6 Best Email Personalization Examples for Marketing (That Actually Work)

Can personalizing your emails increase engagement and help you see better results from your campaigns? It sure can, says Hearther Langley, content writer at Solvid. In the article below, she explains why – and shares six of the best email personalization examples she’s encountered.

We can all agree that our inboxes are flooded with automated marketing emails from companies we’ve subscribed to over the years. With most of them remaining unread, can email marketing really help your business reach your audience and improve sales in such a saturated space?

If done well, the answer is a resounding yes. With 39% of people checking their inboxes three to five times a day, you have a prime opportunity to reach your target audience and increase engagement through tailored messages.

Brands across various industries are using personalized email strategies that entice their audience through behavioral targeting and unique discounts, showcasing them as leaders in their field. 

In this article, we’ll explore six of the best email personalization examples for marketing that businesses can learn from. 

Pro tip: Getting ready to send your next email campaign? Make sure your contacts are still valid — 28% of the average email list goes bad every year.

How brands are mastering email personalization for marketing

As consumers, we all find ourselves on countless mailing lists. Whether you’ve previously ordered from a brand, signed up to a newsletter to get your hands on a discount, or were waiting for a product to come back into stock, this inevitably leads to an inbox brimming with marketing material you don’t care for.

Brands are having to find new ways to stand out in a consumer’s inbox. Using customer data to master email personalization has proven to be a successful marketing tactic that helps recipients feel like valued customers.

Six best email personalization examples to inspire you

To become the business email address consumers look forward to seeing in their inboxes, you need to create valuable content that is personalized to your recipients. By tailoring relevant content with offers and updates that are likely to benefit your audience, your business can strengthen relationships and boost ROI.

Let’s dive into some of the best examples of email personalization that have hit my inbox as of recent.

Duolingo

If there’s any brand out there that continues to tap into my guilt, it’s Duolingo! The little green owl regularly pops into my inbox to remind me that I’m not keeping up with my daily Spanish lessons. 

In the last months alone, here are just a few of the subject lines I’ve received in my inbox:

• “You made Duo sad”
• “It’s been 3 days…”
• “Don’t make Duo angry”

It’s safe to say that the brand has nailed its copywriting strategy, using encouraging language so learners keep coming back to the app to stay on top of their streak. There is nothing more persuasive than knowing you’ve upset a fictional mascot, and I can confidently say that it works!

Spotify

Every December, Spotify users love the release of their Spotify Wrapped. Providing a personalized recap of listening habits from the year, it includes stats such as top genres, number of hours listened, and favorite song of the year.

The email itself tends to be remarkably simple, containing just a singular module with a retro design and minimal text. Spotify knows what their users expect when they see the email, needing to provide nothing more than a CTA to get the recipient moving over to the app.

The campaign not only gets us refreshing our inbox as we wait for the email, but takes social media by storm as people share their results for their followers to see.

By creating such a personalized experience for their users, Spotify is building up a stronger relationship with their online community and keeping them engaged with their service. The addition of custom playlists based on recent listening behavior continues to draw us back into the app.

Uber

After using Uber to get from the airport to my accommodation during a trip earlier this year, this email landed in my inbox with the subject line “Enjoy the right trip in your new location”.

Uber uses geolocation data to personalize the emails they send, including local information or customized deals that are relevant to your current location. When we receive content that’s relevant to us in the exact moment, we’re much more likely to click on the email and use the service that has been drawn to our attention.

This campaign is a particularly powerful move from Uber. Realizing that I’d just arrived in an unfamiliar country and reaching out to let me know they operate in the area meant I could get around with ease. Having a familiar brand I know and trust meant the convenience won and helped to position Uber in the forefront of my mind as a global brand.

H&M

When it comes to customers’ birthdays, H&M sure knows how to use personalization. The below email is one I received in the run up to my birthday. By using my name in the copy alongside an exclusive discount code, it created a personal gesture that made me feel like a valued customer.

The timing of the offer is a clever one, giving me two weeks to use the code. They know that it’s unlikely that I’ll spend my birthday itself checking my emails and online shopping, giving me more time to take advantage of the offer. With that being said, two weeks is also a short enough time frame that it adds a sense of urgency, making me want to use the discount before it expires.

Birthday emails are a great way for brands to engage customers, acting as a personalized gift that celebrates their custom. With 40% of consumers checking email looking for discounts from brands, there really is no better time to jump on the bandwagon.

Moonpig

Using customers’ past order data, Moonpig very cleverly sends out reminders in the lead up to special days. For example, I previously ordered a birthday card for a friend, and I now receive email prompts each year reminding me that her birthday is approaching.

With their email marketing strategy being based around helping customers celebrate big occasions in their lives, personalization is an incredibly powerful tool. Their system notes down the events that the customer tends to make orders for, and sends a stream of reminders in the lead up to encourage purchases from their site.

As well as providing reminders, Moonpig also sends out unique codes to offer a discount on the order. By rewarding repeat custom, shoppers are more likely to return time after time.

Pure Gym

Pure Gym uses customer data to recommend fitness classes that align with the workout history of each customer. By emailing people with information about upcoming sessions as well as tips from fitness experts on how they can improve their gym routine, members will be able to gain additional value from their subscription.

In my case, I got an email following an introductory 1-2-1 session, encouraging me to get another booked in – great for couch potatoes like myself who need that extra push!

Using customer preferences to tailor email marketing campaigns adds a personal touch that provides value to the customer, helping them on their journey and encouraging them to keep up with their gym membership.

Using the best email personalization examples for marketing to revamp your campaigns

Email marketing continues to be one of the most effective ways for businesses to connect with their customers. Although it can be an incredibly successful marketing tool, you have to stand out in a crowded inbox.

Well-known brands have provided strong examples of personalized email marketing strategies that your business can learn from. From Spotify’s annual music recap to Uber’s location-based marketing and Duolingo’s streak reminders, there are endless opportunities for you to use creative email marketing campaigns that connect your audience with your brand.

As email marketing capabilities continue to evolve, personalization is only going to become a more vital part of a successful strategy. Use customer data to produce content that aligns with your customers’ buying behavior. That way, you can reach their inbox with meaningful content that entices them to see what’s on offer.

How long has it been since your last email list cleaning?

To help your emails make it to the inbox, validate your contacts regularly. Sign up for a ZeroBounce account and check 100 email addresses free – every month!

Author: Heather Langley is a content writer at Solvid with a strong background in marketing. With years of experience helping brands elevate their online presence, she now focuses on writing about the latest marketing trends, best practices, and industry insights.