How to Personalize Email Marketing for Better Engagement
Intro
Both online and offline, consumers now demand and expect pertinent and customized content and experience.
Using email personalization to go toward 1:1 encounters that not only meet but surpass consumer expectations and set them apart from the competition will help marketers satisfy those needs. That’s why it’s not shocking that, when asked to rank one capability that will be most crucial to marketing in the future, 33% of respondents said: “personalization.”
Moreover, 74% of marketers believe tailored personalization boosts consumer involvement, and they report average sales growth of 20% by implementing customized experiences.
Learn some of the fundamental personalizing strategies—personalizing an email subject line—as well as more advanced techniques—using dynamic content or behavioral data depending on how consumers are interacting with your business. Sending more relevant and customized communications that yield results will help marketers of all levels and skill.
Email personalizing: what is it?
In email marketing, personalizing is the process of using your data and knowledge of a particular subscriber to target an email campaign. It may be their initial name, the last item they purchased, their residence, the frequency of their app log-ins, or a variety of other information points.
Though it’s a wide concept, personalizing can range in complexity. While more sophisticated techniques can involve altering the content of the email depending on a subscriber’s gender, location, or other knowledge about them, basic email personalization consists in using a subscriber’s name in the subject line.
Customizing your email marketing is a tested approach to raise your open and click-through rates and can clearly affect your income and return on investment. Research indicates emails with tailored subject lines are 26% more likely to be opened than those without, and Rich Relevance discovered income is 5.7 times greater in emails using customization.
These findings follow from the fact that tailored emails are more relevant to consumers. Your subscribers will get an email specifically tailored at them, including their name, and offers (items, promotions, etc.) appropriate to their interests rather than a campaign with generic offers and message.
Define a customized email.
Using the first name of the receiver is among the most often utilized personalizing techniques. Personalizing an email, however, transcends just mentioning the first name of your subscriber.
What then exactly is a personalized email?
A personalized email consists mostly in three elements:
1. Important
Relevance is essentially the cornerstone of a customized email. With the average worker receiving at least 121 emails daily, people’s inboxes are overflowing and frequently those emails will be addressed to the recipient by name.
Offer pertinent material to attract the interest of your subscriber and advance email personalizing. Your email has great odds of being thrown in the trash if your material does not directly affect your reader.
2. Correct Time
A tailored email must also be timely, another defining quality.
With adequate information on your subscriber, you will be able to determine what kind of material they require at a given point in their consumer path with you.
If people search your website for a specific topic or solution, for instance, you learn what they need at that moment and may then create and email them a timely message.
3. Results from someone.
An email from another person appeals to people more than one from a company since it shows trust and connection. In the “from” area, you must name a person and substitute a face for a logo.
Personalizing something is what makes it unique.
Almost every aspect of your email marketing campaigns may be customized using professional-grade email marketing solutions such as Campaign Monitor employing strategies ranging from the basic to the more complicated. We will go over every one of these strategies to help you to grasp the field of possibilities.
Starting basic and then working your way toward more advanced techniques is quite feasible as you go along. The secret is to add value to your clients’ experiences by both large and minor personalizing efforts.
Standard Email Personalization Strategies
Most companies applying simple personalizing strategies are aiming for email newsletter-style marketing. Although they might lack the tools or bandwidth to concentrate on email customization, some fundamental strategies might help them improve the outcomes of their work and raise their engagement rates.
One from “From” name
When your campaign reaches your subscriber’s inbox, one of the most often seen components is the “from” name.
This area features more text and heavier type on various desktop and mobile clients to enable users rapidly recognize who the email is from before the recipient opens it.
Given its popularity, it is not surprising that 68% of Americans claim they base their email opening choice on the “from” name.
Customize the “from” name of your emails so that various subscribers view different names and appeal to these folks and get more of them open your campaigns.
Sending your marketing campaigns from the individual sales agent or account manager now handling a given account is a typical application for this.
In their marketing efforts, Dubsat does a fantastic job doing this by dynamically altering the “from” name to make the email campaign seem to come from the account manager the client contacts often.
If you are a Campaign Monitor client, Personalization Tags will help you quickly.
You just enter the Personalization Tag you want to use in the “from” name section as you design your campaign. Then, when you forward your campaign, the data you have kept in your email list—that is, the name of the sales representative handling the account—will automatically take front stage.
