In a world of massive email clutter, marketers need to send fewer, better targeted and more relevant emails that break through the cacophony. The advent of technology in the email marketing industry has made way for new techniques of engaging customers, keeping up with their expectations and making them feel connected with the brand.
"According to Econsultancy and Adobe, only 5% of companies say they personalize their emails “extensively”,
even though nearly all say it is critical to their business.
Personalization allows you to strengthen customer experiences by sending the right content to the right people at the right time and helps your brand STAND OUT in the inbox as someone with highly relevant emails, that are more likely to be opened and clicked.
When content isn’t relevant, customers get frustrated. Personalized email marketing campaigns earn stronger engagement metrics across the board, including higher open rates, click-through rates and customer satisfaction. Plus, according to the DMA, segmented email campaigns as opposed to one-size-fits-all campaigns, drove an average 760% increase in revenue.
Gather data from each individual subscriber on your email list
Analyze the data and segment them into relevant groups
Use the data to send targeted, tailor-made emails to each individual subscriber
Artificial Intelligence enables marketers to engage with every individual customer in a personalized and meaningful manner.
Business Intelligence allows marketers to have accurate predictions to the return on investment (ROI) of their marketing campaigns and lets them manage the campaign effectively.
Big Data refers to the collection, analysis, and management of large datasets, both structured and unstructured.
Machine Learning technology uses algorithms and predictive analytics to analyze data, learn the insights and decide what resonates best with a specific individual customer.
For personalizing your emails, you need to collect data from your subscribers. Any data that gives a marketer insight into information about an individual can be used. According to Salesforce, more than half of customers say they will share personalized information for product recommendations that meet their needs or personalized shopping experiences.
Apart from the name and email address, consider adding one or two extra fields (that will be useful for your business) in the sign-up form such as birthday, gender, location, job title or interests to capture extra details about your subscribers.
Integrate your email marketing tool with your CRM, e-commerce platform or accounting package to import extra details such as their status, location, past orders, total spent, etc.
Extract your customers’ personal interests from email preference center that lets the customers tell you exactly what kind of emails they want from you.
Track browser activity on your e-commerce platform or website and collect data about their preferences and interests.
Leverage data by integrating your email platform with third-party apps that might have a lot of customer data stored in them.
To send emails that are relevant to each individual subscriber, you need to list the subscribers into groups with similar traits, purchase histories, interests, etc.
Last Order Data
Average Order Size
Stage in Sales Cycle
At this point, almost every marketer personalizes the salutation of email messages. This is the most basic form of personalization and when done right can be a great tactic to capture the subscribers’ attention.
Adding a first name token is often the simplest way to build trust with your subscribers and begin implementing personalization strategies.
Emails with personalized subject lines are more intriguing and relevant. Comb through your existing gathered data such as the customer’s recent actions, the name of the product the customer purchased or a recent event they attended to find unique ways to personalize subject lines of your emails.
Personalized subject lines earn a big lift in performance numbers across the board. Emails with personalized subject lines were nearly 30% more likely to be opened, and generated 43.2% more revenue per email, according to Cheetah Digital.
Sending email content that is relevant to your subscribers is a powerful way to increase email click-through rates. Consider all the information you have about the person, particularly in terms of interest and individual behavior to create content, and test to see what works to better appeal to specific subscribers.
No matter what the ultimate goal of your email communication is, the initial offer plays a big role in its success. The best offers tap into the core desires of your target audience.
Use geographic and demographic data to create sections of content that dynamically change to deliver personalized content to each customer. By dynamically switching images and offers being promoted, each subscriber receives the most relevant and appealing offers and products that would entice them to make a purchase. Dynamic content gives customers the relevant brand experience they have come to expect.
Campaign Monitor, in one of their campaigns, got a boost of 29% on their click-through rates by personalizing the image shown to a user based on location.
Categorize your customers based on their spending threshold and their engagement level with your brand and send tailored, special offers and deals to your VIP customers. Such automation that sends different messages and offers to different customer categories will drive stronger engagement and revenue.
Integrate your customer’s browser history and recent purchases to leverage customer behavior and send relevant recommendations that aid in boosting purchases. Create real-time, one-to-one targeted emails that cross-sell or upsell relevant products in order to create long-term relationships with your customers.
Replenishment emails are an opportunity to remind your customers to reorder consumable products and encourage them to buy again from you, not a competitor. These emails have an average open rate of 50-60% and hence help your brand to generate recurring revenue. By studying each customer’s individual buying cycle and using predictive data sciences, put the data points together to create an automated campaign.
It is essential to retain the customers who abandon products in your cart and keep them engaged in your brand to keep your business growing. Personalize your cart abandonment emails so that each of your cart abandoners receives the most relevant content.
Cart abandonment emails that are optimized for each individual customer reduce abandonment rates by 10-30% and induce higher engagement rates.
Email lists decay every year by about 30%, with subscribers eventually becoming inactive. Identify the inactive subscribers and send relevant content along with an incentive to encourage them to re-engage with your brand’s emails. Send a series of emails with personalized subject lines and enticing email copy and CTA.
Behavior-triggered emails, such as those used when a subscriber is inactive, have a 152% higher open rate than traditional marketing emails, according to Kissmetrics.
Too much of personalization can ruin the customer’s experience of your brand. To personalize without bring creepy, put yourself in the customers’ shoes. It is vital to use customer information to be helpful.