There is a lot of debate between marketers about personalization in your autoresponder emails. Personalization is setting your emails to include the subscriber’s name inside the emails. Many people do this to help raise their open rates and make things more person while others believe it makes emails look more like spam. Ultimately it is up to each individual. It may be for you, it may not. To help you decide, let’s take a look at the pros and cons.
First, take a look at some of the reasons for personalization.
One of the main reasons is it helps get your emails noticed. When someone sees their name they naturally stop and take a second look at the subject line. This increases your chances they will open them. It is also a more subtle and safe way of drawing attention than hyped up subject lines, which can easily get marked as spam or deleted.
Personalized emails also help build relationships by helping the reader feel like there is more of a one-on-one relationship. It also helps indicate permission to send. Even if your reader doesn’t remember putting their name in your opt-in box, the inclusion of their name gives them the idea they asked for this information making them much more likely to read the email expecting to find information they requested or are interested in.
While that all sounds great, there are also several reasons not to use personalization. One of the main reasons is the fact it is your subscriber entering their email. Many do not feel comfortable giving out their name so they will give a fake name. Other times they may misspell it or not use proper capitalization. If any of these happen your personalized email will have these incorrect names which will have the opposite effect, making your emails look more like spam. In fact, some people even use a fake name for the sole purpose of filtering out emails from opt-ins.
Even if their name is correct, personalization can still cause problems. There is also is the possibility of your own error! Always test your emails, the last thing you want to do is mistype your personalization code and send out that email to your subscribers.
Another thing to note is some people don’t like the personal touch of having their name in emails from people they don’t know. If you use personalization, be careful not to overdo it or you could leave your reader feeling uncomfortable.
All and all, personalization is something you will need to decide on your own. Consider your niche and audience. Some audiences respond better to personalization. If you aren’t sure test both and see what your open, click, and unsubscribe rates are. Figure out what works best for you and your list.
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