It starts to feel like a chore, because what's in there isn't very interesting. In fact, only 21% of consumers reported that they've received a难忘促销电子邮件在过去两个月中,根据石蕊的研究

To overcome that, many brands are using email personalization as a strategy for creating more engaging email experiences -- ones that feel less like a robot, and more like a friend.

The best part? Email personalization doesn't need to be insanely complicated to resonate with recipients. To see what I mean, check out these 13 great email examples that cleverly use personalization.

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13 Personalized Email Examples You Can't Help but Click


As you may have gathered from my bio, there are few things in life that bring me as much joy as a remarkable meal. That's whyOpenTableis one of my favorite brands. Not only does it easy to make reservations online, but it also remembers my favorite restaurants, and helps me discover new ones based on my reviews and reservation behavior.


Because these reviews help OpenTable figure out which restaurant recommendations to make for me, I'm already encouraged -- but a personalized, specific subject line with a reminder of where my last reservation was, helps to boost my engagement.

2) JetBlue

Oh,JetBlue。You shouldn't have.


如果您是HubSpot客户,这是一封简单的电子邮件,可以通过Afixed date or property-based workflows。它使您可以将工作流程基于日历或联系属性日期,因此您可以发送周年纪念电子邮件,数字生日卡,续订提醒等。如果您的业务发送了大量这些电子邮件,我们还提供交易电子邮件添加


这是另一个伟大的个性化邮件th示例at leverages a user's interests to provide a relevant, value-packed message.

此电子邮件中的副本Spotify特别有效,因为它以使接收者感到自己的用法获得奖励的方式将个性化构成。诸如“顶级听众”和“成为第一个获得访问”之类的短语使自己具有排他性感 - 使用户感到重要。

The email also closes with a written call-to-action that encourages the recipient to listen to Charles Kelley's new song -- specifically on Spotify. Again, this push helps to ensure that the user is actively using the streaming service, and therefore continuously reminded of the value.


A few Halloweens ago, HubSpot's blogging team dressed as the dancing pumpkin man fromthis viral video。(And, in case you're wondering, we dressedas a bunch of bananaslast year.) But before opting to DIY our own orange masks, my colleague,Lindsay Kolowich, set out on an亚马逊搜索找到我们真正的交易。



5) LinkedIn

Once upon a time, before I worked for HubSpot -- practically another lifetime, it feels like -- I was about to graduate from business school and actively applying for jobs.

我经常使用LinkedInfor my search -- a business-focused social network that was paying attention the type of listings I responded to. Each day, LinkedIn sent me a roundup jobs it thought would pique my interest.


What's interesting about this email is that LinkedIn wasn't using it to earn my paid business. Rather, LinkedIn seemed to be keeping a close eye, algorithmically, to the locations and type of work I was seeking. While some of the listings were more applicable than others, all of them were clickable.

Did you catch that?Clickable。And even if none of these jobs piqued my interest, I had about 250 classmates who might have considered them, driving even more traffic to LinkedIn's website.


6) The Bowery Presents

I received this email back when I was living in New York address, but it still serves as a great example of how to use location information to provide a customized email experience.

在电子邮件中,The Bowery Presentspulled shows from New York venues -- where I purchased tickets for many events when I lived there -- for artists similar to the ones I saw live.

The Bowery Presents

And when I finally purchased tickets to see one of these artists in Boston? It re-personalized my emails to let me know about shows here.

By making it easy for me to quickly visualize what's headed to the area and when, The Bowery Presents is able to lower the barrier between me and the point of purchase.


If you’re using HubSpot’s免费电子邮件营销软件bob电竞官方下载, you can use a contact’s location to personalize your messages like The Bowery Presents’ campaign.

7) Twitter

After following one of her favorite brunch spots on推特, 我的同事Corey Wainwrightreceived this email from the social network with suggestions for similar accounts to follow.

What's more is that the suggestions were actually super relevant -- turns out, a couple of them were just right around the corner from her. (Hello, new grub options.)


When companies have as much data as Twitter does, they usually go one of two ways with personalization: They totally hit the nail on the head, or they have too much data to sift out what's important. This is an example of accurately identifying what Corey would actually care about, and delivering it to her.


There are few places on the planet that I love more than Hawaii. I'm constantly thinking about my next trip there, but for a while, could never quite commit to booking it.

That is, until I received this special birthday email fromHawaiian Airlines。In keeping with the Hawaiian tradition of presenting someone with a lei on his or her birthday, the airline instead chose to present me with 500 bonus miles, just for booking a trip within the next year. Aloha, indeed.

