We all know that personalization is a key ingredient for creating a successful marketing campaign. This is the reason why email marketers are using lead-generation tools to gather customer data and personalize the message. But, personalized emails don’t always translate into better open rates or conversion rates. This article will help you create more effective personalized emails in order to achieve your goals.
A personalized email is one of the most powerful ways to generate leads and convert them into customers.
A personalized email is one of the best conversion tools for any business in the world. It can be used to build a relationship with a potential customer, convince them to buy something from your store, or make them feel special just by reading what you have written in your email.
A personalized email is a message addressed to one recipient or one group of recipients from the sender, and is typically sent as email. The use of such messages is seen as an effective way to get people to do what you want them to do.
There are many types of emails that can be considered personalized, but how you define personalization depends on who you ask. For instance, some might consider an email message with their first name in the subject line as being personal, while others might not.
Personalized emails are used for many purposes – they are used to promote products and services; they’re also used in customer service departments for customer feedback and complaint requests; they’re also used in the call center when managers want feedback on a product or service.
The example of a personalized email is an email sent to a customer with their name in the subject line and greeting. This type of email is usually sent to customers who are about to make a purchase or have made a purchase.
An important aspect of these emails is that they are personalized for each customer. They carry the customer’s name in the subject line, and greetings are tailored to individual tastes. The sender can mention their order number, offer an incentive, or ask what the customer liked most about their purchase experience.
The Fundamentals of Personalized Emails
Using a recipient’s name, rather than a generic “hello,” is just the start of what goes into a personalized email. Other noteworthy aspects to consider are:
List segmentation is the process of grouping contacts based on key demographics and where they are in the buyer’s journey so that recipients receive only content that is relevant to them.
Timeliness: Trying to reach out to current and potential clients with content and promotions that are relevant to them at the time.
Automation: Drip campaigns, for example, use a recipient’s actions to determine what content they see next. A personalized promotion sent in response to a new opt-in subscription or abandoned cart, or useful instructional information that assists them in getting started with a new product or service purchase, are examples.
Human touch: Indicating that an email is sent by a real person rather than a generic brand. Personalization is based on this human-to-human connection, with the “From” name alone having a significant impact on whether recipients open an email.
Email Personalization Benefits
Increase revenue – Studies have consistently shown that email marketing with a personalized message outperforms non-personalized email marketing. Relevant “subject lines” increase open rates, and the personalized message inside better engages the audience, resulting in more conversions. It enables you to close more sales and generate more revenue.
Faster sales – Email personalization not only helps you generate revenue, but it also does so more quickly. The most important reason for this is that personalization of the email allows the reader to make a decision more quickly. A non-personalized email does not garner as much attention and may be perceived as unethical behavior.
Increase conversion rates and engagement – Using tracking systems, marketers can create email lists for targeted campaigns based on user behavior, consumption patterns, location, language, or even event tracking. With email ID segregation, one can create a separate communication for each email list, resulting in higher open rates, click rates, and conversions.
Better recommendations – With the advancement of technology in email marketing, we can now send “event-based or triggered emails.” If we personalize these emails, their relevance will increase, and you will get more conversions from your email marketing activity.
Customer loyalty and brand loyalty – When you send personalized emails to prospects or existing clients, you make them feel special and build a stronger relationship. This causes clients/prospects to develop an interest in your brand/service and stay with you for a longer period of time.
Why do companies require personalized emails?
Every day, customers receive thousands of promotional emails. Some emails are discarded, but personalized emails stand out in the recipients’ inboxes.
Why do emails end up in the trash?
With the rise of scams, consumers have trained themselves to recognize junk messages. As a result, impersonal and irrelevant messages are ignored. This prevents you from reaching the inboxes of your subscribers.
Personalized messages, on the other hand, are unique to the recipients and do not fit into all email campaigns. Subscribers prefer to open messages that are relevant to their needs and interests. Email personalization increases brand trust and improves customer experiences.
Email Personalization Methods
Personalized Recommendations and Landing Pages – Track your customers’ browsing history on your website, cart abandonments, interaction with CTA buttons, and so on. You can be in the right place at the right time if you have this information. Promote products they frequently look at, upsell a more modernized product version, and cross-sell useful items.
Choosing the Correct Questions – Asking the right questions is one way to personalize email for your customers. Allow them to select the type of content they want to see. You can create emailing lists and personalize your message for your audience once you know their preferences.
Configure Behavior Trigger Emails – When users take a specific action, an email is sent to them in response; these emails are referred to as trigger emails. When someone subscribes to an email list, for example, you can set up a system that sends him a welcome message. Similarly, when someone orders, fills out a form, asks a question, etc., he can receive a personalized email. You can even send follow-up emails to people who haven’t opened your emails in the last six months. These emails have a higher open rate, higher engagement, and a higher CTR.
Using Merge Tags – One of the most powerful tools in an email marketer’s toolbox is the use of merge tags. A merge tag is a piece of code that enables you to insert specific user data from your mailing list into emails. You can address your users by name by using merge tags. This helps to capture their attention while also establishing a personal relationship with the reader. Your target audience (email list) contains audience fields (likely on an excel sheet) that refer to the information of your contacts. Each audience field is associated with a distinct merge tag, which appears as a snippet of text swathed in special characters: *CUSTOMIZE*. When you insert a merge tag into your campaign, the material stored in the corresponding audience field replaces the tag.
Create Customer Personas – It is critical for marketers to understand their customers. You can have accurate communication in place if you describe definite attributes of your customers including such location, age, interests, preferences, and problems, etc.
