By Steven Bowen
Email marketing is being utilized for targeting large audiences for a long time. It has been a fruitful way to create new customers and extend the brand reach. The organizations use email marketing tactics to promote their brands and services and persuade customers through it. The design and elements of an email is paramount to achieve the goals of successful email marketing campaigns. The content you put in emails can make or break the success of your campaign.
In addition to content, personalization has become a key ingredient in creating top-of-the-class emails these days. This is also known as one-to-one marketing or marketing to individuals tactic for email marketing. Thankfully, you can personalize emails according to the target audience and send specific messages that suit their interests. By doing this, you can build better emails that would have a greater positive impact on your marketing campaign. Following are five effective uses of personalization that boost your email marketing efforts.
- Customize images
One of the awesome ways to increase click-through rates is by customizing images for the customers. You can personalize the images according to different customer profiles and data. For instance, you can customize the content according to different locations for customers if you have location data. By personalizing images, you can build emails more effective and result-centric.
- Personalize content
When creating your email message, you need to be careful with the words you use and the overall tone of the message. The message you create for email should be compelling. You can personalize the subject lines of your emails to ensure better click-through rates. The better the content you write the greater response you will receive. By personalizing the content, you can make the content more attractive.
- Custom product recommendations
Your target audience might be interested in products recommended in the emails. However, product recommendations should be based on personal preferences or be relevant to their past purchases. You can incorporate the recent browsing or purchasing history of your customer in email marketing in collaboration with the email service provider.
- Customize cart abandonment messages
No business wants to have increasing cart abandonment rate. However, the marketers can strive to reduce the cart abandonment rate by creating personalized cart abandonment emails. By creating and sending these emails may increase the conversion rate and allow the marketers to re-capture the customers that left earlier. These tailored emails work as an effective reminder for the customers.
- Provide personalized offers
By personalizing the offers and deals on your products or services, you can improve the click-through rate of your emails. It increases conversion rate. The customers like offers & deals and when they want to buy a product, it might be useful to show the right offers and deals based on every individual customer. It will make them to buy products from you. There are endless possibilities for personalizing the offers.
Best practices for email personalization
There are lots of benefits of personalization that can be reaped by following the best practices. Following are some of the best practices for personalizing email marketing.
Collect relevant details
In order to personalize the emails in the right way, you must first understand more about your customers. Obtain the relevant information about your customers and understand their preferences. Know who your customer are and how you can serve them effectively. You can conduct survey and ask questions from people to understand them. However, you must not overwhelm audience with tons of questions, simply ask specific questions.
Segment the audience
You can divide your audience into different subgroups based on the location, demographics, customer type, etc. Like if you have a clothing retail shop, you can segment your audience based on gender and add images of people wearing clothes into the email.
Add more elements
When it comes to personalization, marketers often think it of including the recipient’s name. While it is a good aspect and a great start, it is only one element of personalization. So, you need to tailor it further by adding custom content into the email as per the preferences and tastes of your recipients.
Understand the behavior
By looking at the behavior of your recipients, you can understand what factors to include and not include to create effective emails. When you send emails, some customers may not show interest, others show interest and some find your emails engaging. Ascertain the behavior of recipients and then send emails accordingly.
Mind the quantity
You must be careful when dividing your audience into different segments as too many of them can be difficult to manage. Make a broad segmentation and also decide what type of emails you will be sending to specific audience. You won’t like to overwhelm your recipients with too many emails which you could send if there are unmanageable number of segments. On different stages of email marketing, you can try to ascertain what emails and segments your recipients best respond to and then send emails accordingly.
Don’t create negativity
Often recipients get promotional emails immediately after viewing products with subject lines like “We saw you are looking…”, it creates a negativity in recipients’ mind who feel it like their privacy is invaded. There must be some time between product viewing and the receiving the email with a positive subject line.
Though email marketing is an effective way for creating new customers and reaching a large audience. Now, personalization make emails more attractive and compelling by letting marketers add a personal touch for every recipient. By creating custom content, adding custom images and do other customization, marketers can make emails more persuasive and improve their click-through rates. With the power of personalization, marketers can design emails that are tailored to the needs and requirements of every individual recipient that provide them a great experience and delight. The marketers can include offers and deals tailored to the requirements of individual customers through personalization.
By Steven Bowen
Steven Bowen is associated with No-Refresh, which is a prominent company providing custom designer tools. The company offers different off-the-self web-to-print designer software for several products. Steven has a good flair for writing and he loves to compose informational and quality articles and blogs for his audience. He writes well-reached and quality content on this area of interests.