5 Methods For Personalizing Emails That Go Beyond A Name
In recent years, as technology has advanced and made life easier for individuals, the marketer has not been left behind. The potency of email marketing is one significant benefit that marketers owe to technical improvements.
With the help of email marketing innovations, it is now possible to develop deeper connections with clients, which generates incredible returns on investment of $44 for every $1 invested. Take your relationship with each of your consumers to the next level if you want to gain from email marketing as a marketer.
Your interactions with your customers must be personal. This is where marketing with personalized emails is useful.
The Power of Personalized Email Marketing
Personalization is crucial if you want to use email marketing to persuade new clients, as you undoubtedly well know. But for personalization to work, you must do it properly.
You could think that all that remains is to identify the email recipient’s name at this point. Although effective, this is not the only or best method of personalization.
While it seems surprising, in fact very few businesses, if any, personalize their emails and newsletters in real-time.
This is most likely a result of the fact that many businesses are unaware of where to obtain the proper data for personalization. Or they are unable to properly utilize the data.
With personalization, you can achieve truly fantastic results if you have the correct information and a sound plan. For this reason, further, we’ll outline the top 5 techniques for personalizing your newsletters and emails beyond just including the recipient’s names in them.
1. First Things First: Use Segmentation
Segmenting your list is one of the finest ways to personalize your emails. Simply dividing your list into segments that share some characteristics constitutes segmentation. Several instances include:
- Location
- Gender
- Age
- Job title
- Date of birth
- First touch point
The criteria you employ for segmenting your list will depend on the type of business you are in and the campaign’s objectives. However, by including that tiny amount of information in an email, you might make your subscribers believe that you are familiar with them personally. They will connect to your email as a result, interact with it, and ideally perform the activity you have asked of them.
Remember: the majority, if not all, of personalized email marketing tactics are built on segmentation.
2. Send Emails from an Individual, not an Organization
Sending emails from a person rather than a company is a fantastic additional personalization technique. According to research, recipients of emails from other individuals are more inclined to relate to and trust them than recipients of emails from businesses. In fact, a staggering 68% of Americans claim that the “From” name influences their decision to open an email significantly.
Use a real person’s name and face in the “From” section of your emails. No matter what type of email avatar you use— whether a company logo, a professional photo, or an automatically generated image — any of these tactics can drastically improve your email performance. But professionally-looking personal photos obviously have more chances of success.
When Hubspot tested this hypothesis, they discovered that their initial email’s click-through rate was 0.73%. Click-through rates increased to 0.96% after they switched to delivering their emails from a member of their marketing team (a real person). Even though it might seem like a modest jump, it was worth it because it led to 292 more clicks.
You may use the personal touch you give your company by using a real person to sign off on business emails to make your email marketing campaign more successful.
3. Analyze Browsing History of Your Subscribers
Utilizing the browser history of your subscribers is a wonderful additional technique to personalize your emails. Here’s a fantastic illustration from Asics:
They acquire surfing information about a user through the use of cookies and then send them an email mentioning the products they were looking at on the website. What makes this personalization approach especially beautiful is that it can actually boost sales by reminding your customers about their abandoned carts.
This personalized email marketing method is undoubtedly the best to use if your objective is to cross-sell products or recover abandoned carts.
4. Make Use of Triggered Emails
Now let’s talk automation — it is definitely an effective strategy for personalized email marketing. But what makes it so?
Email automation is a scheduled, independent process of automatically sending emails to your subscribers based on a set of predetermined behavioral criteria.
Such emails should not be overused to avoid annoying your customers or making an impression of stalking them. However, when used in balance with other email types, they give subscribers the impression that you are familiar with them. Triggered emails include, for instance:
- Reminders
- Greeting emails
- Thank-you emails
- Lead nurturing emails
According to a study, this kind of email personalization can account for up to 75% of a company’s income. And despite what you may think, setting up triggered emails is easy.
5. Utilize Significant Anniversaries
Everybody enjoys commemorating anniversaries, particularly their own. By remembering — and celebrating — your subscribers’ significant days, you not only add another layer of customization but also boost customer loyalty. Your subscribers will know that for you they’re more than just a name — and you value this relationship.
No matter what the day is — your joint anniversary or your customer’s birthday — they will be equally surprised and grateful.
Everybody enjoys commemorating anniversaries, particularly their own. By keeping in mind significant dates from their journey with you, you may add another layer of customization on top of simply remembering your subscriber’s name.
Your subscribers will appreciate you more if you use anniversaries to personalize your communications. They’ll surely give back by reading your emails more carefully and participating in your campaigns.
Obtaining information that matters to your subscribers is crucial to any marketing plan. It enables you to personalize emails more thoroughly than simply using the subscriber’s first name.
Wrapping up
In the world of email marketing, personalization goes way beyond just dropping a name. It’s about connecting with your audience on a real level. Remember these five tips to spice up your email game:
- Segmentation: Group your email list based on common traits to send more relevant content.
- Be a person, not a company: People trust emails from individuals, so ditch the corporate vibe.
- Know their interests: Use browsing history to recommend products they’ve shown interest in.
- Automate smartly: Set up triggered emails to respond to user actions and behavior.
- Celebrate anniversaries: Remember important dates in their journey with you for that extra personal touch.
With these tricks, your emails will pack a punch and keep your audience engaged. Happy emailing!
