How can you personalize a follow-up email to make it more effective?

La personalización de caras al cliente cada vez se hace más importante en marketing. Si no conoces al cliente y adaptas tus mensajes y productos estás condenado al fracaso. Los mensajes, productos servicios deben ser cada vez más personalizados, de hecho hablamos ya de "hiperpersonalización" alcanzar ese nivel de seguro permitirá afianzar la conexión del cliente con nuestra marca o producytos. Personalmente me gusta recibir información alineada con mis gustos, con mi forma de ser e incluso redactados en ese lenguaje claro, directo y sencillo con el que me suelo comunicar. Si no viene así, pues, literalmente; ?lo borro, lo desestimo!

Nowadays, personalization and hyper-personalization must be part of our marketing strategies and to connect faster and better with clients or prospects. Personalizing a follow-up email will increase its effectiveness. I want to share some key elements to consider when crafting a personalized follow-up email; first personalizes the subject line; mention a specific moment of the last interaction and offer your product, value or service. This will help to establish a personal connection and shows that you were engaged during your last interaction. It′s important to be genuine personalizing your email including something specific info that the person you are contacting with, and finally and most important include a call to action!

?No les pasa que leyendo las primeras líneas se nota en menos de 3 segundos que ese correo que le llegó a uno fue un Copy-Paste y que nada de lo que te están ofreciendo realmente te interesa? Por eso yo creo que el saber a quién te diriges y si le vas a aportar valor es una parte extremadamente importante, en las comunicaciones vía correo. Ser creativos a la hora de personalizarlo y que se sienta genuino! (Es decir, que se sienta que hay una persona al otro lado de la pantalla y no un Bot automatizando mensajes)

Personalization starts with knowing your audience. Utilize data from previous interactions, purchase history, and demographic information to tailor your follow-up emails. Address recipients by their first name and reference specific details about their previous interactions with your brand.

A personalized email requires knowing the person and the background of them you're sending to. The things to do it is by mentioning or acknowledging something they did recently, or praising their website, their performance, or the likes. A personalized message means you've done some research about them and they are not just a general prospect you want to approach.

Reflecting interest means showing that you understand and care about the recipient’s needs and preferences. Reference specific pain points or goals they have mentioned in past communications.

Showing interest in the recent communication with your prospect shows that they are important to you and you value your communication with them. This makes your connection and the follow-up message to them personalized.

The timing of your follow-up email can greatly impact its effectiveness. Send your follow-up at an optimal time when the recipient is likely to engage with it.

Sending a follow-up to your prospect requires proper timing. Sometimes they are in a complicated situation that they cannot accommodate your email. Plan when to send your follow-up message so it can achieve the most effective result possible.

Each follow-up email should offer unique value to the recipient. Avoid generic follow-ups and instead provide content or offers that are specifically beneficial to them. This could be a personalized discount, a relevant blog post, or an invitation to an exclusive event. Highlight how engaging with your follow-up will directly benefit them, making it clear why it’s worth their time.

Use a subject line that clearly states the CTA or What’s in it for them! You need to get the attention instantly, with 100s of emails in the inbox, what makes your message standout is important, so begin with a clear subject line and the time you send your email/communication is important.

7. Follow-Up Frequency Discuss how to maintain an appropriate follow-up in regards to the frequency of personalized emails. In particular, there is the matter of follow-ups: recipients do not appreciate a plethora of messages, but at the same time, they might miss the crucial opportunity. Explain how one can determine the frequency of follow-ups considering the extent of the request’s urgency, the interest level of the recipient and the pertinent norms in the specific industry. Hitting the right note makes sure that subsequent emails are as impactful as they have to be without imposing on the time and disposition of the recipient.