Probably every marketer has heard about the personalization in emails. However, only some of them apply it to their email marketing campaigns. And now we are not talking about simply adding the name of the recipient in the subject line or body of the letter. We are talking about effective personalization tricks that increase clicks, opens, responses, and conversion rate of your emails. With the right approach, personalization can also help you gain new customers and increase sales.
In this article, you will learn more about this method and find useful tips on how to create personalized emails that work.
What Is Personalization And Why You Need It?
Personalized emails are those that were written considering the personal data of the recipients, as well as their interests and preferences.
With the right approach, personalization can bring you the following benefits:
- More people will notice and open your letters;
- You will get more clicks and other actions from your recipients;
- Your messages will not look like spam.
Every successful personalized email is created based on the prospects’ psychology. Users like to communicate with real people, not robots. They also want to feel their individuality and want to know that you care about their desires and problems. If you can show prospects that your company has such an attitude towards its clients, they will trust you and transform into loyal customers over some time. Below are the top 3 most used personalization tricks to consider:
- Including the recipient’s personal information in the subject line of the letter;
- Including the personal and contact details of the sender;
- Defining the most suitable delivery time for each email.
The first two tricks aim to show the recipient that a real representative of a company wrote an email specifically for him or her. This increases trust and chances that your email will be opened and read.
The same rules apply to the body of your letter. Appeal to every prospect by name, show that you know about their interests, problems, and wishes; include a personal signature in the end.
Defining the right time will probably be more challenging. You first have to clearly identify your target audience and then study their habits and behavior. This will allow you to determine the time when they check emails and perceive the received information better.
For example, studies show that professional letters are best to send in the morning, more personal proposals are better perceived at the end of the working day, when office workers switch to personal matters. And entertaining content is best to send in the evenings when users are relaxed.
How To Personalize Your Emails?
Don’t Overly Personalize
Especially if you are starting your communication with a particular recipient. It is always good to make the user think that you know about their needs, but you need to ensure that you won’t push too hard on them.
Thus, do not show that you know everything about the client! Do not be lazy to add a few random goods from the list of frequent demands to your product offers.
Don’t Send Too Many Letters
Ideally, you should send one main offer to each customer and then make one or two follow-ups. While one email is not enough to grab the attention of all prospects, sending too many letters is also not efficient. The recipient may open your messages and click on them, but don’t make a purchase. In this case, sending them tons of messages each day will only worsen the situation. Instead, deliver rare but useful newsletters for better results.
Keep In Mind Your Audience’s Interests
One of the best ways to personalize the email is to share valuable and engaging information. Discover what interests your prospects and give it to them!
Add A Personal Signature
In the modern world, it is not enough to sign your letters with a simple “Kind regards, the X team.” Since you strive to make your messages more personalized for a user, you also need to show that you are a real person. The best way to do this is to create a personal email signature.
Showing a real person behind each email you send can increase your click rate by 22-25% at least. Besides, this trick gives you a chance to make your messages brighter and more memorable. Make a professional and pleasant impression. Finally, it helps people recognize your brand. It also provides your contact details, which saves recipients lots of time.
Additionally, you can add links to a website, blog, or social media to gain more followers and traffic. And you can use your email signature to make a call to action, share important news, promote your products, etc.
Statistics show that businesses meet the needs of only 10-15% of recipients in their emails. This leads to another problem – a company doesn’t keep in mind different preferences of their audience, makes offers that are not relevant to a particular group, and loses the most significant share of their prospects.
Segmentation is exactly what can solve this problem and the sooner you do this, the more effective and personalized your emails will be.
Offer your subscribers to customize the newsletter. Include a survey in your email and ask them several questions:
- Why did you come to us?
- What information would you like to receive?
- What offers interest you?
- And so on.
Wise segmentation will help you study your prospects’ needs to deliver the most relevant content to them in the future.
Use Different Details For Better Personalization
You can personalize your letters based on pretty much any personal information. Here are a few more ideas of what can be used:
- Birthday – use it to deliver individual promotions and special offers;
- Browsing history – find out what kind of content your recipient engages in most often and use it to set the contact;
- Family – for example, if you know that your prospect has children, offer him or her useful information or products related to kids.