Email marketing is an effective tool for marketers and business owners. It is growing in popularity with consumers.
Although you may have implemented email personalization in some way, such as addressing customers directly, it is possible to go further.
This article will discuss 15 email personalization strategies that you can use in your marketing.
Let's first discuss email personalization before we get to that.
Does Email Personalization Work?
The short answer to this question is “Yes.” According HubSpot's State of Marketing report 78 percent of marketers reported an increase in email engagement.
HubSpot's survey shows that 20% of e-commerce, retail and consumer goods companies and service providers personalize email based on specific demographics.
Email personalization is the process of customizing email content to the recipient's interests, location and other details. This can help increase sales.
Email personalization has many other benefits.
- Increased click-through and open rates
- Reduced unsubscribe rates
- higher customer satisfaction.
- Opportunities to re-engage customers
72 percent of consumers also say that they only engage in personalized messaging. Customers expect brands to be able to understand their individual needs.
It is easy to personalize emails. You could, for example:
- Only send an offer if the recipient has just brought an item.
- Modify wording depending on where you are or what time it is.
- Personalize your language and images
Email personalization, just like all marketing areas, has its limitations. Some techniques, such as customer recommendations, may not be suitable for all.
Over-personalization and sounding too familiar can lead to people being scared. We will discuss the most important areas later.
We now have a better understanding of email personalization and the benefits it offers. Let's look at 15 methods that actually work.
1. 1. Collect the right data
You won't be able to personalize your data if you don't collect the right information.
This sounds easy enough. But where do you begin? You can collect information from your readers by signing up for our newsletters.
You can ask subscribers additional questions when they sign up for your email list.
You could, for example, ask them:
Keep your requests for information brief and to the point.
Next, integrate to collect even more data.
Integrations can be great if you don’t have the resources to gather information.
To find out what your subscribers want, create a subscriber preferences center, such as the one created by Campaign Monitor.
Once you have the data you need, you can personalize your subject lines.
2. 2. Use personalized subject lines
Email marketing has always had a strong focus on subject lines, but they need to be precise for best results.
They should, for example, differ from one industry to another, or audience to audience, etc.
To find the most efficient, you can run tests. You can test your subject lines to see if they are effective.
Conversion rates and open rates can only be accessed from here.
After you have your subject lines down, focus on triggered email.
3. Use behavior-triggered emails
Automated responses to customers' interactions with your products and services are called behavior-triggered emails.
This is the future of email marketing, and trigger emails have a high open rate.
These emails allow you to establish a personal connection with your customers.
Behaviour-triggered emails make it easier to build relationships. These emails allow you to communicate with customers without needing to think about it. They can also help you convert readers and increase the lifetime value for existing customers.
These emails are everywhere, even though you might not realize it.
When a website emails, it's because you haven’t logged into or made a purchase in a while. This is a behavior-triggered email.
You can also send triggered emails to a variety of reasons. These include to welcome readers, reengage them or upsell your products or services.
There are many tools available to send great trigger emails depending on the business. Intercom.io is for B2B and GetVero.com is for marketers. Klaviyo is for e-commerce.
4. Subscriber tags
Subscriber tags allow you to send CTAs personal to your email content or trigger emails.
This technique allows you to tag subscribers based upon their actions, such as visiting a page or clicking on a hyperlink.
Next, send emails to recipients using matching tags.
This method saves you a lot of time as you can easily segment your workflows with one email.
ConvertKit is one of the most popular mailing list providers.
5. Ask the right questions
Asking questions is a great way to segment your audience. Although it's an easy way to segment your audience, you need to make sure that you ask the right questions.
Ask customers to:
- What attracted them to your site?
- What made them want to use your service?
- What are their most pressing needs?
These questions will help you quickly find out what's wrong with your actions, which makes it easy to send targeted emails.
Be unique, but not too generic. You can appeal to customers with emotional appeals, humor, emojis and other freebies.
Alternatively, ask opinion questions. People want to feel that you value their opinions.
We've already discussed email personalization techniques. Now it's time for us to get deeper.
Personalize your emails by suggesting more actions or purchases based on past transactions.
Amazon is well-known for this, with its “Frequently Brought together” upsell feature. Netflix follows a similar approach to get customers to watch another movie.
It works because readers appreciate “recommendations”, especially if they have made similar purchases in the past.
Instead of trying to reach everyone with one promotion, send it to the people who are interested in a similar topic.
This can be done in any industry, by suggesting similar products or services. Offer a discount to increase sales.
7. Optimize landing pages
Email personalization can increase your open rates. But, ultimately the goal is to convert customers into readers.
This is possible by ensuring that the landing pages you link to correspond with the ideas contained in the messages you send.
Imagine Amazon sending you recommendation emails without links to actual products. It doesn't seem right, does it?
This is why landing pages should be included in as many emails and as many as possible. It is important that the landing page corresponds to your target customers and their current buying stages.
There are many tools that can help you include dates and times in your emails.
This is a great way to drive engagement, as these limited-time offers emphasize urgency and push people to take action.
You can create urgency and build towards a paid offer by creating a sense. Don't forget to remind your customers not to delay or cancel their order. It's important to set a deadline that is specific.
