Email marketing success necessitates planning. A key step towards your email strategy is to develop a personal connection with your customers. To put it in another way, by cultivating long-term relationships with customers, you'll be able to reap greater financial rewards. Approximately 3.7 billion people used email three years ago, and according to Statista, this figure will rise to 4.7 billion by 2022. This demonstrates the significance of expanding your email marketing strategies, including personalized email service.
But before digging in, let’s understand what email personalization is. In the context of content marketing. Email personalization is targeting an email campaign to a specific audience by using the data and information you have gathered about them, such as their interests (products or services they like), behavior (no. of app visits, last purchase, demographics (gender, age, location), etc. And let’s face it, we all love to get special treatment from brands that we have subscribed to, such as they telling us about what other products we might be interested in based on our previous choice, or asking us if everything is okay, since we abandoned the cart and closed the website. So, personalized emails go a long way.
Since the concept of email personalization is quite clear now, let's see what exactly a personalized email is. There are basically three main elements that make up a personalized email:
A personalized email consists of content relevant to the subscriber. For example, if a subscriber is interested in DIY projects, sending them an email newsletter about easy DIY wall ideas increases the likelihood of the reader interacting and engaging with the email.
A personalized email is always timely, because, by gaining insights about the subscribers’ behavior pattern, you know the kind of content they need at a particular stage of their customer journey with you.
As opposed to an email coming from a business, people are more likely to relate to an email sent from a person. So, the use of names and faces in emails can create an instant connection.
Personalization tactics tend to develop deeper connections with your customer and create high levels of engagement. Here are a few personalization strategies to make your email campaigns successful.
Personalized emails increase the open rates by 26%. Bold, dark, and heavy subject lines tend to stand out among other details of the email. Choose a subject line that is conversational, intrigues interest, and raises questions to attract the reader. Besides, emojis are said to have a great impact on the open rates of emails as well.
Email marketing personalization and automation can encourage customers who have already interacted with you to come back. For example, sending automatic reminders to subscribers to avail offers, special promos, etc. or asking for feedback. It is one of the best ways and the finest chance to impress your subscribers.
Developing special offers for loyal customers is a great way to personalize emails for conversion. Marketing automation sends a series of VIP offers to the best and most loyal customers once they’ve reached a special status, triggered by a certain purchase value.
One thing is to understand the concept of email personalization; quite another is to put it to strategic use for your company's growth. To start, check out these seven pointers for incorporating personalized content into your next email marketing campaign.
Consumers are apprehensive about their privacy and the possibility of losing personal data. Fortunately, according to a 2020 Formation study, 81% of the 2000 questioned customers are prepared to supply basic personal details to get a more personalized experience. They are not free, though - consumers expect businesses to use their user information to provide them with high-quality, customized content in return for the data they've shared.
Judging by the same report, 83 % of shoppers are more ready to reveal their info if the organization they are communicating with is transparent about that data usage. That means people are ok with sharing their personal information, but only if they have consented and know how it will be used.
To successfully manage user information, you should create a data strategy. Customer-centric planning is required to identify the critical points about the customer. Afterward, you'll be able to start gathering the data, whether through web analytics, customer profiles, questionnaires, or past purchasing behavior.
Once the data has been obtained, it has to be easily accessible and analyzed. The only way to deliver a personalized and relevant customer experience is with the quality of the data - specifically, a clarified, contemporary single customer view that informs you about everything you need to know about a consumer.
If you want to keep your customers satisfied, you cannot offer just one solution that fits everyone's needs and wants. This is why you should concentrate on developing distinct customer segments centered around their demographics and preferences. You can then use these segments to email your clients and potential relevant and customized deals and suggestions.
As reported by a survey conducted by Econsultancy, segmentation is the primary focus for over 1000 advertising, digital, and e-commerce experts. Furthermore, 72% of these specialists said they used customer data to make segments. The survey also reveals that segmentation is a top priority for even the lowest-performing businesses.
Knowing what your clients are interested in will show them that you value them. It's no surprise that 59% of people who have had personalized experiences claim that it greatly affects their purchasing decisions. If you want to get the most out of your email campaigns, you'll need to divide your recipients into groups based on shared traits.
You can categorize your customers based on their purchase history, location, age, or even job role. With these divisions, you have the opportunity to delve deeper and move ahead with more targeted messages.
Once you've finished segmentation, it's time to apply dynamic content. Dynamic content can be defined as HTML within your email that alters based on the end-actions user's and preferences. The simplest form of dynamic content is the use of a merge tag in your email provider to draw your reader's first name into your message.
