Personalizing your emails is key to achieving success in your email marketing campaigns. This is because emails are more personal than most other marketing channels like blog posts and infographics.
As such, the more personalized and targeted the email, the better its chances of being read and converting prospects into qualified leads.
How then do you go about it? First things first…
What does it mean to personalize your emails?
Today’s customer wants to be identified with. They want to feel included, wanted and noticed. When they interact with your brand, they want to feel a sense of ownership and personal attachment. This is what moves them to take action.
Brands need to understand and act accordingly. The idea is to keep the prospects interested in what you’re offering while providing value.
Personalizing your emails makes the recipient feel like you crafted the message especially for them. Recent statistics suggest that personalized email campaigns can improve click rates by up to 14% and conversion rates by 10%.
With that in mind, let’s look at some tips on how to personalize your emails for greater efficiency and maximize returns on investment.
Segmenting your emails helps you understand each customer on a personal level based on their interaction with your brand. Gathering data about each client’s interaction allows you to understand how they think and what problem needs solving. You can segment clients based on
- Pages they visit
- Content they download
- Their geography
- Interest in a product or service
With segmentation, the recipients will receive emails that speak directly to their pain points and current challenges. This builds trust on their part and they’ll start to see your brand as an authority.
Use first names
Address each email recipient by their first name. For instance, rather than using something like ‘Dear Valued Customer’, you can use ‘Hi (recipient’s first name)’. This way the client feels you know him personally, which in turn, further piques their interest in what you’re offering.
This technique immediately creates a real personal relationship between the client and the brand. Also, using names in the subject line can increase open rates by over 40%.
Utilize behavioral triggers
This typically applies to workflows built using marketing automation software. These workflows can be set to execute a number of actions based on the behavior of the email recipient. For instance, if someone wants to sign up for a free demo on your website, they can click a link that automatically sends a demo video to their email.
Another example is when after making a purchase, the buyer starts seeing other recommended products based on what they initially bought. These behavioral triggers can create a more personalized experience for the customer and make them more likely to engage further with your brand.
Make your email recipients feel special. Creating standouts like birthday wishes, membership anniversary rewards, and holiday targeted messages, is a great way to make them feel like you’re not just concerned with making sales, but also value them as individuals.
Reach out at the right time
Understanding your client’s schedule allows you to reach out at the right time. This will give you a higher percentage of delivery, as well as higher open rates.
Some email marketing platforms provide in-depth data, such as which day your message was opened, whether the recipient clicked a link in the email, or even whether they unsubscribed from the list. Use this data to pinpoint ideal sending times for better results.
Use informative and educative content
Just because you’ve made a sale doesn’t mean you no longer need to communicate with your customers. Let’s say someone just purchased software that you’re selling. You could send them emails to help them better understand how to use it.
Give them handy tips and tricks on how they can use the product and get value from it. This can increase overall customer satisfaction and improve brand loyalty.
Link other relevant content
An important aspect of email marketing is to link relevant content. Drop links based on what the reader may need to know about a particular subject so they can expand their knowledge and ultimately gain more value.
This essentially personalizes their learning process, which is crucial for building and maintaining successful customer relationships.
Let Tulumi take care of your email marketing campaigns today!
The Tulumi team comprises seasoned email marketing professionals. We are the leading digital marketing agency serving Orlando and we take great pride in delivering excellent results from start to finish. Talk to us about your email marketing needs today by calling (800) 481-1720 or through our contact form. We’d love to hear from you!