Is there anyone who doesn’t like attention? The answer is obviously no. While buying, each consumer expects that their preferences are will be well taken care of. Similarly, when you deal with a customer, they wish to get a cordial and warm interaction from your end. So, it becomes necessary on your part as a marketer to stand up to their expectation and try to address your customers on a personal level through meaningful emails that are capable of capturing their attention.
Personalization in email campaigns includes activities like greeting customers by their name to frame email content related to individual customer’s interests and needs. Sending a well-targeted and personalized email not only increases your opens and clicks, but also drives conversion rates and help you offer some valuable services to your users.
Here are five ready-to-implement ways to use personalization that will make your email marketing more effective than before.
If you are going to create the content of your next email, then don’t forget to segment your contact based on the market, client type, service area, buyer persona, etc. By doing so you can design your email according to the client you are addressing it to in each segment. We all know that needs and demands of each customer are different from the other. Hence, your mass email strategy will not work for you. Personalization is all about giving attention to each individual on a personal level. Keeping that in mind, you will have to frame emails that are customer specific then only you can give a personal touch to your campaign and make it more effective.
For each segment you created by dividing your email list, you will have to develop content specific to that group, and it should not be a mass message, same for everyone. Personalization is only possible when emails created for each segment is relevant and specific to that group and its requirements. Also, the copy should be written in a professional but conversational tone and should sound like a human not robotic even if you are sending it to many people. Your content should make the audience feel that it has only been written for him. Your effort should be directed towards making your prospect feel that doing business with you can be comfortable and trust-worthy.
Consider using a contact’s company name, industry, job title or other information to give a personal touch to your email content. Various research reports have concluded that emails with personalized approaches like the use of the first name in the greeting or other parts of the email body are viewed more than emails with general addressing strategy. That is why email marketing platforms (ESP) today have a feature for personalization to help you pull in information from contact fields in your lists and put them into each email on an individual level. But use such personalization tokens only when it makes sense.
Do you read emails sent from a common company email id like sales@, info@, etc.? No, right? Then how can you expect your prospects to go through it? Emails are meant to send from one particular individual to another and should make the audience feel that it has been written and designed by a real person and not some automated system. In addition to name, if email signature with the sender’s contact information can be included then it can serve as a great place to start with personalization.
Using smart content available in your marketing automation platform, you can customize certain parts of the email with pre-defined content based on a contact’s profile or behavior history. When you are thinking to take personalization to the next-level then leveraging such vibrant and contextual content can prove to be advantageous, boosting your triggered emails and automated campaigns.
Email marketing personalization is all about one-to-one communication and not one-to-many. We plan to personalize our email campaigns but often lack in strategizing ways to do it in actual practice. As a result of which, our emails either gets ignored, deleted or reported as spam. Out of the thousands of emails pouring into an inbox every day, only few can grab reader’s attention because most of the messages are not crafted to establish personal interaction with the customer and hence, they fail. To get noticed, you will have to increase the personal quotient of your email campaigns or face the harsh truth of rejection and ignorance which is not at all good for your business.
