Consumers have come to expect personalization at every stage in the buying process. Brands that do not reflect or adapt to consumer interests start to lose favor.
The best way to avoid alienating consumers is to show them personalized, relevant content using their data transparently and responsibly.
99% of marketers say that personalization positively impacts customer relationships – and 78% (up from 70% last year) say that impact is “strong” or “extremely strong”.
So say goodbye to batch and blast emails, and say hello to personalized emails. Dig deeper into this blog to understand how to personalize emails to get revenue and results.
Consider the following items when you are drafting your next personalized email. Just making these small changes will cause a drastic change in terms of your open rates and revenue generation.
Segmenting your audience list has its own set of advantages. You create lists based on a few commonalities such as gender, age,geography, preferences, etc. Find out which segmentation strategy fits your business and tailor your lists accordingly.
For example: If your company produces swimwear in the USA. Then it makes sense to create your audience list based on geography. Take into consideration the climatic conditions during which swimwear can be worn. They are more likely to be worn more often in the West Coast rather than the East Coast.
A subject line is the first thing your consumer sees when they receive your email. They range from 28 to 50 characters. However, nearly 46% of emails are read on mobile devices, therefore a subject line with 28 to 39 characters is recommended.
With such limited real estate, mastering the art of subject lines is crucial. Use the K.I.S.S (Keep it simple, stupid) principle when drafting your subject lines.
Before crafting your subject line, be clear on what the objective of your email is and the email list you are building.
For example: This is a last day reminder email we sent to AEs and SDRs calling for action to participate in our quiz giveaway.
You can see we used the recipient's first name as a personalized feature in our email. Our subject line was also clear with our intention. We wanted to highlight the last chance to participate in our giveaway. The email was sent to 488 recipients and we saw an open rate of 62.5%.
While subject lines are tricky to master initially, we suggest testing multiple subject lines to see which fetches you the best results.
Once you have these results, you can implement the same for all your emails.
This is the next piece of real estate that is visible to your consumers before they are tempted to open the email. Your intro line should provide enough information to get your recipients to open the email to read further.
One way marketing professionals can achieve this is to be clear on what the email has to offer.
For example: For the holiday season we wanted to let the reader know that we were festive offers and discounts. Our preview text was: “Holiday discounts are live till 24th December'21. Get in touch with Slintel.”
With just this, the recipients know that the email is all about holiday discounts. This email was sent to 500 recipients , we saw an open rate of approximately 42%.
If you are a sales professional creating personalized emails for prospecting, create a list of icebreakers about your prospects. This is a good place to start for the intro line. It could be a LinkedIn post they recently put out that struck a chord with you. Or it could be a recent promotion or a blog they wrote and more.
These emails are basically triggered based on an action taken by a user when interacting with your products or services.
Behavior-triggered emails allow you to develop relationships with the recipient effortlessly.
It provides a human touch which reminds your customers that you care. They can help you retain readers, extend the lifetime of your existing customers and more.
You can use behavior-triggered emails for a variety of reasons. It can be used to welcome new readers or subscribers, prompting them to complete a purchase, re-engage with closed lost customers, up-sell your products or services etc.
An email has to answer 3 important questions to eliminate guesswork on behalf of the recipient.
What are you offering?
How will it help the reader?
What should they do next?
This is vital to grab the attention of the readers and compel them to take an action. Let’s take a look at how Spotify does this well.
In this email Spotify uses “Your music belongs with you.” as the preheader text. This indicates that they are talking about all your playlists and music preferences and how it helps the reader. The reader can make sure they have their music available on the go!
The very next line has the CTA indicates that this is an offer to get their Spotify Premium free
for 3 months. This calls for action on behalf of the reader and also at the same time indicates what they are offering.
Adding visual cues to your emails does wonders. According to HubSpot, 32% of marketers say visual images are the most important form of content for their business.” But what does that mean?
Should your entire email be filled with images? Nope. A study conducted by Constant Contact analyzed over 2.1 million emails. They found that CTRs were highest for brands that used 1 to 3 images.
Find the sweet spot by experimenting with different images to see what works for you the best.
A “recommended for you“ section is a great way to personalize an email. This section is created based on previous purchases or actions your reader has taken in the past.
You would have noticed this on Amazon as “Frequently Bought Together” which acts as their upsell feature. Netflix also does this. It gives you recommendations on what movie to watch next.
This approach does not have to be limited to e-commerce or video streaming platforms. Infact, you can use it effectively in marketing emails as well.
For example: Your content marketing team regularly sends emails to customers who have previously interacted with your brand. They are interested in getting them to read new content that is created.
This kind of email is a perfect example to use the “recommended for you” section. Based on what your customers have read recently this can be customized for each of them. This shows that you are invested in providing quality content for them to read.
While it is true that emails can boost your open rates, the end goal is to get the recipients to convert and eventually become customers.
For this, you need to make sure that all the landing pages your CTAs in the email direct to are working properly.
They should also serve the function for which they were intended and should be related to the buying stage your customers are in.
Set up the preferences block in your email's footer to gain the trust of your readers.
For example: A content marketing team can send regular updates on their blog pieces and other content they create.
Let your readers decide upon the desired content they want to receive: lead qualification, lead scoring, buying intent, technographics etc.
It not only helps to build trusting relationships with your audience but also help you get data for more advanced personalization in the future.
Although tweaking the above mentioned items can make a large difference in personalizing emails.
However, the start of any email personalization is by collecting data about your consumers.
If you are not collecting the right kind of information about your consumers, it becomes hard to personalize your emails.
A simple way to achieve this by using a sign-up form on your website. Once they sign up for a demo, or download a resource from your website, you can ask further details from them.
For instance, you could ask for their location, birthday, interests or hobbies, job title etc. Whatever data point you request, make sure it is clean and crisp.
Another way to collect the right information is by using a sales intelligence software like Slintel. Slintel gives you access to technographic insights, contract renewals and more which allows you to effectively personalize your emails.
Email personalization strategy is one of the best ways to generate an increased ROI for any business. As of today, it is still the most effective marketing tool, which a lot of small and medium sized companies use to grow.
Most importantly, this allows organizations to increase customer loyalty and improve conversion rates. However, using the right approach matters.
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