Personalizing your emails with dynamic content may be easier than you think. While a lot of your personalization capabilities will be based on the data you obtain, there are some fundamentals you can learn right away.
Sending messages based on essential demographic information (age, gender, location, background, profession, etc.) is a great way to start engaging your audience. Changing your communication based on demographics will depend on the information you have and how your offer relates to various types of people.
Many companies provide their subscribers with an opinion center where they can select the kind of content they want to see. You could advise your audience to select their preferences in your welcome emails - or you can include a section at the end of each email that enables clients to alter their choices. When you make dynamic content based on your subscribers' interests, it becomes immediately relevant.
Using email tracking to control dynamic content is highly effective. What people open, click on, and read provides you with clear insights into their interests. Suppose your earlier emails included different types of content or topics. In that case, your upcoming email should consist of dynamic content centered around your audience's previous clicks.
The team at the online jigsaw site, Im-a-puzzle, for example, began sending emails with personalized suggestions of new puzzles based on past ones the user had completed. As a result, their return user rate improved by over 10%.
With behavioral email, you can create a more genuine and customized experience for your subscribers.
Did someone visit the link to the upcoming panel discussion? This indicates that a user is at least a little interested in the topic. This reflex can be programmed into your platform (behavior). Boost subscriber engagement by mailing a series of follow-up messages, which will pique subscribers' interest, especially if within those emails you have powerful CTA’s to nudge them to take action.
With a behavior-driven framework, you have numerous options for customizing your email correspondence. If regular subscribers haven't seen your emails or browsed through your website in a while, your platform may respond automatically based on this activity (or lack of activity).
Did someone look at the piece of clothing but then give up on their quest? There are a plethora of reasons why the shopper could have become distracted. Set up action-driven emails to remind consumers about the products they appear to be interested in.
However, bear in mind that there is such a thing as too many reminders - do not overwhelm your subscribers because that can be counterproductive.
A practical method of demonstrating that you understand your customers' wants and needs is to make customized suggestions on what they should buy based on their previous purchases. For example, you can send out an email about details or deals on associated or complementary products. To succeed in making customized suggestions, you can rely on customer behavior analytics data you can gather by using website tracking tools.
You can also take it a step further and send guides with details on related products or accessories. For instance, if someone purchases a piece of clothing from your shop, send an email with a stylebook on how to assemble a complete outfit using that piece and other goods from your store.
This is an excellent strategy for demonstrating that you recognize what they want, but also for boosting revenue. Guidelines and tutorials can persuade your consumers to buy a few of the other products you've suggested in your emails.
Another advantage is that you can even save your clients' time because they don't have to spend a few hours browsing your store searching for a complete matching look. As a matter of fact, Infosys research shows that 96% of people want brands to assist them in discovering new products to some extent.
Include special occasions in your email marketing campaigns to keep things extra special for your readers.
There's no reason why you should miss out on any specific date. Metrics and your email marketing platform are working hard behind the scenes to ensure that you provide a personalized message when someone reaches an anniversary date with you or has a birthday coming up.
If you're just getting started with milestone campaigns or don't have a lot of user data to work with, sending birthday or anniversary emails is an excellent place to start. For this kind of message, you only need your client's birthdate or the date they signed up for your email list, which you can obtain when they subscribe using a basic form.
In many circumstances, an email could appear to be a one-sided dialogue. By encouraging your subscribers to participate in this digital conversation with you, you may avoid client turnover. You could invite them to share their comments on the content contained in your email. You can also use questionnaires to collect more information about the goods or services your subscribers are most interested in, which also helps you with segmentation.
If you serve the B2B market, everyone on your subscriber list is facing a challenge or attempting to achieve a goal. Consider some common points and create a poll that will only take your subscribers a few minutes to complete.
When it comes to business-to-consumer transactions, you have a lot of freedom in creating surveys. Use your imagination to evoke responses that will provide you with information about your subscribers' buying preferences. It can pave the way to an even better segmentation-based personalization.
Everyone wants to be seen as a unique personality with their own set of characteristics, wants, needs, and life experiences acknowledged. We all respect it when someone knows our name, achievements, and preferences. Customers feel the same way, and they applaud it when a company understands and caters to them personally.
With a strategic technique and suitable email personalization tools that meet your company's needs, you'll see an increase in engagement, brand recognition, and revenue.
Aqsa Mughees works as a Content Lead at Mailmunch with 5+ years of experience in creative content strategy. With a grip in digital content creation for the tech industry and an undying love for writing, she is crazy about helping businesses grow through content marketing.
August 1, 2022