Trade and marketing have always been able to keep up with technological advancements. As technology advances, marketing executives must be more creative in developing their strategies. Indeed, with technological advancements, the possibilities for attracting customers and attracting people are limitless.
With today’s social media platforms, millions of potential customers can be reached with little effort. However, the traditional methods are still relevant. Email marketing is still alive and well. It is still one of the most popular platforms for reaching out to and communicating with internet users. However, there is a new feature: e-mail personalization. Because people can respond to personalized emails, email marketing can survive the growing popularity of all other platforms. Let’s delve a little deeper into the topic…
Why Email Personalization?
There’s a reason why businesses use personalization to target and attract customers.
Personalization increases people’s receptivity to what businesses have to offer, according to science. People feel special when they receive personalized content because of its personalized nature. When a person is given something of their own, they feel more in control.
This creates a sense of empowerment in prospects, prompting them to make a purchasing decision!
You can also check this out if you want to know if email personalization is stil effective: is email personalization effective?
10 Email Personalization Techniques
Consider the possibility and potential of personalizing your business and brand. This can be as simple as including your own photo in the signature of one or two personalized emails you send to customers, or as complex as including your own photo in the signature of all personalized emails you send. Regardless of your decision, the best email personalization and cold email strategies sometimes necessitate a touch of “you.”
Interact with your readers by using their first names.
The first thing that comes to mind when you want to personalize your emails is to address the recipient by their first name. This adds a nice finishing touch to your newsletter and is a simple way to begin personalizing your messages.
However, it’s important to strike a balance and avoid using the first name too frequently; you don’t want to scare your reader by calling out to them all the time. You’ve probably also noticed that using people’s names in newsletters is a fairly common practice among many senders these days, making it difficult to stand out.
Mailing lists should be segmented.
You can start building carefully targeted and personalized email campaigns by dividing your mailing list into smaller groups, or segments.
In signup forms, ask relevant questions to your subscribers and use this valuable information for segmentation. For example, you could inquire about their home country, birthday, or the type of service they are most interested in.
There are numerous ways to begin segmenting your contacts; choose the ones that best suit your objectives. Here are some parameters to consider when segmenting your lists:
- Interest in specific products
- Attendance at your events
- Downloading Content
- How frequently they would like to receive your letters
- Placement on the customer journey
- Last purchase date and type
- The pages they visit
Make use of personalized subject lines.
If you’ve ever sent an email, you’re probably aware that each one begins with the subject. And, if you’re going to use email personalization strategies, shouldn’t you make sure your subject lines are also personalized? Keep in mind that this will be the first thing your customers and prospects see when they receive your personalized emails, so make it as catchy, relevant, and compelling as possible to entice them to open your email and increase your conversion rate. Mentioning their name is a simple but effective method. Also, your subject line should be brief and to the point; you can include the email address in the content itself.
Personalized emails based on behavior
In general, the best time to send an email is immediately after a customer visits your website, fills out a contact form, or makes a purchase in your online store. A specific behavior of your contacts triggers email personalization. So, when a customer or subscriber takes a specific action, a personalized email is sent to them to promote or encourage them to return to your site or contact you. This means that as soon as they complete such an action, you will send them personalized emails with a welcome message, product recommendations, better plans, extended subscription, and so on. On the other hand, action can also refer to your customers’ inactivity.
Personalize your business
Personalization does not have to be limited to using data from your customers. You can also personalize your brand. Personalization can soften the edges of big business and add a human touch between you and your customer.
They conducted several tests in order to personalize their emails and increase customer engagement. They experimented with sending two emails. HubSpot was one of the companies. The other was more intimate. It came from a member of the marketing team.
The outcomes were fascinating. The company’s email had a click-through rate of 0.73%. When the email was sent by a member of HubSpot’s marketing team, the click-through rate increased to 0.96%, resulting in 292 more clicks. A real person’s email was more likely to be clicked on. This also demonstrated customers’ positive responses to a more personalized business.
HubSpot’s email personalization tests were successful, but you can go even further to make your business more informal and personal. A conversational tone, pronouns like “we” and “I,” and making your emails appear to be from a real person should all be tested. Customers react to it.
Send based on customer segments
Marketing executives understand the significance of customer segmentation. For those who are unfamiliar with the term, it refers to the process of categorizing customers based on their similarities. Customers can be segmented based on their behavior, demographics, level of engagement, and so on. It’s similar to making various baskets of baked goods.
This is an effective method for personalizing emails because it makes your job easier and keeps you on track. In addition to maximizing the value of your customers, having a good customer segmentation will allow you to better optimize your personalization. This allows you to draft and craft emails that are most appropriate and effective for each of your customer segments.
Redirect to the appropriate content on your main website.
Redirecting a reader is an important part of email marketing. As a result, you must include links that will take readers to content that is relevant to the newsletter’s topic and the client’s interests.
