Personalisation is a proven strategy for marketers of all shapes and sizes and recent developments in technology now let email marketers personalise their emails far beyond just using a recipient’s name.
Where once email marketing was all about getting as many subscribers as possible and sending them a one size fits all ‘blast’ of content, these days it’s all about targeting and personalisation to ensure that you speak to your recipients on an individual level and tailor your email content specifically to them.
Why does personalisation work?
These days, our email inboxes are completely flooded with marketing emails and it’s got to the point where most people will ignore messages that aren’t specifically tailored to them. This means that marketers need to get clever if they want to stand out among the crowd and get their recipients’ attention.
Personalisation is a great way to get the attention of your audience and show them that you are focused on their needs and if you are like most email marketers, you probably have plenty of data available to help you do this.
Here are three ways you can personalise your email content and connect with your recipients.
1. Use their name.
This is a tried and tested strategy which is very simple to put in place. Instead of a generic salutation, address your emails to the recipient by name, and if you can, try signing it from you instead of your business. This can help put your relationship with your recipient on a more personal level from the start.
2. Tailor your emails according to what your recipients are interested in.
It makes sense to tailor any products or offers that you are promoting in your emails according to what your recipients are interested in. You can figure this out by looking at what pages they have previously visited and what products they have purchased before.
By trying to sell them something you know they’re interested in, you are greatly increasing your chances of success.
3. Tailor emails according to previous activity
Another way to personalise emails is according to recipients’ previous activity. As an example, you can target those who rarely or never open your emails, offer loyalty bonuses and discounts for those who often purchase from you through email and help nurture those who are in between so you can turn them into regular, loyal customers.
One way to do this is to send an automated email after someone has visited your site and looked at something but not purchased. You can offer a discount, let them know you’re running out of the product or provide them with interesting content relating to the product they viewed.
When you’re personalising your email content for your recipients, it’s important that you don’t go too far. Nobody likes to feel like they’re being stalked and overdoing it on the personalisation can come across as creepy. With the right amount of personalisation you can engage your recipients and boost your relationship with them.