campaign below:
Where your subscribers live has a significant impact on their way of life and the products or services most likely to interest them. For instance, if your email marketing campaign pertains to traveling, subscribers won’t be interested in booking a vacation at a location in the same city that they live in. Appeal to your subscriber’s area of residence by including pictures of local landmarks. If it suits your brand, consider incorporating local sports team colors. However, ensure that you do not use copyrighted logos without receiving permission.
Using data regarding a subscriber’s location is simple and effective, requiring fewer data points than targeting a subscriber’s personality or interests. And if your brand is smaller, you can customize email campaigns using location to build a solid local subscriber base. Meanwhile, more prominent brands will benefit from using location because it allows you to tap into subscriber hot spots and expand your target audience.
The Bowery Presents used information regarding their subscribers’ location to offer concert tickets for shows near their subscribers. Consider using similar information for a personalized email campaign to yield better results. Check out their campaign below:
In the realm of email marketing, this one is a bit of a tightrope. Putting out trite, obvious, or ham-handed marketing messages with tired gender roles can potentially alienate some of your audience.
But the gender that your subscribers identify as can still impact the products and services that interest them. Although it’s in your brand’s best interest to avoid stereotypes and cliches, understanding some common differences between genders and incorporating this information within your email marketing campaign may allow you to deliver more relevant messages to subscribers.
Even the colors that you use within your campaign’s design can affect the results of your campaign. Keep in mind that concepts regarding gender neutrality and gender fluidity are also transforming how marketers present messages to their audience.
For a gender-specific campaign done right, take a look at this excellent email marketing campaign from Kora Organics. Their campaign doesn’t rely on gender stereotypes while empowering women with their line of organic skincare products. They also incorporated animation near their call-to-action, which is a great way to increase their click-through rate. If you’re considering creating a gender-specific campaign, draw inspiration from Kora Organics with this campaign:
When you customize email campaigns for a specific audience, it’s sure to pay off big time! If you need a little help creating an email campaign that’s sure to convert, our team at MailBakery is excited to help. At MailBakery, we specialize in creating gorgeous, brand-specific email templates to increase brand awareness, uphold your brand’s image, and drive sales.
Are you ready to create something incredible? Just contact our team today, and let’s get in the kitchen!