How to increase email engagement with contact fields

We’ve all seen it – people don’t read generic emails. They move the emails to the trash. Or even worse, they mark those emails as spam.

When an email gets ignored, you’ll miss an opportunity to connect with your audience. You’ll harm your sending reputation, making it harder to reach audience inboxes in the future.

Is this a risk worth taking?

Let’s dive in.

Consumers reality and expectations

Research by Cynthia Price shows that adults’ attention span is down to 8 seconds. This means you only have a short window to capture their interest, which is crucial for effective email engagement.

Our attention spans are shorter. The average adult’s attention span is down to just 8 seconds (That’s less than that of a goldfish.)

On top of that, Demandsage reports that 71% of consumers are frustrated with impersonal experiences. If you send the same email to everyone, it’s no wonder they move your email out of their inbox.

But do we have hope?

Make your emails great again

Demandsage research proves that 83% of consumers are willing to share their data for a more personalized experience. That means, we can ask for their hobby, birthday, and more. One caveat though: Protect your audience’s data at all costs.

Now comes the interesting part. The key advantage of collecting data is that it allows us to send more personalized emails. Isn’t that what consumers want? Let me show you how to do that with Lavish.

Make sure you’ve selected Campaigns from the sidebar. Then click Create campaign.

Let’s write an email for new Lavish sign-ups. Here is how it looks.

Doesn’t that look boring? I’ll make this email more personal by calling my audience by their first name. Remove the word there, press /, and type fi.

Select the First name, and voila! We just used a contact field to make our email more personal. 🎉

We can also provide a fallback text when the first name is not filled. Click the {{first_name}} and let’s fill it with there. Whenever the first name is not available, that part of email becomes Hi there. Win-win, right?

And before we send the campaign, we can preview whether the contact fields work or not for a specific contact. Click Review and change the email on Preview for to any emails you want.

The takeaways

Contact fields are one of the most powerful tools to increase email engagement. By using your audience’s first name like above, you can make your email more personal. Imagine what you can do more with that.

In Lavish, we provide more than just first name for personalization. You can add your custom fields too. If you are keen to try, sign up for free and let us know if you need some help. We’ll be happy to discuss about your use cases and everything in between.

Now please repeat after me.

Stop writing generic emails and start treating your audience like real individuals.

You got this.