Personalised emails: A Dropbox story

Words representing email personalisation“You never get a second chance to make a first impression.” In our age of ever-accessible emails, this statement’s doubly true. There’s been a lively debate going on this week on the NS Design Twitter account about email personalisation and whether businesses should use it – and overwhelmingly, most of you believe that you should indeed personalise your emails for your customers. With that in mind, we’re going to take a look at what that entails.

The first question should address what you aim to use email marketing for, and how it will enhance your business goals. Do you want to build your email list? Sell an eBook? Promote a new product? Once you know, it’s time to think about your audience, and what they aim to achieve by opening your emails. This allows you to go beyond emails that merely get each person’s name right.

Today’s most successful email marketers use behavioural triggers to infer how to suit each customer’s needs. Dropbox has been singled out as the gold standard: earlier this year, HubSpot’s Corey Eridon wrote that after logging into Dropbox from multiple devices, she received a tailored email reminding her to install Dropbox on each of her devices to access her storage from anywhere.

For Eridon, this email served as a reminder of a Dropbox feature that had slipped her mind—and made her user experience infinitely better. How can you take email personalisation to the next level in your business?