Email marketing is a practical approach for you to reach out to your target audience as a business owner. But basic layouts and messages do not work. To be effective and ahead of the market competition, your emails must be personalized and attention-gaining.
Email Personalization can raise the revenue generated by your email marketing by as much as 80%. You need to write your custom emails like a pro and make the most of the opportunity it provides. If used correctly, email marketing can benefit your business by:
- Providing higher customer satisfaction.
- Comparatively lower or no unsubscribe rates.
- Keep your customers engaged.
- Increased clicks and open rates.
Despite all the benefits Personalized Email Marketing is providing us, it has been reported that only 10% of companies personalize their emails. With 50% of these marketers admitting that they struggle to personalize content in real-time.
In this guide, I will end your confusion and provide you with 5 email personalization techniques that will go beyond just using your name and improve your next email campaign. But before you do anything else, you should decide what you want to achieve with email personalization.
Setting a goal for email personalization will help you get the most out of your efforts and avoid personalization for the sake of personalization. After reading your emails, what steps do you want your subscribers to take? Are you looking for them to buy something, sign up for a service, watch a video, or your blog posts?
Here are five easy personalization strategies to help you boost your email marketing:
- A Good Subject Line
A subject line is the first thing a person notices about your email. To engage someone and tempt them to open your email, you need to grab your reader’s attention with something specific that they’ll learn inside.
The easiest way to make a catchy subject line is by adding your subscriber’s name to it. Addressing your subscribers’ names will grab their attention and bind them to open and see what’s inside, for example, “Hey Danny.”
Also, remember sometimes less is more! Keep your short and simple to stand out in an inbox full of emails. Make sure you pack enough information in just 5 to 7 words, for example, “Winter collection: sale.”
Here is a great example:
- The Deadline Tactic
One way to keep your readers engaged is by catching them when the iron is hot! Use the deadline tactic in your subject. This will create urgency and encourage your readers to prioritize your email. Sending out initial announcements such as “Last chance,” “Last 2 days left”, “Now or never” increase the sense of urgency and push people into action.
- Make Use Of Behavior Triggering Emails
Emails that are sent in response to how your consumers use your products are known as behavioral-triggered emails. These emails are pretty effective, and you should start using them if you aren’t already using this technique.
When compared to standard emails, these emails have a greater open rate. For example, when you receive an email from Facebook because you haven’t logged in for seven days, it triggers you to worry and check your Facebook instantly.
Although personal, trigger emails are readily automated and can be sent for various reasons, including up-selling, cross-selling, re-engagement, and welcome emails. Several tools in the market let you form these automated emails.
Here is a great marketing email example by Kohl’s:
- Recommend Personalized Products
You can offer customized product recommendations to your clients based on their previous purchases and browsing behavior. Your clients will love to receive product recommendation emails because they will be customized for them, making it easier to find things they require.
When it comes to sending tailored product recommendation emails, you have several possibilities. You can make product recommendations for the following items:
- Subscribers who haven’t purchased anything yet can send product recommendations to these subscribers with your best-selling products.
- Customers who haven’t purchased anything in a long time- You can send them engaging emails with products they’ve seen but not purchased yet.
- Customers who regularly buy from your store- You can send them emails with compliments about their recent purchases.
Amazon uses such personalization:
- Send Customized Offers
Your entire subscriber base will not be interested in every promotional offer you generate. So why bother them with offers that aren’t relevant to them? Instead, build targeted segments and send each section a personalized request via your email.
You can make tailored offers based on the following criteria:
- Demographics: Send one offer to male subscribers and another to female subscribers.
- Geographic locations: Send subscribers offers that are relevant to their geographic location.
- Customer’s previous purchasing behavior: You can only send them products they might be interested in buying.
Email marketing is a very effective strategy that most companies are using to grow their businesses. This technique is benefiting them in increasing their ROI and conversion rates. But you need to remember that email marketing is much more than just using the customer’s name; you should know how to target their wants and needs.
Only you can decide which technique best goes with your business and go a long way to convert your prospects into customers. So happy choosing!