Personalized Email Marketing: Definition and Tips
Many businesses today are reaping the benefits of personalized email marketing. You may be wondering: “how is personalized email marketing different from regular email marketing?”
Organizations can directly reach a large audience on their computers and sensitize potential or current customers on their activities, the goods they sell, or the services they render. This is termed email marketing. Email marketing strategies generally seek to build brand awareness – mostly for potential customers and build trust and loyalty- for existing customers. However, to boost sales and conversions, organizations need to employ personalized email marketing strategies.
Personalized email marketing is the act of sending relevant emails to a specific subscriber by leveraging the information you have about them. This information can be their names, what they search on your website, the emails they respond positively to, their gender, or any other information at your disposal. Sending personalized emails is particularly useful as it helps boost sales and revenue, results in better engagement, helps meet subscriber’s expectations amongst other benefits. Personalised email marketing reduces the occurrence of abandoned cart by ensuring good trust relationship between buyers and the organisation.
Thinking of utilizing personalized email marketing, consider 6 effective strategies.
Personalized Email Marketing Strategies
1. Personalize via segmentation
It is important to put subscribers with shared interests into a group to send them relevant and tailor-made recommendations. For example, if you sell beach wears in Ukraine, it will be good to segment your customers based on geography. If there are more beachgoers in Odessa Oblast than in Khersonska Oblast, you can approach these audiences bearing in mind their differences. Do an amazing job by tailoring personalized offers to each customer segment. You can also segment your audience in real-time based on their information.
2. Use dynamic content
Employing dynamic content in your emails will enable your email content to change based on the segment of the subscribers. With this, you only need to create a template once and use it to generate personalized emails. For example, if you are an apparel producer, you can send emails based on the apparel you sell, but it will display women’s clothing to females and men’s clothing to males.
3. Product recommendations
You can show your subscribers that you understand their needs by providing recommendations on related or complementary goods. For example, you can recommend to your customers what next to buy based on their browsing history or past purchases.
4. Allow subscribers to set preferences
There are a lot of emails that stay unread in people’s inboxes. This largely stems from the fact that they do not tally with the interest of subscribers. Thus, to build trust, brand loyalty, as well as gain data for more personalization in the future, it is important to allow subscribers to decide on the content they want to receive. You can also share a link with the preference management center, and keep track of their interaction with your emails.
5. Send trigger emails
Trigger emails are automated based on your subscribers’ behaviour or action. For example, if a subscriber places an order for a product, they will automatically get an order confirmation email. With trigger emails, you can also monitor and motivate users to return to their abandoned cart by offering a time-limited discount. Abandoned cart emails are one of the most effective triggered campaigns for e-commerce.
6. Personalize using special offers
Organizations can use predictive analytics to segment their subscribers based on their likelihood of purchasing an item. Instead of offering the same discount to all their subscribers, they can offer bigger discounts to customers who are less likely to buy their products and smaller discounts to those who are more likely to buy.
Useful Tips to Improve Personalized Email Marketing Performance
- Create responsive templates: A responsive template will make your email display perfectly with full functionality irrespective of the device used to access the email.
- Enable AMP support: Customers, generally, do not like the hassle of opening different web pages before they can purchase goods or services online. Thus, by enabling AMP support, you can make purchases, participate in a survey, etc. directly from the email.
- Use a products card: With a product card, you can showcase your products in a matter of seconds
- Enable Multilanguage: You should also enable multilanguage to reach customers in their language.
The importance of personalized emails cannot be over-emphasized. To draft an effective personalized email, you will need to gather as much information as you can on your subscribers and segment them based on the information gathered. Some companies like eSputnik provide efficient and effective personalized email marketing services. Such services include creating responsive emails; designing product cards; enabling AMP and language support. With advanced settings for sending ready-made messages using the Omnichannel workflow editor and real-time reports on opens and clicks, you are well on your way to a successful email marketing campaign.
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