Biggest Email Personalization Mistake

Everyone does this wrong...

Lachie Newland
May 17, 2024 • Estimated Reading Time: 3 minutes

Personalisation in emails is for the purpose of making your customer feel more connected to your brand, right?

By adding things like '{first_name}’ you’re trying to make them feel special so they’ll know, like, and trust your brand quicker, right?

It’s fair to assume that’s WHY you’re doing it.

Great.

You probably think I’ll agree.

You’d be wrong.

Because how tf does adding a block like '{first_name}’ make it personal?

Your customers know that you didn’t just send the email to them. They know it’s been sent to the masses.

So I’ve got an alternative for you.

I’ve actually got 2 tips to share that actually make an impact on your Klaviyo revenue…

If you want someone to know, like, and trust you/your brand faster so that they’ll buy…

You need to share some information about yourself/your brand. (duh)

You can do this by adding an ‘Our Story’ email to your welcome series.

You can also do it by writing a text-only campaign from the Founder, sharing real experiences you faced and how you overcame them using your product.

These make YOU more of a person.

As a result, your customer will cross the trust threshold much quicker than by you mass sending out fake personalisation in your emails.

Now that sounds like wanker corporate talk.

What I mean, in simple terms, is to segment your emails (mainly your flows) based on the hyper-specific actions they’ve taken.

I don’t just mean “they added to cart so I’ll send them an abandoned cart reminder”.

I mean using conditional splits based on what products are in their cart and creating 5+ versions of your abandoned cart emails…

Each version has specific reviews & specific copy that directly correlates to THEIR items.

These are the types of personalisation that actually work.

It’s going above and beyond like this that separates the Klaviyo accounts that generate 30% of revenue and those that generate 45%+.

If you want something like this done for your Ecom store…

Much love,

Lachie

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