Not just Customization!
Hi Emma, or Hi Greg. Sounds a bit more familiar than just plain old Hello, right? There is so much a simple Hello along with the name does in comparison with Hi Sir/Madam. Humans always look for something they relate with, things specially designed or addressed to them and this works in the case of email marketing too. Rather than having a message that feels robotic and mechanized, messages that are addressed to the reader and are relevant to what they are looking for, leave a deeper impact. Personalization in email marketing is about using the data or information available about the subscribers to create campaigns that reach out to them specifically. While the trick lies in the way the audience is addressed, the language, the usability, and most importantly the engagement, email personalization is not limited to these.
The three key aspects of personalization are:
But, how do Email marketing and Social media work together?
Email Personalization is nothing new if you consider the number of tailored emails that come into the inboxes daily. The use of the name and email signature is by far the most common methods used. While these are still effective, the emails for the digital generation requires constant evolution. In light of which, here are some traditional and some innovative ways.
While excessive use of a name can borderline towards creepy, in moderation it can give just the right level of camaraderie. The name can also be used as a part of the Subject line to increase click rates.
Adding the 'from address' is always a necessity, unless you are a brand so big that the logo itself does the talking. This also gives the email certain relatability. Having sender detail allows the audience to feel that it is not just another Bot sent an email and that there is an actual human behind the communication happening.
Having from and to address isn't sufficient though. Good content is also a major aspect when it comes to personalization of an email. Add information that the particular individual may need, address the particular pain points, or target the problems and give them the right kind of solution or at the least share the best alternative.
Email personalization ideally is a form of creative marketing considering how messages are crafted. However, the use of images that match the scenario and capture the interests can be an additional feature of personalization.
Schedule-based emailing is the best way of non-intrusive marketing. If there is enough data to understand the user's surfing pattern and you have A/B tested to check what time works for which time zone, personalization is just a timely click away.
The continuity of messaging or the consistency between what is shown in the email and the website or social media platforms is also a necessary aspect of personalization. So, if there is an email about Summer Sale, it should also be reflected on the website, or else it becomes just a false claim.
In addition to those, sending product recommendations based on purchase behavior, creating loyalty programs, etc. too are effective methods for personalization of email marketing.
Having the right data makes a huge difference in personalization. SpiceSend Email Marketing tool helps in gathering data from landing pages and other integrated platforms like CRM, social media, etc.
Categorize the subscriber list using various factors to create optimal groups to send the most relevant content.
Set Automated behavior triggers in response to real-time actions. Welcome Messages, thank you messages, card abandonment prompts, all fall under this category.
SpiceSend Email Marketing tool has a large number of customizable templates that can be readily used. In addition, the personalization of name, subject line, sender's address, header text, postscript, and even images can be done systematically and easily.
"Personalization happens when a marketer or salesperson can take a piece of content and make it more useful for a specific prospect or customer.", says John Jantsch, the founder of the Duct Tape Marketing Consultant Network. A marketing consultant, speaker, and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine, SEO for Growth, and The Referral Engine, he shares some Email Personalization tips in his post, How to Craft the Perfect Email. Here's the crux of the post.
"Once you get the hang of creating compelling marketing emails, you must keep it up! Staying in regular contact with your subscribers is the best way to remain top-of-mind, so establish a cadence for your email marketing and stick to it."