The Personal Touch: Easy Ways to Personalize Your Email Marketing Campaigns and Automated Flows
CodeCrew INC
Averaging over 1,300% ROI for our clients, our numbers show why we're a leading email marketing agency.
Today’s technology has made personalization in marketing easier (and more important) than ever before. After all, no one wants to feel like an anonymous consumer. They prefer - no, demand - to be treated like valued individuals (as they should be). Here’s the CodeCrew guide to crafting marketing emails that feel like they were written by your favorite relative.
It goes without saying that someone who owns dogs won’t respond well (or at all) to your great deal on cat food. That’s why one of the first steps in personalization is proper audience segmentation. By dividing your customers up according to purchasing habits, age, and interests, you’ll ensure that each recipient only gets relevant email campaigns, and that you don’t end up in the spam folder.?
One of the most challenging cases of segmentation we experienced was when 99 Counties restructured their delivery zones. This meant that many customers would no longer be able to receive 99 Counties’ products and were almost sure to unsubscribe en masse. Click here to find out how we stepped up to the challenge.
It’s also worth setting up a few simple questions on your website’s sign-up form. By asking a new subscriber to provide a few details about themselves, you can hit the ground running and ensure that they receive the most relevant information from the get-go.
Anything a customer has browsed, purchased, or added to their wishlist on your site can be used to help you create more targeted campaigns. Not only do you get a better understanding of the products and services a customer is interested in, but this affords you the opportunity to encourage customers to take the next step in the buying funnel.?
This is where automated flows come in and save the day. Here’s how you can use flows to nudge a customer out of indecision and right to the checkout:
Like any good networking guru will tell you, remembering a person’s name goes a very long way toward building rapport. This is even more important when you’re dealing with a more direct form of advertising like email marketing. Simply having the person’s name in the subject line or at the beginning of an email ensures that your customer feels valued and not just like another cog on your mailing list.
Using a customer’s name also goes hand-in-hand with personalized language. Making the customer the hero in your messaging is paramount, yet it’s something many brands forget to do. Ensure that your wording and design is focused on the customer throughout each email (you get these great benefits,” instead of we offer great benefits), and you’ll reinforce the message that the customer is #1.?
Another great way to use personalization is to flip it on its head. This means, in addition to having the customer receive personalized messaging, they also receive the occasional personal message from your company.?
Sending a personalized email from your CEO or founder is an excellent way to build your brand and express your brand’s core values. It goes without saying that the wording needs to be personal and from the heart, and not come across as a company memo. People love people, and reminding them that a real human being started the business with a passion for its particular product or service helps create an emotional connection to the brand.?
Final Thoughts
Email marketing is still one of the most lucrative channels available. But, to get that 36% ROI, you need to have respect for your customers and treat them like people. Personalization is not a gimmick to sway purchasers—it adds that crucial human touch to your customer’s experience.?
So get out there and make it personal.?
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