Email Marketing – Personalisation Is Bigger Than Ever

Attracting, converting and retaining customers is the primary aim of all marketing campaigns. The need for businesses to distinguish themselves from the competition has never been more important, so many modern marketers are turning to personalisation as a solution.

Email personalisation has changed the way people receive and respond to emails. Before the advent of this marketing tool, a large chunk of promotional emails were ignored or simply deleted because the business did not effectively target the intended customer.

Personalisation is so much more than correctly naming the recipient, for what does Sarah care if you use her name in the first line, if the email has zero relevance to her needs.

Personalisation is about engaging with your customers in the digital world the same as you would in the physical. Customers like to feel valued as an individual and marketers eschewing dynamic, relevant, personalised content for convenient email blasts are costing your business.

More than a name
Effective personalisation moves beyond basic identifiers like names and into the realms of individuality. A name is just a label after-all, it is the person behind the name that wants to feel valued and there are many ways to do that in your email marketing campaigns.

Dates can offer a really personal touch to your email communications. Birthday emails, even if they don’t contain offers, are nice reminders that you view your customer as a person and not just a number. The same goes for national holidays and anniversaries – you could even send an annual email on the anniversary of when they first joined your mailing list.

Remember your first date
Time and location work in much the same way and offer greater chances to convert your communications into sales. If you run a local takeout you could have timed emails at clocking off time with offers for your customers favourite dishes because “you’ve been working hard all day, let us cook dinner”. The wider applications are sending emails at optimum times for the right location. If you have customers spanning different time zones this can really improve your click-through rate.

Segmentation isn’t a separate issue
Segmentation is where email personalisation really comes into its own. Great marketers will already have some datamining method to capture and analyse customer data to create actionable information. Linear content generation is a thing of the past; the future of email marketing is in dynamic, segmented content. Your customers aren’t all the same and sending them all the same email tells them that you don’t care about their individuality.

It’s impossible to send out thousands of hand-crafted emails but you can make it seem like more effort has been put into it than pressing “send to all”. You can do this by creating customer personas and targeting those personas using segmentation. This type of personalisation lets you create several versions of an email based on customer preferences to target specific personas.

Segmentation and personalisation is about carefully considered content population and subject matter — understanding the subtle differences that appeal to your customers. Some customers will have similar needs or wants but they will respond to your generic campaign quite differently. For example, an email about your new summer dress range might appeal to single women and young mothers but “the 10 hottest summer fashion trends” and “10 tips to dress like a yummy mummy this summer” will appeal to each group on a more personal level. The clothes may be identical but the presentation should be tailored to your audience – one who wants to know what’s hot and another who may feel like they needs some tips to catch up with the latest trends.

Software can be all the difference
Marketers are using clever software to integrate multiple sources in order to create content that targets consumers based on their persona (like Active Campaign and SharpSpring). Just when you thought it was all getting a bit too personal, a final nice touch is signing off emails with the name and bio of an actual employee – someone with whom your audience can actually identify and connect.

In the hands of professional marketers email personalisation is a far simpler task than it sounds. And the potential for growth is backed up by some incredible numbers.

Through personalisation email relevance can be increased by a third, unsubscribe rates drop by almost 30%, open rates increase by almost 40% and lead generation and conversion can improve by almost a quarter according to Aurea. The more personal you are with your customers the better your competitive advantage. It really is that simple.

Vividus understands the value of personalisation in your email marketing strategy and how to create customer personas for better qualified leads and conversions. For more information on how to leverage your mailing list through personalisation contact Vividus on 07 3482 4262 or info@vividus.com.au.

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