An Email Marketing Study conducted by Experian Marketing Services in 2013 looked at a variety of email marketing best practices, such as social media integration, mobile-friendly emails and customer preferences. One key finding: “Personalized promotional emails were shown to lift transaction rates and revenue per email six times higher than non-personalized emails.”
Indeed, personalization has been listed as a critical email marketing trend for years, and the bar continues to be raised by customers who want messages targeted toward their preferences, needs and spending habits.
The bottom line is, one size definitely does not fit all! Your contacts don’t want to simply be another name on a list – they want you to know them.
Here are some useful tips on how to add the personal touch to your email marketing strategy:
Make Your Subject Line Matter
Your subject line is your first impression and your first opportunity to connect with your customer, so it should not be an afterthought. Not only should your subject accurately reflect the content of your communication, but it should also suggest that you are speaking directly and individually to your intended reader. For some additional tips on effective subject lines, click here to read my past blog on Subject Line Savvy.
What’s in a Name?
Communicate with your customers by name! Instead of “Dear Friend” or “Dear Customer,” use your contact list to address them by name. Constant Contact allows for personalization in this way with a greeting variable that integrates the contact information that you have stored in your account. Similarly, sign your name to the email, not just your company’s name. This adds an individualized component and reminds readers that there is a real and accessible person behind your company logo.
Keep it Real and Relevant
If you take the time to understand your customers’ preferences, you will succeed in communicating about what matters to them. Not all of your contacts may share the same marketing persona, so they should not necessarily each receive the same email. Depending on your audience, you may need to use more or less industry-specific language, change your call to action or adjust the frequency and timing of your messages.
Don’t allow personalization to get lost for the sake of efficiency! Keeping these three approaches in mind will point you in the right direction for more personalized – and more effective – communication with your customers.
How have you incorporated the personal touch into your email marketing? Please share in the comment section below – I would love to hear your ideas!
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