Overwhelmed by the Thought of Personalizing Email? Don’t be.

The idea of personalizing your email marketing for each customer segment can be enough to make you close your eyes and hope that the trend goes away. After all, doing creative for one email blast is hard enough, how can you do 10 and stay sane? Here’s my suggestion: don’t.

One easy way to boost response rates without hiring an army of marketers is to pick one segment each week that will be unlikely to care about the current email campaign and carve them out.  Are you sending an email advertising your selection of high end running shoes? Maybe customers who regularly buy cycling gear would prefer something else. Instead of sending them the running shoes email, create an additional targeted email just for the cyclers.  Not only will they be more likely to buy, but they will be happier with you since they’re not being spammed about items they have no interest in.

Personalizing email is incredibly effective at boosting response rates so don’t fall into the trap of thinking you have to personalize for everyone for it to be worthwhile. Even using a simple “carve out” technique can add thousands of dollars in additional sales each week.