Marketer in Residence at MKT1 & Advising early stage companies
Marketers: I think you should stop using marketing automation tokens to personalize your emails. You know... the {first name} {company name} stuff... Because....you don't actually know their first name. And they know it. Instead, try personalizing from the SENDER. *Show a real face with a real personality. *Make it feel like the email came from a human instead of a robot. *Be caring or funny or humble. I bet your prospects and customers will like it and pay more attention. And on top of it all, you'll save time and you might get better response rates. So next time you go to insert a token into an email, ask yourself: Is it really worth trying to be personal, if you can’t *really* be personal? Let me know what you think in the comments. #marketing #b2bmarketing
This is exactly right. Understand your customer to the level you can give your brand personality and a voice. It is so so wrong to think personalisation is just a name at the top. It is far deeper, understanding the needs and wants of your customers, which may vary between segments.
It's very easy to spot an automated email
Dear [FIRST NAME]! Personalization is wonderful if the company truly has all the data and knows how to leverage it. Most don't, so authenticity from the sender is spot on. And authentic isn't the corporate email signature.
I have wondered about this, Katie. I personalize emails for B2B clients. (Hi |*FNAME*|) and sign off (generally) with the "(company name) team." I think the first name greeting adds a human touch (if you have it - otherwise they get a weird "Hi Friend"...??). Personalizing the sign-off hits the jackpot!
Christina Valenziano?what do you think?
Personalization is just a trick. And it’s one that your recipients can see right through. Love this idea of personalizing the sender! It’s a big part of what we teach at BombBomb.
This is so on point. Even personalized videos do great. People least expect them and when they get them, they will open it up just out of curiosity.
Creative advertising, Branding, Emotional Design, facilitation, UX/UI
4 年This is brilliant, just act how you would in real life :)