Why is it so important to personalize emails? We talk about its psychological impact on email marketing
Posted: Tue Dec 03, 2024 10:19 am
Did you know that emails with personalized subject lines are 26% more likely to be opened ? Without a doubt, personalizing emails can generate great gains in our Email Marketing strategy .
But, even though brands already have a wealth of information, advice and useful practices that help them personalize their content as carefully as possible ( and there is no better practical example than the number of entries we have dedicated to talking about it on this blog ), it is true that -even today- there is a great deal of confusion about how to do it correctly. Without a doubt, the focus of the problem lies in the fact that brands still do not have enough information about the subscribers in their database .
And from there comes the importance ( which we also always mention in this blog ) of having a database that is completely quality, clean and constantly under review. Of course, it is worth mentioning the marketing efforts that Email Marketing specialists should carry out, within each clinics email list company, to obtain as much information as possible about the user, but always without going so far as to intrude into their personal space .
Well, that being said, let's discuss in depth how email personalization actually generates that very positive impact that is easily seen in an increase in the opening rate of mass emails.
Post Content
The psychological impact of personalization
1.- Desire for control
2.- Information overload
The psychological impact of personalization
To discuss how human psychology affects, often unconsciously, in a greater or lesser degree of personalization, we are going to focus on two major aspects: the desire for control and information overload. Oh! And one important thing: we are not the ones saying this, this is derived from a study carried out by the University of Texas (USA) some years ago, but which can be -perfectly- applied to our days.
How Email Marketing can help recover abandoned carts
1.- Desire for control
If there is one thing we are clear about, it is that, by nature, a personalized experience differs from the normal state of a user exposed to a large number of advertising impacts in their daily life, right? In this way, by personalizing our content, we make the user feel that they are not receiving the same as everyone else . In other words, that, in some way, they are receiving something created especially for them.
And, forgive me for slightly straying from the focus on Email Marketing, but there is a much clearer example, where we will perfectly understand what I mean: an eCommerce, for example, that personalizes the recommended products to each particular user, based on the purchase and web browsing history, generated thanks to Data and Artificial Intelligence (which, today, is presented as a great advantage and a future potential that we must take advantage of), the user is perfectly aware that the brand is interested in their tastes, interests and priorities. And that, without a doubt, will make them feel special.
Well, returning to our topic, the same thing happens with Email Marketing: personalizing our Email Marketing content is a powerful tactic to get the most attention from the user, who, unconsciously, will pay more attention to our message compared to more general ones.
2.- Information overload
There is one statement that any psychology specialist could corroborate, and it is the following: when a person has a feeling of control over any aspect of their life, they tend to be more successful and psychologically healthier.
So what is the relationship between the above statement and the need to personalize mass content? Well, easy: personalization helps users reduce their perception of information overload to which they feel exposed.
Let's see an example applied to Email Marketing : if we send, from Mittum, for example, personalized content to a database of users of any of our clients, the feeling of the subscribers of this, when they receive said email, will make them psychologically think that the content is adapted to their tastes and interests; to each one of them in particular. And this, without a doubt, becomes a much more manageable scenario for their interaction, which will make them feel much more secure.
But, even though brands already have a wealth of information, advice and useful practices that help them personalize their content as carefully as possible ( and there is no better practical example than the number of entries we have dedicated to talking about it on this blog ), it is true that -even today- there is a great deal of confusion about how to do it correctly. Without a doubt, the focus of the problem lies in the fact that brands still do not have enough information about the subscribers in their database .
And from there comes the importance ( which we also always mention in this blog ) of having a database that is completely quality, clean and constantly under review. Of course, it is worth mentioning the marketing efforts that Email Marketing specialists should carry out, within each clinics email list company, to obtain as much information as possible about the user, but always without going so far as to intrude into their personal space .
Well, that being said, let's discuss in depth how email personalization actually generates that very positive impact that is easily seen in an increase in the opening rate of mass emails.
Post Content
The psychological impact of personalization
1.- Desire for control
2.- Information overload
The psychological impact of personalization
To discuss how human psychology affects, often unconsciously, in a greater or lesser degree of personalization, we are going to focus on two major aspects: the desire for control and information overload. Oh! And one important thing: we are not the ones saying this, this is derived from a study carried out by the University of Texas (USA) some years ago, but which can be -perfectly- applied to our days.
How Email Marketing can help recover abandoned carts
1.- Desire for control
If there is one thing we are clear about, it is that, by nature, a personalized experience differs from the normal state of a user exposed to a large number of advertising impacts in their daily life, right? In this way, by personalizing our content, we make the user feel that they are not receiving the same as everyone else . In other words, that, in some way, they are receiving something created especially for them.
And, forgive me for slightly straying from the focus on Email Marketing, but there is a much clearer example, where we will perfectly understand what I mean: an eCommerce, for example, that personalizes the recommended products to each particular user, based on the purchase and web browsing history, generated thanks to Data and Artificial Intelligence (which, today, is presented as a great advantage and a future potential that we must take advantage of), the user is perfectly aware that the brand is interested in their tastes, interests and priorities. And that, without a doubt, will make them feel special.
Well, returning to our topic, the same thing happens with Email Marketing: personalizing our Email Marketing content is a powerful tactic to get the most attention from the user, who, unconsciously, will pay more attention to our message compared to more general ones.
2.- Information overload
There is one statement that any psychology specialist could corroborate, and it is the following: when a person has a feeling of control over any aspect of their life, they tend to be more successful and psychologically healthier.
So what is the relationship between the above statement and the need to personalize mass content? Well, easy: personalization helps users reduce their perception of information overload to which they feel exposed.
Let's see an example applied to Email Marketing : if we send, from Mittum, for example, personalized content to a database of users of any of our clients, the feeling of the subscribers of this, when they receive said email, will make them psychologically think that the content is adapted to their tastes and interests; to each one of them in particular. And this, without a doubt, becomes a much more manageable scenario for their interaction, which will make them feel much more secure.