Marketing

‘Dear Subscriber’: The importance of personalised emails


Are you using personalisation in your emails? And I don’t mean using ‘Dear subscriber’ to open your emails. I mean real personalisation: first and surname, location of the contact, previous purchase activity or even their birthday? If not, you’re missing out on engaging your contacts in a new and important way.

Inboxes are fuller than ever, and your email really needs to stand out to ensure it is opened, read, and interacted with. One of the best ways to boost this interaction is through personalisation.

Personalisation can be anything personal from using a contact’s first name in the subject line, to sending related products based on their previous interaction, and each level of personalisation will have a different affect on your subscriber. Using the contact’s first name in the copy for both new subscribers and loyal subscribers will lack the personal touch as both sets of contacts receive the same information.

It’s time for email marketers to become smarter and build amazing email campaigns. If your campaigns are targeted and engaging, not only will customers have a better experience, but you will also benefit from understanding your contacts in more detail.

Google have recently made some changes to the way the Gmail inbox is laid out. Marketing emails are now categorised under the Promotions tab, and marketers needs to work harder to encourage contacts to find their emails, and open it.

How to understand your contacts

Using an intuitive email marketing system is one of the best ways to begin to understand your contacts. Look at what campaigns they have previously interacted with. Have you sent a free whitepaper download? Get in touch with the contacts that downloaded the information, and send them another whitepaper on a similar subject. You know they opened your email, clicked through, and decided to download the document, so chances are they will do the same again.

Using A/B testing is another way to gather contact insight. For example, let’s say you are a shop that sells shoes, and you want to know if stilettos or platforms are more popular with your contacts. The marketer will then segment their contact list and send out two emails: one advertising stilettos and one advertising platforms, to see which one performs the best. You must send the same number of emails to each group, or the results will not be 100% clear. This will then allow you to see which kind of campaign is of interest to your contacts, and you can send similar campaigns in the future.

Shoes

Create rules

Intuitive email service providers will allow you to create rules based on contacts information. Let’s go back to the shoe shop. Let’s say you want to contact women over the age of 25, who live in Manchester and have previously bought a platform shoe from you. You might create a rule that says ‘target females, over 25 in Manchester’. You can then send content that is focused on these people i.e. ‘Hi Susan, we know you’ve previously bought this platform shoe from us, here is out platform selection, and we’re giving you 10% off when you purchase a pair from our Manchester store’. Chances are Susan will use this opportunity to purchase another pair of shoes, more than if you sent her a basic email featuring stilettos.

Continue the process

As you continue this process and learn more about your contacts it will become easier and smoother. By engaging with the customer at every stage of the buying process, marketers can ensure contacts are interested with the brand, build a relationship and not annoyed by confusing or unnecessary adverts that are suited to their needs. Ultimately, personalised emails are used to provide a smooth customer experience and both the brand and the contact will be happy.

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