Top Tips: Email Marketing Personalisation
The benefits of personalisation
Using personalisation within your email marketing campaigns is a very effective technique as it allows your to create a one to one experience for the recipient, whilst providing an organic free flowing conversation. It is both time and cost effective for the sender and personally engaging for the recipient. We all prefer talking to a human rather than a computer and feeling as though our desires are being heard. Automated personalised emails allow the customer to feel that the brand values their specific needs, whilst the business is able to collect data on behaviour and engagement.
Through collecting the recipient’s name, date of birth, sex and location, you already have enough data to send a multitude of personalised email campaigns. From the data you have collected you are able to send campaigns at a convenient time for the reader, target automated birthday campaigns and promote gender based sales and campaigns. The data provided will also allow businesses to trace the movement of their prospects, allowing them to analyse any reoccurring patterns found, actions and activity to develop more intimate campaigns and marketing strategies.
Increase the success of your email marketing by following our top tips on personalisation:
By following our 10 Top Tips you will allow yourself and your business to maximise the effectiveness of your email marketing, whilst also learning how to push your data to its greatest potential.
1. Test. test, test
Always test when you’re trying something new. Technology is great but sending out wrong personalised information can have very negative repercussions.
2. Dynamic Content
Today the human population is more technical than ever, the days of having to choose between the web and your landline are distant memory of the past. People like to receive information quickly and effectively on the go, whether they are trekking up a mountain, on their way to work or sitting on their sofa. Therefore, information we provide must be dynamic, interchangeable and multi device friendly.
3. Plant the conversation seed and let it grow!
Create a free flowing conversation using an automation program. This allows the recipient to feel that the conversation is organic and reflects that of a real life conversation. This projects a sense of customer focus, which leaves the individual feeling valued.
4. Analyse your data
Look for reoccurring patterns that may indicate the thought process of your prospect. For example: where are they within their customer journey, are there any visible patterns, are they visiting or purchasing the same or similar products repeatedly. Have they abandoned their shopping cart without completing the checkout process? Or has it been over 90 days since they visited the site? Looking for any of the above may enable you to make decisions to prompt or encourage the movement of the recipient.
5. Be attentive and listen
From the data you have collected, take advantage of the technology that you have to hand and use automated behavioural triggers, to be attentive to your customers. Look at their behavioural habits for example, the types of content they enjoy reading, times they open emails and the success of the campaigns you send. What works for one individual may not work for the other, therefore its important to use the correct tools to understand each recipient personally.
6. Create engaging content
Be current and use designs that are aesthetically engaging, easy to follow and relevant to the theme and branding of your company. Always make search engines and links visible and easy to access, people often don’t have lots of spare time therefore they want information to be easily accessible.
7. How much data is too much data?
There no such thing as too much data but people do not like to be asked too many question, it is important to find out information in a creative and interactive way or offer them perks for providing data. You can get away with asking standard questions when customers join a subscription feed but to gather more specific and personal data questionnaires and surveys can be used. To entice more people to complete these forms of data collection you may offer incentives such as offers, discounts or the chance to win a product or freebie.
8. We are lazy!
Don’t give too many options, keep things simple. Personalisation doesn’t need to be complicated for you as the send or for the recipient. Make subject lines visible, actions clear to follow and information easily accessible. Keep information short and informative, stick to the principle quality over quantity.
9. Personalise your business
Consider personalising your business communications. You may want to use personal names and a photographic image when replying to customer queries from the marketing team or customer services. This then allows the customer to feel a direct answer is being provided from a valued member of the in house team rather than an automated program.
10. Be social, get people talking and communicating!
Stay connected, take advantage of how vast and popular social media is today. Keep your social media up to date and comment and share information that creates conversation. Project your companies voice and let it be heard! Allow your social media to be easily accessed from your website using a social media button and connect your social media back to your website, this will allow your customers to keep up to speed with any offer, promotions or exciting news that your business may have to offer.
Do you feel our Ten Tips for email marketing personalisation have helped you? How do you find using personalisation affects your engagement rates?
Let us know by commenting below, or tweet us @Wired_Marketing