Driving Demand Generation through Email Personalization
For too long, businesses have been sending one-size-fits-all emails that throw everything at the wall instead of personalizing their approaches to those emails. Consumers have become somewhat immune to this tactic, relegating many emails we send to the spam folder or the trash bin. Now, marketers need to leverage email personalization and automation to make an impact with the emails they send.
Is this possible? Can you personalize emails and still have time to do anything else throughout the day? Of course.
Marketers need to utilize different tactics and work at it – with every email you send, the strategy will become better aligned and more appropriate for your marketing strategy. Marketers at every level, with every number of qualified leads, should be able to drive demand generation through email personalization.
Just What Is Email Personalization?
Personalization in email marketing is the strategy of targeting an email campaign to a specific account by leveraging the information you have about them. This information could be anything! Names, products purchased, pain points, where they live, how many times they have been on your website, or anything else that you can glean.
Email personalization is a proven way to increase both open rates and click-through rates, which in turn increases ROI and revenue. Something as simple as adding a name to a subject line can trigger a chain of events that will make your sales timeline shorter.
Pick And Choose Personalization To Suit The Identity Of Your Targets
Whether you use professional grade email marketing tools, or you write them individually, the tactics to personalize your emails range from simplistic to advanced. The key is to choose personalization in a variety of ways that will add value to your customers’ experiences and encourage them to use your services.
Names can be personalized to make an impact. Something so small can be so crucial in terms of making an impact is. To start, the name that“from name” or the one that is displayed when someone opens your email. This text tends to be larger on both desktop and mobile email applications, so including your name can cause someone to take it more seriously. As mentioned previously, you should also consider adding first names to the subject line.
Subject Lines can be an art for some marketers – or a death sentence for others. A quick Google search can reveal great (and terrible) examples of subject lines. You want to attempt to stand out while remaining relevant to the email content. When writing a subject line, you can use symbols, fonts, emojis, or anything else – while being conscious of your branding and what follows internal best practices.
Email Content Is Still King
No matter what embellishments bells and whistles you use to make your email stand out, content is still the most important thing. Of that, the copy should be the place where you spend most of your time. With the information that you have, personalize that text. Adding a first name is a step, but you can also mention other things – talk about posts you know they’ve seen on social media, new products, old products, or important happenings within a specific industry.
Beyond text, supplement with imagery. In many cases, pictures or graphics will attract attention just as much, if not more in some industries, than the content does. If you are selling products, do so by displaying an image. What do you show to someone? Use the information that you have – if you are selling clothes, for example, use the data you’ve gathered to show menswear to men or kitchen gear to chefs.
Use Email Personalization To Re-Engage Those You May Be Losing
Use email personalization to create demand for those who have already engaged with you in some way. For example, if you have a subscription-based service, use email to remind those who are about to expire of your services, encouraging them to re-sign with you.
For those that have purchased one-time products from you previously, you can recommend new or complementary products. This tactic allows you to upsell and cross-sell, strengthening the relationship and increasing the value of that customer.
If someone hasn’t purchased from you, but they are on your website for some window shopping, you can utilize email there as well. Something as simple as a “You’ve Left Something In Your Cart” email will remind someone that they wanted to make a purchase and were hesitant to make a purchase to get up for their credit cards or they weren’t in a secure location to use the wi-fi to make a purchase.
Get The Information That Allows You To Personalize Your Emails To the Fullest Extent
Growing your demand can be difficult, especially when trying the same email marketing tactics over and over again. You have to learn how to reachread potential accountsclients and understand which personalization tactics will work for certain which icompanies industries.
The most important thing to note is that, when you execute your strategy, you need to be committedprofessional and ensure that you are using best practices and accurate information. For more information about email personalization, data collection, and how we can help you to make better decisions: contact MRP today.