Email marketing is a powerful tool for every marketer and business owner. The popularity of email is even increasing among consumers if marketers can send them in a proper and personalized way. Marketers generally make it personalized by providing the consumer name in the address, but they can take the campaign to the next level by following few simple steps. In this article, CloudVandana will be discussing 7 powerful email personalization techniques that marketers can use to boost the campaign.
Customers open their email and when they see an irrelevant email to the mailbox, they just move the mail in the trash without even reading it. But there are many ways to make them interested in the email content and take necessary steps towards conversion. Marketers can have their customers’ attention by sending them highly targeted emails that they actually want to receive.
Email Personalization Techniques
Email personalization is a technique in email marketing that allows the marketers to use the customer database and send personalized emails based on the customer database. In this strategy, marketers can get 6 times more sales returns than regular bulk email campaigns. So personalized email campaigns are a must in this highly competitive environment. Following are the techniques that can be used to increase email open rates.
1. Audience Segmentation
Audience segmentation is the most important part of an email marketing campaign. Marketers need to segment their target audience list first. Then segment the target audience list to produce relevant, targeted, and personalized emails. Following this technique, marketers can experience a higher email open rate and decreased rate of unsubscribing. So ultimately it leads to a higher conversion rate. Marketers generally segment the target audience based on age, gender, location, and buyer persona. But there are many other important ways like buying frequency, purchase cycle, engagement subject, and customers who refer to the business.
This is another important way to put a personality behind the emails. The way marketers put the audience name in the address, the same way, the senders can put their name instead of mentioning ‘marketing team’ or ‘sales team’. With people’s inboxes being inundated with marketing emails from different companies, emails from real people, instead of the marketing team sound less generic and less boring. So responses are more positive.
3. Product Recommendations
Though it sounds very simple form of email personalization, it can be very effective if used in the right way. But if done wrong, the marketing can go pear-shaped. If the email notifications constantly pop up, customers may feel irritated. To avoid this scenario, marketers should send highly personalized emails to engage and convert the audience based on their buyer behavior and preferences. Analyzing the visitors’ data and interest in the products or services, marketers can drive customers to make a purchase.
4. Offers And Discount
A personalized special offer and discount can improve the CTR(click-through rate). Marketers can use segmented data to produce a series of offers aimed at a particular customer profile. Special offers can be used to re-engage inactive users or can be sent to people who have abandoned their cart halfway through the buying process. Marketers can keep on testing with the data to improve the understanding of the strategy.
5. Behavioral Triggering
This personalized email marketing strategy is considered the most sophisticated email marketing. This is based on the people’s interaction with the products. Marketers can try out a form builder that integrates with messaging apps to allow automated responses. When a customer completes a purchase process or takes a service, a trigger automatically goes to them as order confirmation and receipt.
6. Milestone Emails
Milestone emails are generally triggered for special events such as a subscriber’s birthday or subscription anniversary. It is very important to nurture the customers or subscribers in every stage of the customer journey. Marketers can send a welcome email to people who have just subscribed. While running a VIP program, a trigger can be sent once a subscriber reaches a new level. This strategy makes them feel like they are valuable to the organization.
7. Re-engagement Emails
Re-engagement emails are an effective way to subscribers back. Re-engagement emails are targeted at inactive subscribers. Marketers can retarget them with more existing offers and discounts so that they get interested in the product or offerings.
Do you have any suggestions for an email personalization technique? Feel free to share your valuable feedback with CloudVandana or take a free consultation call for any Salesforce requirements for your business.
Digital Marketing Manager at Cloudvandana Solutions