It is no secret that the attention of your subscribers decreases steadily, whereas the number of emails in the inbox of your recipients is increasing. We will show you within our four steps plan how you can create successful mailings by customization. Get the most out of your email marketing and increase your opening, click and conversion rates.


01 – text components

If your name is called in a crowd, you may feel addressed even if you may not have been meant. Use this phenomenon also in the inbox of your recipients. Through the customized adaption of text components – such as a personal address in the subject line – you get the attention of your subscribers.

An important success factor when it comes to individualizing your content is, of course, the knowledge about your recipients. Take advantage of all the options you have available to learn more about your subscribers. In addition to the classic registration form, you can also get to know your recipients within a welcoming series. Tell them how they benefit from giving their data. Through a concrete advantage, they will tell you more about themselves.

02 – dynamic content

Of course, different persons have different interests. Use dynamic or individual content to observe these differences. Segment your subscribers by their location, respective contact persons or use different images, CTAs and text to satisfy with relevant content. To successfully implement segmentation, you can work with a so called preference center. Your recipients can choose which content they want to receive. In addition, you can collect more information based on clicks within your mailings or import data via integration to other systems, like a web shop or CRM system.

Sometimes you also want to place general information, additionally to the customized contents. In this case you can work with the dynamic sorting function or use the iRated technology, which automatically ranks the content of your newsletters according to the individual interests of every recipient.

03 – trigger mails

Individual trigger mails are sent on the basis of different actions and contain customized content for the respective recipient. In addition to the customized content, you also consider a temporal component of individualization. For a successful implementation, start with identifying possible triggers. This can be triggers like sending a form, submit an order or a specific link click. It is also possible to use recorded data, like the date of birth or anniversary, as a trigger.

One step further, you will go by the integration of third-party systems. mailworx makes it easy to integrate content from other systems into your email marketing campaigns. The prepared email is only a “cover”, which is automatically filled with the respective user data.

04 – marketing automation

With marketing automation, complex and individual dialogues can perform automatically. The mailworx workflow editor makes it easy to implement welcoming, reactivation or follow-up campaigns. The campaigns are sent automatically and individual to the receivers. It is worth investing the time to think about possible processes. Simply start thinking about what data is available to individualize your email marketing and how you can gain more information of your subscribers.

It is important to not isolate the steps of customization – they are built on each other. For example, if you create a new marketing automation campaign, you should also use a personal salutation and adapt the content individual to the recipient, for example, cater to the respective location.

Critical success factors

There are some important issues to consider for the successful implementation of customized email campaigns. Among other things, you must obtain the consent of your customers. Inform them about what data is collected and how it is used. In addition, try to collect constantly new information about your subscribers – ideally by using third-party integrations, such as your CRM, ERP or online shop system. Furthermore, you have to keep in mind that marketing automation consumes resources for planning and implementing the whole process. Define individually for your company what can be implemented. Start small and build up the customization steadily.

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