If you collect general information about your recipients at the data capture point, you can use it to personalise your email marketing campaigns. By requesting information such as first name and surname on your newsletter sign-up, you are likely to improve your return on investment from your email campaigns.
Personalising a subject line with a recipient's name can often intrigue them enough to open your email campaign. Also, addressing the recipient in the content such as 'Dear John' can increase click through rates as the recipient often feels that you are taking a personal approach and that the email is specifically for them.
It is also advisable to gather preference information about your recipients. For example, as part of your newsletter sign-up you should include a small survey so that you can find out why someone is signing up for your newsletter and what products or deals they are particularly interested in. For example, if you have a travel website, find out what travel products they prefer - sun holidays, city breaks, cruises, ski deals? You can then use this information to tailor your email campaigns to their preferences.
For more information on personalising email campaigns, visit eShoutz.com.
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