Did you know that the number of email users worldwide was estimated to be 3.7 billion in 2017? Well, that number is expected to reach 4.3 billion by 2022, according to research by Statista.
As modern digital marketing technologies continue to evolve, the old-age tool that is email remains one of the most cost-effective channels to reach customers on a massive scale. SendPulse describes a personalised email as one sent by companies using subscriber’s data to provide more relevant offers for a more positive communication experience.
If you are a business using email for your marketing activities, it’s imperative to add a personal touch to your emails for them to look and sound relevant. Dale Carnegie once said, “a person’s name is to that person the sweetest and most important sound in any language.” This is the same reason why companies and brands address you by your first name in their promotional emails. It’s because using email personalisation has proven to bring great benefits to businesses. In fact, according to research, 59% of people say marketing emails influence their purchasing decisions.
With the right tools and resources in place, it’s easy to create a highly targeted email strategy for your customers. Let’s look at 5 email personalisation techniques to implement into your email marketing strategy:
Gather relevant information
The first step to personalising emails is finding out more about your customers. You need to know who they are and how to most effectively serve them. In this case, data should be your friend. By gathering relevant information, customers enjoy an experience that is highly relevant to their needs, while businesses obtain a rich collection of customer data, loyal customers and valuable company insight. Also, the information gathered allows you to tailor content accordingly. Customer-centric, personalised content is key to increasing engagement for your email marketing campaigns. Why? Because it has a positive influence on how customers feel about your brand.
Offer personalised product recommendations
Personalised product recommendations are a proven way to increase customer engagement, improve click-through rates, and ultimately generate more online revenue. Rather than sending bulk emails that present the same products to every customer, you can send emails tailored to everyone with truly personalised recommendations they’ll click to explore further. When the suggested products are highly relevant to their interests and needs, customers are most likely to make the purchase. Therefore, use behavioural data and past purchasing data to create real-time, customised product recommendation emails that improve your conversions.
Send targeted emails
At the heart of personalisation is segmentation. Segmenting your contacts into targeted groups makes it a whole lot easier to send personalised email campaigns that get you winning results.
Understanding those segments allows you to personalise the experience based on interests, browsing behaviour and purchase history. When segmenting your list, you can create tailored content for each group and realise awesome revenue as a result. Instead of receiving a campaign with generic offers and messaging, your subscribers will receive an email that is directly targeted at them. Understanding the subscriber’s personality is the main goal for brands. Such an attitude turns reading emails into an exciting experience.
Send emails based on subscriber behaviour
Another great way of engaging your audience is by sending emails based on their behaviour – Did they visit a certain web page several times? Nowadays, email segmentation can be based on different online behaviours such as when your subscribers click certain links, visit certain web pages or make a specific purchase. When you segment target audiences by these types of behaviours, you gain insight into what they like, don’t like and love. Your emails can speak directly to their interests, which will skyrocket engagement.
To determine which behaviours to segment, you need to put on your detective hat. Yes, that’s right! Think about what you want to achieve and then analyse your subscriber’s actions to figure out what will help you target them better. The smaller the behavioural segment you create, the better you’re able to send tailored messages.
Integrate social media
Lastly, social media and email marketing shouldn’t be separate marketing avenues. Having a holistic view over social media and email marketing will make your personalisation less challenging, and more engaging. You can include social buttons and social media campaigns that are relevant to your different email lists within your email campaigns. This will drive more traffic to your social channels as well as to your website. You can also upload your subscriber lists from email to your social channels. This allows you to connect with your subscribers in a personal way on multiple platforms. You can even target social ads to activate email subscribers in order to spend your ad budget in a more targeted way. The opportunities of integrating social media and email marketing are endless!
With more and more businesses leveraging personalisation in their email marketing strategies, it’s important to know how to do it effectively. If relevant emails are sent to the right customer at the right time, it’s possible to build a loyal audience who support your business time and time again. Reap the benefits of these vital techniques to drive deeper relationships with your customers and deliver on the promise of providing truly personalised experiences throughout your marketing efforts.