If an email begins with the prospect's name, the prospect is more likely to read it. If the email is well-written, that is, if the email content addresses the prospect's concerns, the prospect may click a link in the email, read a few articles on the website, and even make a purchase. You save time and successfully nurture your leads by using email personalization.
We will go over the following:
- What is Personalized Email?
- How to Create Personalized Emails?
- Which Emails are can be Personalized?
- Benefits of Personalized Email
- Why Personalizing an Email Is Important?
What is Personalized Email?
Personalized Email is a method of email marketing in which subscribers' personal information is used to create more tailored mailings. It treats each customer as an individual and dramatically improves email marketing stats.
In the context of email marketing, personalization refers to the act of tailoring an email campaign to a specific subscriber based on the data and information you know about them. It may be their initial name, the most recent thing they purchased, where they live, how many times they log into your application or a variety of other details.
Personalization is a broad phrase that encompasses a wide range of sophistication. Email personalization can be as simple as using a subscriber's name in the subject line, or as complex as modifying the content of an email based on a subscriber's gender, location, or other data you have about them. Personalized emails are a tried-and-true way to increase the open rate and click-through rate, along with your ROI and revenue.
How to Create Personalized Emails?
Companies may use personalized emails to establish a customer-centric communication strategy, so here are some best practices for creating personalized emails:
- Sort Your Mailing List
Segmentation is a way of categorizing subscribers into groups based on shared characteristics such as gender, age, location, and interests. Determine which segmentation method is best for your company. If you sell surfboards in the United States, segmenting your customers by location is an excellent idea. - Make Your Subject Line Unique
In a subject line, include the subscriber's name because addressing someone by their first name is the first step toward creating trust. Make them think that you are their friend talking to them. - Use Smart Personalization
Personalization of the subject line is only the tip of the iceberg for savvy marketers. Use gender, age, and location data to construct variables in the mailing list. Smart personalization enables you to send emails based on a single email template but with various text or pictures, content depending on these characteristics. - Send Triggered Emails
Users' behaviours trigger automated emails such as abandoned shopping cart emails, reactivation emails, and birthday emails. These emails show individuals that you care about them all of the time, giving them that warm feeling that we all lose in today's digital environment. - Allow Subscribers to Personalize their Preferences
To enhance credibility, include a preferences block in the footer of your email. If you work for a news source, let readers choose the type of content they want to receive: politics, ecology, technology, nature, and so on. It helps in the development of trusted relationships with the audience as well as the collection of data for future advanced personalization.
Which Emails are can be Personalized?
We're used to seeing our names in newsletters or customer details in confirmation emails. With the advancement of digital trends, we are seeing an increase in the number of choices for personalizing emails.
- Welcome Emails
To encourage your new subscriber to keep using your service, you email a friendly account confirmation. You may need to know your user's name, location, preferred language, and device in order to provide a more personalized experience. - Onboarding Emails
This is a broad category of messaging aimed mostly at increasing user satisfaction. Sending a series of emails is the ideal practice because it allows a user to have a better understanding of the application and make the most of it. Track user behaviour to provide them with features they haven't yet discovered or to convey information about noteworthy use cases. - Product Updates
Keep the data in your database and alert your customers about product updates. Users will pay for your feature if it helps reduce their problems. If you sell clothes, you can send out new collection announcements based on your customers' tastes. - Anniversary Emails
If you own an e-commerce business, the possibilities for motivating clients to buy are only limited by your imagination. Offer a discount on your product to commemorate your users' birthdays and anniversaries. - Time-sensitive Offers
Your online visitors have recently viewed many things but have not made a purchase. Offer customers a discount for these items that are only available for a limited time. - Messages based on Previous Application Usage or Purchases
If someone buys a fridge from your online store once, he or she is unlikely to need another one in a year or two. However, it could be a wonderful opportunity to sell additional kitchen items. If you're marketing an email-sending platform, your user may be approaching the sending limit.
Benefits of Personalized Email
Personalizing an email gives numerous benefits that include:
- Increases ROI
You should expect an increase in revenue if you perfect personalization in your email campaigns. - Better Customer Engagement
Customers are more inclined to purchase from businesses that give them individualized communications. If you invite individuals to your webinar and include a picture of their city in the invitation email, happy feelings are likely to do the trick. - Enhances Sender Reputation
Personalized emails increase email marketing engagement, which leads to fewer spam complaints and fewer unsubscribes. It improves your email deliverability and establishes a better sender reputation. - Encourages People to Share Personal Information
If personalization is possible, people are prepared to share their data with marketers. The way brands use this information should be honest and fair. Let's imagine a middle-aged male user signs up for a travel equipment online store's newsletter. The store should warn you during the membership process that the information about his gender and age will be used to deliver exciting email marketing. - Increases Open Rates
Aside from the sender's name and pre-header content, the subject line is the most important factor in determining the open rate. More opens result from personalized subject lines, and this method is simple to execute. People must fill out the subscription form with their names so that you may include a named variable in the subject line when generating an email campaign. - Helps to Create Relevant Content
Companies that know a lot about their subscribers can personalize their products and services to the correct audience more imaginatively and engagingly. - Satisfies Subscriber Expectations
People expect a personalized approach from you when they subscribe and share personal data, and failing to deliver on that expectation frustrates your audience and raises questions about trust.
Why Personalizing an Email Is Important?
Isn't segmenting your audience into buckets and sending them tailored emails enough? Isn't it going to help you get the sales and conversions you want?
No, not at all.
It can make your emails more relevant to the reader, but it won't make them sound like they're having a discussion. People will not read anything if they do not feel emotionally attached to it.
Before even seeing the brand name, the modern client asks, "What's in it for me?" Few brands have been successful in inspiring loyalty and overcoming resistance. Small businesses and start-ups typically do not have a large number of repeat customers, therefore they must focus on developing strong client connections.
In your lead-nurturing arsenal, personalization is a really effective weapon. If you're still not convinced about the value of email personalization, consider the following statistics:
- According to Campaign Monitor, tailored subject lines resulted in a 26 percent rise in open rates among its own clients
- Campaign Monitor, a marketing company, discovered that segmented, targeted efforts can increase revenue by at least 760 percent
- According to Monetate, personalization can increase sales by up to 20%
- According to Statistica data from 2016, 13.1 percent of emails with no personalization are opened. 18.8% of the time, personalized emails are opened
- Experian, a financial services provider, found that customers were six times more likely to make a purchase after receiving a personalized email
Conclusion
Personalized Emails can improve open rates, click-through rates, sales and revenue, and the conversion of leads into customers. If you haven't already done so, now is the time to get started. It all starts with understanding a little bit about your customer's background other than their name. This data allows you to create personalized subject lines and headlines, as well as email body content and the appropriate call-to-action.
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