Imagine you are at a crowded market. People are chatting, horns blowing, a lot of things happening all around you, and there are many visual distractions.
Then you hear something break through the background noise. Someone has called your name.
Have you ever noticed how excited a dog gets when its name is called? We respond in same way as humans. Our brains filter out the distraction and noise so we can focus on what matters to us.
Email inboxes are also overflowing with distractions. Personalized emails cut through the noise and demonstrate to subscribers that you have something to say that is relevant to them.
53% of marketers say personalized communication with existing customers result in increased ROI.
That naturally also means that a lot of other companies use email customization to stand out. A first name in the subject line is therefore insufficient. You need a complete email personalization strategy.
This blog will cover it all, whether you're just getting started or need suggestions to advance your personalized emails. Let’s explore the power of email personalization.
Email personalization is a marketing strategy that uses customer’s data to create a customized experience for individuals & different segments of customers. E-commerce retailers can target specific customer with special offers, relevant content, and important information using personalized emails.
Personalized emails feel as the message was written and designed just for the recipient. Automation and artificial intelligence (AI) play an important role in creating that unique message to hundreds and thousands of customers in a single shot.
Email personalization aims to provide a more personalized email experience. The inbox is a personal and private space. When people receive emails from your company, you want them to feel as if they're hearing from a trusted friend. According to McKinsey & Company research, 71 % expect personalized marketing and 76 % are disappointed when it is not available.
Email is the most popular and possibly most powerful channel for implementing personalization along with website personalization. McKinsey And Company found that brands that use personalization generate 40% more revenue than those that do not.
1. First Level of Personalization – The Basics
The first level of personalization includes inserting a contact property, most commonly your subscriber's name, into the email - usually in the subject line or the first greeting.
Other simple personalization to include in subject lines and email body copy include the subscriber's location/city, job title, company name, and so on.
Personalization is typically linked to the information collected in an email subscription form. Then, based on the information entered into the form, you create different contact properties.
The best way to start with basic personalization attempts is with transactional emails. A brand will value you as a person who is more than simply a customer if you see your name in email reminders for password resets, shipment updates, and order confirmations.
It matters how you use simple email personalization. Consider adding the initial name to an intriguing subject line for a more personalized vibe.
2. Personalization and segmentation
The second stage of email customization divides your contacts into segments so you can customize the message for various subscriber categories.
You'll love the outcomes you receive from combining segmentation and customization if you're still sending the same generic email campaigns to your complete email audience. Segmentation and customization are two different strategies, technically. But your email personalization approach immediately benefits from segmentation.
When you combine segmentation and personalization, you go beyond simply changing the email copy and personalize the entire experience. This is because, rather than simply inserting a name in the appropriate field, the content of the targeted email is more likely to be relevant to the subscriber.
The more segmented your list, the more relevant your personalized emails will be.
3. The most advanced - Email Personalization
Tools like Enalito helps E-commerce businesses use email marketing to segment their customers based on their preferences, allowing marketers to send them highly personalized emails. Emails with targeted and personalized content help customers feel more valued, which ultimately drives engagement. You can always change your message to make your emails more engaging and to build a strong relationship with your customers.
Access to the right data is essential for creating this type of personalized inbox experience. By analyzing your customer’s data that includes their past purchases, their browsing behavior, Seasonality, Discount Sensitivity, what product they are adding to cart, their likes & dislikes you can send advanced personalized email promotions to drive customers to make a purchase.
Personalized email promotion helps to engage your audience with highly relevant and targeted emails that promote LOYALTY and revenue. Based on opens, clicks, and transactions, you may create customer groups that you can use to deliver targeted product offers to and increase revenue.
Since 2000, Amazon has been at the forefront of product recommendations. It was once reported that email personalization techniques generated up to one-third of Amazon's revenue. Though, to make product recommendations effective, you don't have to be Amazon. Enalito can help you personalize customer behavior by showing relevant product recommendation on the website that makes a unique store for every customer as well as you can send personalized product recommendation in form of a email promotion that can help you target right customer at right time with right product.
Personalized Browsing Abandonment Email
Another great way to personalize your emails is to use your subscribers' browsing history. Here's an excellent example of Lauren Brooke:
They gather a user's browsing data and send them an email mentioning the products they were looking at on the website by using cookies and customer browsing behavior. The good news is that this type of personalization is also extremely effective when it comes to personalizing cart recovery emails. This technique is also useful if your customer purchased a product that requires the purchase of some accessories (up sell).
