The key to the success of email marketing is to work with all tools available to you. Sadly, the majority of the companies develop a comfortable email routine, become accustomed to it, and keep following it, disregarding some of the best tools that are available because they are not sure how they function or whether or not they will be beneficial to their campaigns.
What is email personalization?
So, what exactly is email personalization and why does it matter?
Email personalization is where customer information is used to develop targeted and relevant email campaigns. These campaigns are like, it’s made for that customer.
Most people believe this just means greeting someone in the salutation line. It goes beyond that. The only way you, as a marketer, can pull off a personalized email campaign is to know exactly as much about the customer as you can have at your disposal. This can be age, gender, or even email preference at times.
You can then use this information in your favour to send content or offers that your customer would be interested in. Because of your content’s relevancy, it makes it so much easier for them to latch onto your brand and product.
Personalization, where marketers underuse it, are among those who consider it to be one way of putting a person’s first name into the subject line or an email. In a recent online survey, improving email personalization was ranked the number one goal for 38 per cent of marketers and rated the number one challenge by 36 percent of survey respondents.
Five personalization techniques to buy your audiences further
The following are five audience engagement techniques that have worked for customers and you ought to embrace and employ in your email marketing campaigns.
1. Send segmented emails based on interests.
Segmentation is basically halfway into personalization. Create separate group lists and, with them, content tailored to each group, thus earning some real revenue.
2. Change product images dynamically using subscriber data.
It appears that most people do not consider personalizing an e-mail due to the supposedly huge time commitment it involves. But it doesn’t need to be so. You can create a single e-mail, and within that email, the images and text reflect the subscriber’s details. This is dynamic content.
3. Offer email classes of interest to subscribers.
Publishers have now started a unique, personalized way of keeping subscribers engaged through email classes. The class sign-ups set off a series of learning-based emails over a period of time. Thanks to marketing automation, this works like a charm.
4. Send emails based on subscriber behaviour.
Another great way you can engage your audience is via sending automated e-mails based on their actions. Did they visit a certain web page more than once? Optionally, you can send content relevant to their action on that web page. If you see that a subscriber clicked a link inside an email, engage that person by sending content based on that event.
5. Create a buyer persona.
One of the best ways to find out what your customers want is to walk in their shoes. This is truly what buyer personas make possible.
A buyer persona is essentially a profile of your customer. You could shape a persona based on demographics, gender, income, or the numerous other descriptors that make for your ideal customer. And then, you can use this model to cluster those customers who fit or closely represent this profile.
The benefits of email personalization
Increases open rates
Customized emails don’t just focus on the email’s body; you can also personalize your subject line to increase open rates. Emails personalized with a personalized subject line have higher open rates mainly because they catch the attention of the audience with ease and stand out in reception.
Boosts customer engagement
Personalized email campaigns have higher engagement rates than generic ones, which means more people are opening, reading, and taking action on them. Personalized emails have more chances that some people click on links back to your website allowing you more opportunities to convert.
Improves relationship building
Customers desire more personalized experiences with the brands they adore. Well, while it is impossible to meet all your customers face to face for a business, yet email personalization makes it possible. Though you offer the same sort of products or content, emails can appear personalized for the customers, allowing you to improve valuable customer relationships.
Drives sales
The purpose of email marketing is sales and revenue. Email personalization offers increased open rates and engagement, so users are more likely to click a link back to your website, giving you more opportunities to convert subscribers into customers. Also, since personalized email campaigns allow relationships to build, customers will be more inclined to buy your products and services because they feel a sense of connection to the business.
If you’re looking to enhance your email marketing strategy Our team of experts at 77 Million is dedicated to helping you create personalized, engaging content that drives results.
