Return On Subscriber – Email Marketing Blog

Personalized email can be one of the most effective ways of marketing today. Letting customers know that you know something about them shows you care, however, it can also come back to haunt you. When we create campaigns for clients the first thing we do with personalized or dynamic emails is to test them to ensure all data is pulling in appropriately. Here is an example by Stylehive of how NOT to personalize an email.

Another thing about this email is the line “if you’re not XXX and would like to sign up for Stylehive, click here.” I get a lot of email, I cannot always remember if I signed up or not. Is this spam, or is this trying to help me?

This email is a prime example of what not to do with email – broken personalization, an intro sentence that does not tell me if I even subscribed or not and what you can’t see in this screen shot is all the broken “smart quotes” throughout the email.