Statistics That Show The Importance of Personalized Emails
- In 2017, the most effective email strategies were list segmentation and personalization.
- CTR for segmented email campaigns is 50% higher than for untargeted campaigns.
- During a SuperOffice email marketing experiment, a segmented email campaign received a 94% open rate and a 38% CTR, while a non-segmented email campaign received a 42% open rate and a 4.5% CTR.
- Personalization in email marketing is used for three reasons: improved open rate (82%), higher CTR (75%), and improved customer satisfaction (58%).
- List segmentation (51%), personalization (50%), and triggered emails (45%) are the top three email marketing tactics.
- Marketing companies who send segmented campaigns see an increase in revenue of 760%.
- A personalized subject line gets 62% of emails opened.
- Email segmentation and personalization generate 58% of revenue.
- Personalization is the most effective technique, according to 62% of marketers.
- Open rates for segmented email campaigns increased by 39% revenue.
- 88% of users agree that if an email appears to be personalized for them, they are more likely to respond positively.
- deliverability, and sales leads all increased by 24%; and transactions increased by 18%.
Ways To Create Personalized Emails
Send emails at the optimal time:
Certain times of day are better than others for sending email newsletters. Conduct A/B testing and use customer data to send emails at the most effective times.
Ask the right questions:
Ask the appropriate questions in order to collect insightful data and effectively segment audiences. Create customized content to increase customer engagement.
Create behaviorally triggered emails: To engage audiences, create trigger emails. Trigger emails are a more efficient web communication tool than traditional emails, with a higher open rate.
Recognize your customers’ personas:
Examine the customers’ behavioral patterns and interest in group formation. Send customized content based on their website activity and download history.
How does email personalization boost audience engagement?
Email personalization is the most effective method for increasing user engagement and improving conversion rates.
Marketers, on the other hand, have a wealth of data at their disposal. However, they must understand new technologies in order to send the right message at the right time.
With the rise of new technologies, marketing has become easier and smarter. AI and machine learning can be used to improve marketing campaigns.
Email marketing, on the other hand, aids in capturing customers’ attention to products by improving client marketing strategies.
12 Personalization Techniques for Email Marketing
Product recommendations based on profile
This is one of the first personalization levers: offering a product tailored to each Customer’s profile. Customer knowledge is a critical issue at BforBank, upon which a personalized email strategy is built. The bank introduces new clients to products that match their profile and expectations as soon as they arrive. This recommendation principle has long been demonstrated to be effective in terms of conversion.
Interactions can be used to strengthen brand connections.
The Sporting Club of Portugal, based in Lisbon, has over 3.5 million fans! A large community must be energized in order to strengthen ties with the club. A personalized email strategy has been developed for this purpose.
As a result, the public is contacted individually during events:
Before each game, the team’s stars sign a personalized message inviting fans to the stadium. Following the meetings, the players either thank the fan for his presence or notice his absence.
These messages, as simple as they are effective, create an undeniable bond between the club and its audience.
To sell off inventory, promote on ultra-targeted segments.
Personalization can be done on very specific segments, with several criteria combined, in addition to offering products that are similar to the profile.
Etam recently tried out a promotion to clear out a stock of large size underwear. An email was sent to this target as a result of a database search and the extraction of a specific segment. The operation, which was simple and quick to set up, allowed for the majority of the stock to be sold in two days. The results were even nicer on the email channel than they were in stores or on the web.
Purchase history can be used to enhance the experience.
The AccorHotels group, which began its digital transformation about three years ago, has redesigned its offer in order to improve the Customer experience. The Accor Customer Digital Card is now available thanks to the creation of a single database for all of the group’s activities worldwide. Prior to visits, the group can offer personalized services based on each Customer’s preferences and history. This improved Customer experience naturally leads to increased loyalty, which in turn increases Customer knowledge. According to AccorHotels’ CDO, personalized recommendations generate 30% more business on average.
Geo-targeting in-store traffic
This is a common personalization technique in the retail industry: sending personalized emails to drive traffic to stores. The Naf Naf brand is one of these players: it sends personalized emails to each Customer, with her first name, last name, and a unique barcode based on her geographical location, and thus the store to which she is assigned.
This barcode then allows the customer to take advantage of an in-store promotion, and the brand to bring their offline and online experiences closer together.
Improve service by focusing on the customer.
Personalized emails can perform a service function in addition to enriching the experience. This is what the SNCF does: personalized email alerts are sent to Transilien and TER train subscribers.
The alert is sent in the name of the TER in the region, and the content is completely personalized based on the train number, departure station, departure time, arrival station, departure time, arrival time, and the reason for the disruption.
Customer Journey Scheduling
Some brands find it interesting to follow each Customer on his or her journey after using a product or service. This is the case with L’Oréal’s Innéov food supplement brand, which has created a personalized coaching program for each user.
The idea is to provide personalized dynamic content for real coaching, which will increase loyalty and sales. The user is followed, stimulated, and encouraged until the end of her cure, with each product corresponding to a cure of a certain number of days or weeks. The results of this campaign show a very positive reception of these messages as well as a high level of reactivity.
Celebrate events to foster greater connection.
Still, from a relational standpoint, some brands do not hesitate to celebrate the anniversary dates of their Customers’ enrollment in a relational program. In the United States, Jet Blue does something similar: on each anniversary date, the Customer receives a personalized email with content that has a fun tone and keeps the brand name in mind.