Hawaiian Airlines

这封电子邮件有不止一件值得注意的事情。首先,我收到的唯一原因是我正在夏威夷航空里程计划中注册,而收到此类电子邮件只是会员资格的“奖励”之一。另外,航空公司知道我加入了某种原因 - 因为在某个时候,我计划再次访问夏威夷。

和that in mind, Hawaiian Airlines used this personalized email to give me an激励to finally book that trip, with a birthday greeting to boot. That's a great way for brands to achieve customer reactivation -- by using a fixed date, like a birthday or anniversary, to remind people what it was that they loved about your business in the first place. By offering something special from your brand to commemorate the occasion, you're giving your audience the motivation to take action and making a purchase.

9) HubSpot Academy

There's a thing about licenses and certifications. They're valuable. They help you master knowledge and become an expert. Having them makes you look good. But they also have to be kept up-to-date, and unless you're reminded, letting them expire can be all too easy.

If you have any HubSpotcertifications,您知道不一定是这样。我们的Academyteam creates personalized emails to let certification-holders know which ones they currently possess, which ones need to be renewed, which ones might be helpful to add to their credentials, and when new certifications are available.

HubSpot Mail - A new certification course by HubSpot Academy

Eric Peters, the senior growth marketing manager with HubSpot Academy, explained the technology that makes emails like these work. Each certification box in the above email is made "smart," to show users which certifications are available to them.

"All nine certifications are available to partners. Eight are available to customers, and four to non-customers," Peters says. "Each one of those certifications has a Smart CTA that appears as a different color, depending on whether the user is actively certified -- which means they passed within the last 395 days -- expired, or incomplete."


(HubSpot Professional and Enterprise customers: You can create Smart CTAs like these in your own emails with yourHubSpot CTA tool。)

10) Netflix

我是唯一花更多时间去看电影的人吗Netflixthan I do actually watching it?

Aware that its database can be overwhelming, Netflix regularly sends out these personalized emails that suggest movies for its users. (If you want to learn more about the science behind the Netflix algorithms,您可以在这里刷新它。)


This approach could be applied to a number of marketing materials -- ebooks, webinars, and blog articles, to name a few. For example, if you find that someone downloaded an ebook on social media tips, you may want to set up a workflow to trigger a follow-up email that suggests they check out your social media guide on SlideShare.

11) Pinterest

In an effort to keep my friend金妮·米诺(Ginny Mineo)pinning,Pinterestsent her this personalized email. Based on her past activity on the site, the social network provided some suggestions for other topics she may want to explore. (Butter, Lauren Conrad, and cheese -- I like your style, Ginny.)

And given that, at the time, she was planning a yellow-themed wedding, I'd say the results were pretty accurate.

What we love most about the email is its simplicity. It offers up just six topics, which is enough to interest the recipient without overwhelming her. Plus, the copy is quick, friendly, and clear.


In other wedding-related news, Mineo also received this email example fromWeddingWire, an online marketplace for venues, cakes, dresses, and other wedding-planning items.

While the copy was clever in and of itself, what really struck us was the personalization used in the subject line. After all, your recipients aren't going to see the content unless you persuade them to click first, right?

By using a witty, custom hashtag -- #GinnysLastHurrah -- in the subject line, WeddingWire inspired her to click on the email, check out their tool for creating hashtags,andforward the email to the rest of us.


13) Birchbox

Birchbox is a company that's fixated on personalization in all the right ways -- and all it takes is one glance at the header of this email to see why it's effective.

Birchbox透明地承认,他们窥视了我的同事卡莉·斯特克(Carly Stec)在制作此电子邮件之前,请先采样并购买历史记录。这使她感觉到接下来发生的事情可能与她相关 - 事实是如此。

这些小的个性化信息总是强化了为什么Carly继续赞同Birchbox服务 - 他们增强了她的忠诚度。

Let's Get Personal

美国消费者的46%admitting that they’re more likely to switch providers than they were 10 years ago -- it's clear that fostering loyalty through personalization should be a priority.

个性化您的消息传递从未​​更容易。与集成的CRM和email marketing software like HubSpot, you can keep track of all of your customer data and use it to tailor your flow.

It may seem like a big undertaking, but by observing, understanding, and investing in the behavior of your customers, you can help to ensure that they'llstaycustomers. So start getting personal -- and building loyalty.

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最初发布于2017年10月31日7:33:00 PM,更新于2021年6月11日


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