Do you think this approach could work for you? Templates are available or your provider of mailing lists should have one.
You can also sync emails with countdowns to sales, product launches, giveaways, and more.
9. Create customer personas
Customer personas are a representation of your ideal client. They are used by companies to identify the characteristics of their ideal customer and their typical behavior.
These personas will help you to better understand your customers and their needs. This will allow you to enhance your business and personalize emails by satisfying their needs.
You can create customer personas using multiple data points. Instead of asking one question, group customers by using a combination of attributes and actions.
Your personas may look something like the following once they are complete:
You can find many step-by-step guides to building personas that will help you create them according to best practices.
- identifying your target audience
- Your customers' eyes will show you the world
- Research is a great way to understand your customers' frustrations and needs.
- Use data to understand your target audience's online behavior, likes/dislikes and so on.
- Email personalization is a way to meet the needs and wants of your customers.
10. Use Time Zones and Location
It is no secret that sending emails at certain times of the day is more effective than others.
Your customers may love to get an email at 8 a.m. but they might respond better if they receive one at 5 p.m.
Chances are, however, that not all of your customers live in the same place. You may find them scattered around the globe, in different time zones and receiving your emails at unoptimal times.
What can you do to overcome this problem? You can use your customers' data for the most effective times to send emails.
It's easy to send time personalization with just a few clicks. Companies like MailChimp make it possible.
11. Personalize your business
Email personalization should not be limited to customers' data. You can also customize your brand.
It's easy to customize your company's performance and it can make all the difference in your company's success. It takes only a few changes to automate many of the tasks.
Nike is the place to go if you are looking for inspiration. For:
- Seasonal campaigns
- Order confirmations
- Hot-this-Week Deals
You can test aspects like a conversational tone and words like “we”, “I” and making emails appear like they were written by a real person. It is received by customers.
Another effective tool for personalizing emails is to mark customer milestones.
This shows customers that you appreciate their accomplishments and your company appreciates them. This increases customer engagement and makes them feel valued.
These milestones are worth noting:
- Your customer's first anniversary
- A customer's birthday
- The accumulation of a certain number of points
- Completion of a course, or similar.
A picture is worth a thousand words, as they say. Or to put it another manner, one image can convey a thought better than a lot of text.
It's important to keep your messages brief, as people are more likely to read emails while on the move. But it's not only about that. Your customers can also benefit from imagery.
Marketers can personalize emails with imagery to create an emotional connection with customers. This allows them to motivate them to take action, and possibly influence their buying decisions.
Another advantage of pictures is their flexibility.
Images can be used in many ways. They can be used to showcase products, illustrate the benefits of a product, or simply brighten a customer's day.
These are just a few of the things you should be aware of.
Images should be:
You can also personalize images for specific customers using their data, preferences and location.
14. Reach out to customers
Your bottom line can be affected by cart abandonment, poor engagement and lack of follow up. Email personalization can help you overcome these issues.
Customers can be reached out to for help and support. You could, for example, send
- You can include a coupon code in your emails about abandoned cart
- An offer for something that a customer saw but didn't purchase
- An email asking for assistance and asking why they have left.
- Three days following their visit, they receive a follow up email
Send email tutorials and similar messages. These messages can be personalized by using your customer data. This will allow you to understand how customers use your products and where they need your assistance the most.
- Is your customer able to understand all the terms and conditions of their purchase?
- Do they have any other features that could be improved?
- Any information about the product or service that could make someone's life easier?
Yes. Follow up with them and resolve their problems!
15. Pay attention to the small details
Apart from the already mentioned areas, email personalization can be further enhanced by:
- Different versions of an email can be tested by A/B testing
- Based on customer data, each click allows you to change the email copy
- Address any past interactions
- Include a call-to-action
- Segmenting your audience into groups with similar interests and use cases for your product is a great way to segment your audience
Email PersonalizationFrequently Asked Questions
Is email personalization effective?
Because they are more likely to be read and resonate with customers, tailored emails are more efficient than generic ones.
What is the time it takes to personalize emails
Emails customized can improve engagement and provide a better user experience. It's worth spending the extra time.
What is the cost of setting up personal emails?
Two main factors affect the cost of email personalization: how many emails you need to send, and what your plan is.
Which emails should you personalize with your name?
Emails that are promotional or transactional can be personalized.
Email Personalization Conclusion
Businesses can increase their ROI with email personalization. This is one of the most effective marketing channels and it's being used by many small and medium-sized businesses to help them grow their business.
This technique can also increase customer loyalty and improve conversion rates.
But, you will not get results if your approach isn't right.
Email personalization must go beyond the customer's first name if you want to convert customers. This means adapting to different time zones, responding to customers' needs and using imagery.
Email personalization is a way to make customers feel valued. People who feel valued are more likely make purchases with you.
Are you using email personalization in your marketing campaigns? What are your favorite email personalization techniques?
By: Neil Patel
Title: 15 Email Personalization Techniques That Work
Sourced From: neilpatel.com/blog/email-personalization-techniques/
Published Date: Tue, 05 Oct 2021 21:00:00 +0000