Supercharge your weak email campaigns by adding a tinge of personalisation. Personalization is a very well sophisticated strategy to drive customers. Doing personalization ‘right’ is important than doing it just for the sake of it.
If you still ask me, why is personalisation so relevant for your market? Here are two important reasons!
Increases audience engagement making your emails more relevant to customers.
Increases the open and click rates, leading to an increased ROI.
Let’s take a look at how you can rightly implement email personalization in your email marketing, with these 8 effective steps.
1. Calling them by name
“Remember my name, and you add to my feeling of importance” -Dale Carnegie
A very basic personalisation tactic includes using a subscriber’s name in the subject line. Seeing their names in busy inboxes leads to immediate engagement. They’ll know that they are dealing with a company that understands them and their needs. Implementing this simple but amazingly effective step in email marketing could boost open rates by 5.2%.
2. Do your researches
A fully personalised email goes beyond just a name. More advanced levels of personalization is possible if you have researched and gathered comprehensive data about your subscribers.
I personally suggest you to collect the following data of your prospects:
Favourite things(colour, animal, dress..etc.)
It’s always better if you get more data. Now you might ask where to find all these data? A few basic ways could be:
Using sign-up forms
Sending follow up emails( Autoresponders)
Adding Campaign tags
Data scrapping techniques
3. Segment your customers
After you have collected all the comprehensive data about your customers, it’s now time to segment them. Divide your customers into smaller audiences of common interests, location, gender or any such aspects.
Segmenting your customers totally depends on the kind of industry you are in and the goal of the campaign. It is found that 70% of the audience are irritated seeing an email that doesn’t match their interests.
So segmentation is the backbone of all personalised email campaigns.
4. Use Personalised and Dynamic Content
Email content is a very important agreement that you make with your customer. In the end, they decide whether to agree or refuse. So make sure you keep it as engaging as possible. Here are some tips for making a personalised content.
Make your email content friendly and personable. Your email should sound human.
Add a touch of humour.
Be short and precise, send them relevant information and don’t make them feel awkward seeing too much personalisation.
By creating personalized content you become a friend they can safely turn to when they need a service you offer.
Another easy way to send personalised content is by adding Dynamic content. You can individually target every single member of your email list without much effort. You only need to draft a single email with customized parts and show what is relevant to each user and hide the rest.
5. Send Personalised Images
The first thing that sticks into your audience’s mind is the image they see. Personalised images help them remember your brand better. Be careful to use visually satisfying, high quality and relevant images that match your audience interest. Use images that match their interests, location, age or gender.
For example, you should not send a 60-year-old customer, images concerning the newest lipstick shade you launched.
6. Send emails as a person
Use a real person’s name in the “From” name and a real person’s face instead of your brand logo. And make sure your email sounds like it’s from a real person. This plays a very important role in making people trust and further engage with your email.
7. Celebrate their special days
Who doesn’t like it when they get birthday wishes? Absolutely no one!
Then why not send your customers an email, sending regards and offering a special discount coupon on their birthday or anniversary. Take personalization to another level by making them feel loved and building your bonds stronger.
8. Give Autoresponders a try
Autoresponder specifically caters follow up emails to all the audience who have triggered the main campaign.
For example: Imagine you are sending an email campaign regarding a real estate deal. And you feel like sending some additional emails to only those audiences who are interested in real estate dealings, this is possible using a series of autoresponder emails.
Thus you are delivering your emails based on their specific interests. Autoresponders aids in effective segmentation too.
Segmenting, personalizing, using all the effective strategies discussed above, would help you to increase your open rate. But that doesn’t necessarily mean that your rates would boost up to a 100%. After all, we are all dealing with some real people with real needs. Understanding this fact will make your business soar.
If you want to set your first foot forward with effective email personalisation strategies, Mailer Cloud is always ready to support you.