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Years ago, I would have been impressed if I came across a commercial email with my name in the subject line. I would have felt like that email was written with me in mind, and I'd open it to find out more about it.

I won't call any names... but this brand normally sends me huge, single-image advertisements with my name set above them in text. They're personalizing their mailings, but it really doesn't seem to add any value.

Today? That's a different story. I'm especially skeptical of any email in my inbox with my name in the subject line. I've seen too many spammers 'personalize' their content to get my attention by pasting my name (or worse, someone else's) in the subject line or header. When I find an email advertisement in my inbox that has nothing to do with me personally—but has my name slapped across the top—it can seem even less personal... like it was an afterthought; they're simply using my name to push an open or a click. Personalization is an old trick, but it needs to be done right.

There's more to personalization today than simply adding in a simple name merge. Setting up a profile form, respecting my choices and sending content to me based on my subscriber history are all parts to a great marketer-subscriber relationship. To get your recipients to really listen and pay attention to you, you need to listen and pay attention to them. Great email marketing is a two-sided conversation.

The Indianapolis Zoo takes their personalization a step further by including a 'My Membership Information' section. The newsletter displays a unique CTA depending on the recipient's membership level, expiration date, and status. (click image to view)

A few quick ideas on truly personalized email:

• Design a custom message for inactive members to re-engage them with a special offer
• If a recipient clicks on an ad or article topic in a newsletter, send them more information on that specific topic
• Create a customer loyalty email to reward your most engaged recipients
• Send content to a recipient with coupons/event information/store locations, etc. for their nearest location by zip code
• Invite the recipient to write a review on the product they just bought

Every recipient is different. Simple personalized subject lines or email content can still be used to increase results depending on your recipient base, so I'd always suggest testing to find out what works for you. Being truly personalized, however, is always a positive for your email marketing plan.

Celeste Odell | Design Services