How many unread emails do you currently have in your inbox? Did you know – on average a person receives 121 emails per day. Yes, PER DAY. That’s a lot of emails to go through and if your email isn’t relevant and personalised to the receiver, it will easily get lost in the string of emails. So let’s look at personalisation and the different ways you can personalise your email campaigns so that you have a better chance of your email being noticed and read.
Personalization, in the context of email marketing, is the act of targeting an email campaign to a specific subscriber by leveraging the data and information you have about them. It could be information like their first name, the last product they bought, where they live, how many times they log into your app, or a number of other data points. – Campaign Monitor
Personalised emails don’t only mean that you have the subscribers first name in the subject line or email body. A personalised email is an email that has content that is relevant to the reader and is sent at the right time. In today’s world, your customers expect a personalised experience both online and offline so personalised campaigns are a must.
How you can get personal with email
The from name – your from name is one of the first things a reader sees when they receive your email. To make your emails more personal, try making the from name a person who works at your company instead of just using your company name. This way your readers will feel as though they are interacting with a person.
The subject line – personalise your subject line by adding your subscribers’ first name. Just be sure you’ve collected and stored your customers’ first names correctly to avoid any mistakes.
The email copy – you can add any customer info into your email as long as you’ve stored all this information, for example, you can include the last date a subscriber purchased. You can include any custom field data that you’ve stored in your campaigns. Grammarly does an excellent job of this, by sending weekly email updates on your writing activity.
The images – you can choose to show selected segments certain images giving you the opportunity to make your emails even more personal. or example, you could show customers in Cape Town a different image to your customers in Johannesburg.
Dynamic content – give your emails an extra personalised touch by including dynamic content. Add an image from an external URL, opening up a wealth of options to deliver more personalised, dynamic images to your audience such as live weather feeds or images with merge tags.
Use segments – use different segments within your database to send tailored and relevant content to select groups instead of sending a mass email to your entire database.
74% of marketers have stated that targeted personalization increases their overall customer engagement rates – eConsultancy
Give your customers the ultimate experience and ensure you personalise all your email campaigns. Get in touch with our team for any assistance with personalisation.