3 Steps To Personalizing Your Email Marketing
The facts are plain and simple. Personalized emails are more likely to be opened and responded to than a generic, blanket email. Think about it - out of all the emails hitting your inbox, you're more likely to open the one with your name on it, right?
By personalizing your email marketing efforts, you have a good chance at making your customers feel exclusive - not part of the masses. Use your data to its full advantage by making your next email campaign stand out from the rest - get personal. Follow these three tips to see for yourself just how effective email personalization can be:
1. Know your target
Know your target audience, and determine what the best message would be to convey to them. In your next email campaign, think about mentioning a customer's previous purchases or reference information you have handy about their history with a service you provided. Comment that you hope they are happy with the recent sale or service, and make them aware of an upcoming promotion that offers a special discount or limited sale information. For example: "We hope you are enjoying your (insert item) and were happy with the service you received. Since you are such a loyal customer, we'd like to invite you to save 20% on your next purchase". Give it a try - your customers will feel like you actually know them and in return, they might treat you as a new friend.
Always remember, your initial greeting has a big impact on how the recipient will react to your message. By personalizing your email, you make people want to read what you have to say. Generic emails will make them want to jettison your valiant efforts into the trash bin. Whenever possible, use personalization for your loyal customers.
2. Have a clean, accurate list
Is your email list clean? Is it Fred or Frank? Not sure? Figure it out. It's super important to make sure your data is correct. Errors will highlight for your recipient exactly how well you don't know them.
If you are missing names for folks, and you aren't going to get them in time for your scheduled email campaign, you can still work in a bit of personalization. Try putting something like, "A special offer for our very best customers" in the subject line. You still single them out and make them feel a little bit special.
Before your next email campaign, think about going after all the data you need to be even more effective at personalization. Try running a promotion for a drawing where you collect first and last name along with their email, or try a survey where you will not only get their contact information, you'll also be gathering some valuable feedback on your products or services.
3. Build a relationship, but don't over do it
Like that friend that manages to never call before they stop by, don't abuse your familiar friend status. Keep your existing customers, and help convert your prospects into customers by creating the right kind of relationship with them. I'm not saying have them over for dinner, or take them out on a date, just always remember that emails are permission based - make sure they are expected or relevant to the reader. Don't send unnecessary information, and always follow up with info you promised to send.
Even if you know a recipient well, overly personalized messages are likely to make the recipient feel ill-at-ease rather than important. Here's an example of going a little too far: "Dear Joan - don't you just love that blue tank top size large you got for a steal last month?" Be sure to balance personalization with a good measure of concern and respect for the reader.
Follow these tips and sit back and watch the results. Prospects turn into customers and existing customers are happy enough to keep coming back for more.
If properly handled, personalization can be just the ticket to establishing and strengthening the bond between you and your customer, garnering the brand recognition you are looking for, and generating a little something you need most of all, sales.