Practice makes perfect, and of course this is true for personalized emails too. Before shooting off any fancy custom emails, test, test and TEST again to always make sure your dynamic values are populating correctly and your end communication is accurate. While speaking directly to your customers’ preferences is sure to boost your relationship, it could actually bust your efforts if your messaging isn’t targeted properly.
Recently a colleague shared a funny example of an email attempt to target his purchase intent.
The subject line read:
“ ☀️Adam’s perfect summer dress ☀️ (+ extra 50% off sale!)
While the thought and discount promotion were appreciated, unfortunately Adam wasn’t in the market for their latest summer dress collection and instead got a good laugh and a lesson learned on what happens when dynamic personalization is set up incorrectly.