- March 2, 2022
- Posted by: Christina Milian
- Category: blog
Customers nowadays are demanding and expecting more relevant and customized content for their business not only online but also offline.
In order to meet these expectations, marketers are leveraging email personalization to migrate towards 1:1 involvements but exceed customer expectations and keep them away from all kinds of competition.
“Personalization – it is not about the first or last name. It’s about relevant content.”
~ Jan Dak
Most marketers give priority to customization when they are asked about one capability that is vital for marketing. Moreover, Marketers see an average increase of 20% in sales when using personalized experiences and there is an also increase in sales.
Marketers of all levels and capabilities can enjoy all benefits of sending more functional and customized messages that obtain results.
Before knowing about various email personalization strategies, let us know what email personalization is?
What exactly email personalization means?
Email personalization targets an email campaign to any specified subscriber by using all data and information about them. The information can be their first name, the product they brought last, where they are living, the number of times they have logged in to your app, and the number of data points.
Source: HubSpot Research, Global Survey Nov – Dec 2020
Personalization is a comprehensive term, and it varies in sophistication. Some of the standard email personalization tactics involve using the name of the subscriber in the subject line, and some of the advanced tactics include altering the email content depending on the subscriber’s gender, location, and some of the other things that you might be knowing about them.
Email personalization is one of the best ways to enhance your open and click-through rate and can have a measured impact on your revenue and ROI. Research has shown that those emails with customized subject lines are more likely to be opened than those without them.
A 2019 survey revealed that 90 percent of US customers that company messages are somewhat appealing and not personally annoying.
These results come from the fact that customized emails are highly relevant to subscribers. Rather than getting a campaign with some generic messaging and offers, your subscribers will obtain an email that targets directly on them. It involves their name-giving various offers that are useful to their interests.
What makes email personalization relevant for email marketers?
Let’s check out some good reasons why marketers find email personalization relevant for their email marketing strategies.
The critical element of any personalized email is its relevance. Your customer email remains cluttered with an average level worker getting 121 emails per day, and often most of the emails address the receiver by their name.
According to Experian, emails with personalized subject lines have 26 percent higher unique open rates than non-personalized emails.
In order to take a further step to grab a subscriber’s attention, it’s important to provide helpful content. When the content of your email does not have any impact on your reader, there is a high chance that your email might go to the trash.
Reaches on Accurate Time
Another essential element is that mail should reach timely. By collecting enough information about the subscriber, you get to know what type of content they require at a specific stage.
For instance, if they look for a specific topic or any solution on your website, you obtain valuable insights on what they require, and then you can generate and provide the email on time.
Calling it out by their names
Your consumers are most likely to trust and open an email when they receive it from a person rather than any business. So, it’s better to use a person’s name in the “from “field and make use of a face rather than a logo.
Win-Win Email Personalization Tactics to Follow
It is good to start in a simple way and then work towards some of the latest tactics when you go along. It is vital to make use of personalization in some of the big and small ways for adding value to your consumer experiences.
If you are thinking of personalizing your email, then here are some of the best techniques which are best for your business:
- Segment your audience
Segmentation is one of the biggest things that has happened to email marketing since the time it was invented. When you break down your email lists, it assists you in generating pertinent, embattled, and customized emails. When you do this, you will see that you will get;
- Enhanced rate of opening
- Enhanced clicks
- A decrease in the number of unsubscribes
- It ultimately leads to a high rate of conversions.
In fact, Segmented personalized automated email messages average 46% higher open rates than normal marketing messages.
You might be thinking that segmenting mainly relates to age, buyer persona, gender, and location. But in reality, there are a lot of ways through which you can divide your email list that is creative inventive and will surely enhance your email marketing metrics.
You need to deep dive into consumer buying behavior depending on purchasing frequency, buying cycle, alteration in level of content engagement, and consumers who are referring to your business.
Dividing your consumer base enhances all primary email marketing metrics that you can track, like opens, bounces, rate of unsubscribers, and clicks.
- Customize sender information
It is good when you put some personality in your emails. While personalizing emails like addressing receivers by their name, your email will sound less generic or boring and are obtained by people positively. With this simple change, you will give your company a face as well as a personality that your subscribers can easily relate to.
With inboxes of people flooded with a lot of marketing and newsletters from businesses, when emails come from a natural person and not a marketing team, they are more likely to be trusted.
- Consider subscriber’s browsing history
Although it might sound simple when done perfectly, it is highly efficient. But if done in the wrong way, it can cause more harm than good. When your ads pop up consistently, your consumer might start feeling irritated as well as stalking. Best is combating by sending some highly targeting emails for engaging and converting through some targeting ads depending on a purchaser’s behavior and their preferences.
By making use of visitor data and purchasing behavior for recommending products, you can drive consumers to make a purchase.
- Send excellent offersAn excellently targeted, customized offer can enhance the click-through rates by several percentages. By making use of segmented data, marketers can quickly generate several offers that aim at specific consumer profiles.
For instance, you can send some offers on children’s clothes to subscribers who bought some children’s clothes in the last six months. You can make use of special offers for any purpose, like re-engaging with some inactive users, or you can send it to people who have left their cart abandoned halfway.
You should remain very creative with your data. Consistent testing will recognize where you can enhance and which part of your list is responding the best.
- Social triggeringSome of the best email marketers are making use of behavioral triggering to a significant effect. Although it might sound complicated, it goes down to automated email reactions depending on how people interact with all of your products. Social triggering is something more than welcome emails and also allows you to re-engage with consumers as well as upsell products.
- Using milestone emailsA perfectly timed email usually triggers engagement. You can easily trigger milestone emails for some events like a subscriber’s birthday or subscription anniversary. It is vital to cultivate relationships with consumers when they migrate from just being the new subscriber to a loyal consumer.
Thus, each stage of your consumer lifecycle needs your business to act accordingly like a welcome email. When you run a VIP program, you can trigger an alert when a subscriber reaches a new level or some number of points.
These milestone emails also help in the maintenance of a lasting relationship with the subscribers and make them feel like valued consumers. A customized email helps in boosting consumer retention, conversion, and response and is one of the best ways for engaging consumers.
- Create emails that re-engage It does not matter how much effort you are putting in building an excellent list, the fact is some of the audience will stop getting engaged with your campaigns. This will destroy your statistics and also the reputation of your sender.
These re-engagement emails are one of the best ways for getting back your subscribers. This email mainly targets inactive subscribers asking whether the subscriber is still looking forward to your mails or you can provide them with some kind of incentive for revisiting your website.
While some might select to unsubscribe and it is not good but an ideal sector of the email list lifecycle.
The consistent lower level of engagement can affect your standing with the USPs, and your emails might get blocked and might end up in the spam folder.
Email personalization will never start when you begin generating an email, but it is a process that initiates with your leads along with their habits. You can begin the practice by dividing the leads, recognizing their position in the sales funnel, and ensuring that every one of them gets engaged at the perfect time.
Then you can work on your messages and have fun with customization strategies.
Email marketing is one of the best ways when you want to get in touch with your consumers and provide them with your products.
To skyrocket your sales and double your engagement, apply this best digital marketing strategy.