5 Simple Ways to Personalize Your Email Marketing Campaign
Get closer to your customers by putting email marketing personalization to use
The early days of the Internet when one-size-fits messaging worked passed long ago. Today, marketers have to work hard to create relevant and personalized content that speaks to unique needs of customers, offering them only those products and services that add value to their lives.
Truly personalized emails catch the recipient’s attention from the very first second when he or she sees it in the email box.
But how can one achieve ‘personal’ email marketing to get more opens and clicks? In this article, we’ll cover some basic tactics for crafting personalized, lead-generating messages.
Step One: Segmentation
There are numerous ways of building a mailing list and growing it: subscription forms, email-only special offers, freebie downloads, and many, many more.
But having such a long list is not enough. You should slice and dice it to make a personalized approach work. Segment the list using specific criteria (e.g., age and gender) and position your offers specifically for each of the segments.
Creating messages that will resonate well with particular segments, you will get the message right and improve conversions.
Step Two: Add a Real Reply-to Address to Your Emails
You are sending an email to your prospects with the sole purpose to engage them and lure in to make a certain action, isn’t it? Using a ‘no-reply’ address for your messages, you don’t give recipients an opportunity to respond directly.
This is definitely a wrong tactic. A prospect interested in the offer described in your email may have additional questions about it. Having to head over to the ‘Contact Us’ section to find an email address to send a question to will frustrate even the most patient people. Allowing prospects to ask you all the necessary questions by simply clicking the ‘reply-to’ button is a easy way to engage them and improve loyalty to your brand.
Step Three: Use a Custom Sender Name
To reach greater personalization, use a real person’s name in the emails you send to your audience to make them not only more credible and recognizable but also more engaging.
Doing so, you will increase the open rate of your emails as most Americans, for example, decide whether to open an email by looking at the name of its sender.
If possible, utilize a name that your leads may know (e.g. a sales rep they talked to or your CEO). You may do this by simply checking a corresponding box in the settings of your marketing automation solution.
Step Four: a Touch of Personalization in the Email Body
A well-written email copy will never sound like a marketing message, and such personalization can be obtained by putting implementing personalized information into the email body.
Remember that your marketing team has put much time and effort to collect as much information about your leads as possible. Why don’t you make use of this information for your benefit?
The easiest way to make the body more personal is to greet subscribers with the first name., addressing them more directly.
Step Five: Recommend Products
Customers’ recent purchases and browsing history are a never-ending source of inspiration for a smart marketer in all the endeavors, with email marketing being no exception.
Leverage this valuable information to create irresistible email campaigns, boosting sales through relevant product recommendations speaking right to ever recipient, depending on his or her preferences. But be wise about using such recommendations: a separate section at the bottom of the page is enough in most cases.
Personalized email marketing is a proven way to grab attention of prospects, as it helps online businesses increase the open rate, build trust and improve recognition of a brand, ultimately leading to higher sales. In this article, we’ve described some effective tactics for achieving email personalization. We hope you find out tips useful and they help you reach new marketing heights.
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