If you want to recover abandoned carts or cross-sell products, this is the personalized email marketing strategy for you.
1. Identify your target audience
Identifying your target audience is the most important step in developing a personalized email marketing strategy. It will aid in segmenting your audience so that you can create personalized email content.
You can draw your definition of your target market on the following factors:
Behavioral segmentation factors
Geographic segmentation factors
Occasional segmentation factors
Psychographic segmentation factors
Remember that this criterion will rely on the specific industry you are in and the goals you have.
You cannot personalize email marketing and give customers the impression that you are connecting with them on a personal level without identifying your target audience.
2. Select an Email Campaign Type
The majority of successful businesses, like Amazon, use email automation when it comes to personalized email marketing. Businesses can automate the process of delivering emails to subscribers and customers based on predefined criteria using email automation. By boosting lead conversion, marketing automation technologies like Enalito improve marketing effectiveness.
3. Review
Before you click the send button on your email, make sure everything is correct.
Subject Line - Use language in the subject line that avoids sounding spammy. In your subject line, use benefits and attention-getting action words. Most crucial, make sure it can be read on all gadgets.
Email Body: Make sure to test various content variations and select the most effective one that drives action. Make sure that there are no grammatical errors, as text with errors loses credibility. Include relevant and useful information as well as perks, such as discounts, that are appealing to the reader.
CTA: Last but not least, use strong call-to-action language and be sure to use tracking links as required. P.S. Your CTA needs to be obvious and simple to find within the text.
4. Use the customer's first name.
The probability is that you immediately delete emails that begin "Dear Customer." Make sure you address customers by their first name when it comes to personalization. What's the origin of their name? Why, of course, you're CRM!
Customers open personalized emails 50% more often than non-personalized ones claims a recent study. As a result, be sure to open your email with friendly salutations, like "Nick, Special offer for you!"
5. Recommend products that your customer loves
Make sure to email your consumers product recommendations based on their purchasing habits. Additionally, you can provide sales recommendations for items that go well with their past purchases.
For example, if a customer has frequently bought children's products from your store, you can send them emails about new children's items, children's items on sale, or children's items that have been restocked.
6. Make Customized Cart Abandonment Emails
Did you know that businesses lose $4 trillion annually as a result of cart abandonment? The good news is that you can email consumers and recover more than 65% of them in fewer than 24 hours.
You can remind your consumers that their carts are full and waiting for them to complete the order by sending them personalized cart abandonment emails. To assist people with checking out, you can also provide free delivery or unique discount codes.
The following are some of the most important metrics you should track to guarantee a fruitful targeted email marketing campaign:
Email Open rate
- Click-through-rate (CTR)
- Subscription rate
- Conversion rate
- Bounce rate
The Key to Customer Engagement is Personalized Email Marketing Campaigns Digital marketing is vast, and you may become totally absorbed in developing the ideal strategy for your brand. However, while you are focusing on fancy tools and strategies, don't overlook email marketing, which is a simple yet effective tool for increasing customer engagement.
Personalized emails provide a direct line of communication with the customer, allowing you to build trust, loyalty, and engagement by providing useful, entertaining, and relevant information.
It can help you build your brand and differentiate your company from competitors. With the above tips and tricks, you can create an amazing personalized email marketing strategy that fosters customer engagement without spending a lot of money.
The Secret to Customer Engagement is Personalized Email Marketing Campaigns Since there are so many different aspects of digital marketing, it's easy to become sidetracked in developing the ideal plan for your brand. Don't overlook email marketing, though; it's a straightforward yet powerful tool for boosting consumer engagement, so keep it in mind as you concentrate on fancy tools and tactics.
By providing interesting and relevant information in your personalized emails, you can establish a direct line of connection with your customers and increase engagement.
It can assist establish your brand and differentiate your business from rivals. You can develop a fantastic personalized email marketing plan without spending lots of money using the above ideas and tactics, which will also increase consumer engagement & loyalty.
Enalito helps to send personalized predictive email promotions where one single campaign sent goes out to every one of customer in segment. Every email contains exactly the product which that specific customer is most likely to buy. This results into much higher conversion rates and sales. Because customer’s presented with exactly what they want to buy tend to buy much more.