Imagine you come to a shoe store to buy a pair of pumps

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The saleswoman greets you pleasantly, calls you by name, and brings you shoes in your size. She leaves the stilettos in the warehouse because she knows you prefer lower and wider heels. While you try them on, she offers you a free coffee and gives you advice on what occasion and what clothes to wear each model with. Finally, she shows you accessories that go perfectly with the shoes you have chosen.

You leave such a store satisfied and you know that you will come back here for more shoes. That is a brand. But to do this, you need to know your customers , categorize them ( segmentation ) and treat them accordingly ( personalization ). Companies that do not engage in thorough segmentation and deeper personalization are missing out on one of the effective options for building brand awareness.

How to segment
You can segment according to various criteria, depending on the instagram database focus of your business and the data you have about your customers. Factors for segmentation can include:

demographic data.
How to personalize
A good place to start for personalization is to use the customer's first or last name in the subject line or body of the email . Most emailing tools allow this, either directly or through scripting. Some tools allow you to personalize images as well.

Image personalization
This is how you can personalize images inSmartEmailing.
Another personalization option is to change the sender's name depending on what the customer is dealing with or who they are in contact with most often.

But a perfectly personalized email must be relevant. It must be content that the customer is genuinely interested in or useful to . Don't turn off consumers by sending them offers that make no sense to them.

A few examples of how to (not) do it
Remind customers to replenish stocks of products where it is possible to estimate how long the stock will last (food supplements, cosmetics, hygiene products, etc.).

Do not send men an offer of products for ladies, or consider it as a gift suggestion.