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Email marketing personalization can increase your brand reach and conversions, but you must do it correctly.
What Is Email Personalization?
Email marketing personalization refers to running personalized campaigns based on the data companies have on them.
The reason is also straightforward.
Users find personalized emails to be more relevant to them.
These remove any irritation and bring positive emotions to their minds about the company.
Improved Relationship
Personalization means having a humane touch in the email.
People receive many marketing emails every day and are tired of reading bot-written messages.
Personalized emails represent brand value, customers personal choices, and how they truly appreciate it.
Getting a Competitive Edge
You are not the only one using emails for marketing.
Using personalization can help you win over your competitors by a large margin.
Utilization of Emails Potentials
An email is a marketing tool full of opportunities.
Sending generaltemplate-based emailswill only use its potential to some extent.
Companies can make the most of the emails and get the desired results only with personalization.
In the present time, email personalization has become the standard.
If you still skip it, you will lag the others.
A touch of personalization should do the job for you in a jiffy.
According toMailChimp, keeping the subject line short and direct will determine the success of the email.
Campaigns on Milestones
Personalized email marketing is important to nurture relationships with your audience.
Sending them custom emails on different milestones shows that you care for them and often sparks engagement.
Wishing them on birthdays and offering a time-bound offer on that day is a nice gesture from any company.
Customers value these and consider these to be a reason to stay loyal to the company.
Behavioral Triggers
According to marketers, behavioral triggering is highly effective in email marketing campaigns.
Despite sounding complicated, it is an automated email reaction instead of peoples interaction with your products.
Besides welcome emails, these can help you with upselling and cross-selling.
Perform A/B testing to find out when someone wants to receive your emails.
Cart Abandonment
Many customers add products to their cart but do not buy them.
They need a little push to make them choose the Buy button.
In such cases, send them personalized emails, including product images and the final check-out price.
Offering them a time-limited discount also helps in most cases.
Analyze your target audience and understand the personas to use in your email marketing efforts.
While most brands target 1-3 personas, creating at least one is mandatory.
Once you grasp what the personas want and how they behave, email marketing personalization becomes easier.
Email List Segmentation
you might segment or categorize your email list based on personas or other criteria.
But stay away from hyper-segmentation that will make you create hundreds of segments.
The objective of segmentation is to create targeted offers easily.
Hence, focus on broader categories such as location.
Using Email Automation Software
Handling personalized email campaigns might seem hectic to most marketers.
Email automation tools also allow you to automate emails based on various parameters.
A/B Testing
In the case of personalized emails, testing makes you perfect.
Testing email campaigns are highly important, even more for automated campaigns with personalization or email triggers.
Instead of testing the emails on computers, send them to yourself to test whether everything is right.
With growing smartphone users, verify your emails are mobile-compatible.
Companies can easily generate customized recommendations based on a customers purchase and browsing history.
Also, it’s possible for you to suggest relevant blogs on the purchased products.
Thus, you will not force customers to buy all the time.
Some people can even take legal action against your company for sharing their data with others.
Therefore, be careful and get consent to use and share any data you collect with the personalized email.
Timing plays a crucial role even in personalized email campaigns.
Not every customer belongs to the same time zone.
Hence, you better deliver emails when they are ready to read them.
confirm to know the best time for opening your campaign emails.
Email marketing aims to direct the recipients in the right direction.
Include a link to any webpage that goes with the story of your email.
At that time, they must have the desired action in mind.
Including CTA through a button will offer you more conversions than a hyperlink.
The touch of personalization should be everywhere in your email marketing campaign.
Using the same email body for every user will not increase your conversion rate.
Instead, you could use dynamic content in your emails and see a significant increase in your ROI.
And, now, lets check what to avoid in email marketing.
Even the most loyal customer of your brand would hate to get spammed by your promotional emails.
It is better to get feedback from the users on how many emails they want to receive every month.
During email campaigns, businesses often end up collecting a lot of data.
Moreover, you must be extra careful while collecting personally identifiable or sensitive information.
Over-personalization or too much personal information might turn your emails into something creepy.
Trust us, no one would like to find that a business company knows everything about them.
Some of us forget the meaning of personalization and create emails containing generic personalization.
Instead, personalize specific areas and research how to attract recipients in those areas.
Marketers might feel the urge to personalize every email they shoot.
However, this is not the ideal thing to do from a users perspective.
Owning data on some aspect does not mean you oughta insert it in the emails.
you’re gonna wanna understand which emails to personalize to drive conversions.
As you could see from the above, it is a time-taking process that needs your attention and effort.
To reduce the time spent and automate the process, you should consider using email marketing software.
