Standard name substitution is no longer a surprise. To make users respond better to your newsletters, add personalized product recommendations and discounts to your emails. If you have a fitness app or an educational platform, monitor user activity and share their progress with your subscribers.
You can also automatically change the design, text, and selection of products in the newsletter depending on the gender of subscribers. For example, on February 14, men will receive a letter with recommendations on what to give their companions. And women will receive a newsletter with a selection of romantic gifts for men. To create such letters, you need to segment the audience correctly and use dynamic content.
For example, the streaming giant Netflix regularly uses dynamic content in its newsletters. The content of the letters changes depending on what films or series subscribers like. Each user receives unique recommendations and spends less time searching for new content.
Hyper-personalization in Netflix newsletters
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Use of UGC
UGC (User Generated Content) is content philippines business email list created by users themselves. How does it work? Let's imagine that a person bought new boots in an online store, posted a photo of them on Instagram and tagged the brand. Then the store placed his publication in its newsletter as a review.
UGC has a great impact on customer loyalty and their trust in the brand. According to Crowdtap, almost 50% of millennials surveyed trust user-generated content more than any other. And 35% of them noticed that it is remembered the best.
But the biggest bonus of content generated by subscribers is that you don’t have to come up with anything or spend money on photo shoots.
UGC content in Gloria Jeans newsletters
AMP technology
AMP technology allows you to make a letter interactive. In such a mailing, you can confirm a reservation or add a product to the cart without even going to the site. With AMP, you can sell products faster and not force subscribers to perform unnecessary actions.
While AMP used to be something out of science fiction, today more and more brands are using interactive elements in their emails, such as:
dialog menu;
retractable blocks;
carousel;
data entry forms.
Example of AMP email from Nest
Unfortunately, this trend has appeared in Russian marketing only recently. So far, only two mail services support this technology: mail.ru and gmail.com.
Storytelling
Users are becoming more and more selective. If a company continues to send its subscribers mass mailings with advertising banners, it is not surprising that they unsubscribe from them. People want to receive not just advertising texts, they want to receive emotions.
That's why storytelling is becoming increasingly popular in email newsletters. It's easy to explain - everyone loves stories. They are literally everywhere: in movies, literature, in conversations with friends and in blog posts.
When a brand tells stories to its followers, it becomes more human and evokes emotions and genuine interest. Good storytelling helps inspire followers, unite them, draw attention to problems and offer solutions.
Check out how great the newsletter from graphic design service Canva works. Instead of listing the features and benefits of the service, we are invited to meet real illustrator Emma Margaret and see the works she creates in Canva.
Storytelling in Newsletters from Canva
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Don't forget that storytelling can be used not only in newsletters, but also in other channels, such as social networks or a corporate blog.
Gamification
Even if you do everything right — segment your audience, personalize your emails, and tell stories — your subscribers may get bored. To stir them up and improve your statistics, add games to your newsletter. The mechanics can be very different — you can organize small quizzes, lotteries, contests, or tests. To motivate users to take part in the game, give the winners prizes — free shipping, discounts on products, or promo codes.