When sending an email promoting a 15% discount on jewelry from your online store, for example, customize the link in a button CTA based on the jewelry a specific customer has already viewed. To ensure continuity of the experience, ensure that your email and the page to which the reader has been redirected are written in the same language. The visuals and text should be of the same style, and the CTA should have a consistent look and text as well. The reader can easily continue on the path to conversion with all of these elements combined.
Make out-of-the-ordinary content.
Are you looking for a unique (and thus memorable) way to contact a client? Show them that you know them by sending a personalized message that is both personalized and creative.
Here are some examples of such emails:
- Send a message on special occasions, such as a year after your customer has signed up for your service.
- Provide a special benefit to your most devoted customers.
- Send birthday greetings with a discount coupon.
Post-purchase emails are personalized emails sent to your customers to solicit feedback on the product or service they have just purchased. It’s as simple as sending an email that says “thank you for your purchase,” because it allows you to get a personal and honest opinion and comments. It will also make your customers more receptive to you because they have witnessed your flexibility and openness to constructive criticism. Email personalization is critical in improving or establishing a long-term relationship between your company and its customers.
Make use of the information you’ve gathered.
Once you’ve gathered this data and information through your contact forms, make sure to put it to good use. Make it a point to apply the knowledge you’ve gained to the email personalization strategies you’ll employ. This means you should compose an email that contains specific personal information or is tailored to the specific personal preferences of your customer segments. If you don’t stay current, you’ll waste your time sending emails that your customers are unlikely to read.
Personalize your emails and landing pages.
Although personalizing your emails is an important step toward more effectively targeting your customers, there is more that your company can do. You can increase your success rate by combining personalized emails and landing pages.
Your email and landing page should not only have a consistent look and copy, but they should also have the same personalized call to action for the customer. As a result of showing them personalized content based on data, the customer will have a more unified experience, making them more likely to convert.
Be open, communicative, and conversational.
The tone you use when personalizing emails has a significant impact on the outcomes of these strategies. Remember that the primary goal is to gain the trust of your customers.
Follow up and offer your assistance.
The personalized follow-up emails we’re discussing here are sent to check in on a customer (or visitor) who has added items to their cart but hasn’t checked in yet on your online store. check. This type of email personalization technique aids in sales growth. This will not only assist you in reaching the pinnacle of email personalization success, but it will also increase your revenue.
Make suggestions for relevant products.
Offer only relevant products to steer a customer toward a purchase. Track their purchasing history to make recommendations based on their previous choices.
Someone who purchased a tent is unlikely to need another one right away, but they may be interested in sleeping bags or other camping equipment.
Product suggestion emails are generally welcomed if the recommendations are well thought out and the recipient is satisfied with previous purchases.
Provide advice and tips for making the best use of your products.
Allow customers to get the most out of your product or service. Discuss features that a customer hasn’t used yet or is unaware of.
Customers, it goes without saying, do not want to be bombarded with messages urging them to buy all the time. On the contrary, making sure they can always learn something new will increase their loyalty and satisfaction.
Just make certain that the learning process does not become too difficult. To reduce the amount of text in the newsletter, use images and videos to explain the features, as well as links to the relevant pages.
Gather accurate and useful information
Before you can proceed with email personalization, you must first understand your customers beyond their customer identity. You must know something personal about your customers in order to send personalized emails. Inquire about their birthday or age, location, hobbies, profession, special preferences, and so on. It would also be beneficial to understand why they visited your website or joined your subscription plan, as these questions will allow you to tailor the personalized emails you send. You can collect this information by incorporating these questions into your website’s contact or registration forms.
Birthdays should be celebrated.
Celebrating the good days with your visitors after collecting their personal information via the contact form could be one of the most effective email personalization strategies you can use. Indeed, doing so greatly improves your brand image, and you will no longer be thought of as a simple e-commerce company, but as an entity that cares about its customers. On their customer’s birthday, you can send them a personalized email (and you can even attach a gift card for them).
Send triggers for behavior
You can track a customer’s position in the customer journey by sending emails based on their actions. Behavior triggers can also be used to re-engage customers who have vanished from the map.
Behavioral emails assist you in understanding your customers’ needs at various stages of their journey. They also help you stay in the recipient’s mind because they receive emails from you on a regular basis. You can send behavioral emails in the following situations:
- You want to welcome a new customer and advise him on how to use your products.
- Someone downloads your content or attends your event.
- You want to provide the customer with an account activity report.
- A client has not used your services in a long time.
Reach out to your readers at the appropriate time.
Respect your readers’ time: When a customer is ready to read your message, deliver it. Check to see when is the best time to open your emails.
You can easily track when and where your messages are read using an email marketing platform. This information enables you to send messages at the appropriate time.
Remember to factor in different time zones and national holidays.