By Ajay Yadav
More than 319 billion emails are sent every day. Think about this number. Further, it is estimated that by 2023, this number is expected to reach 347 billion daily emails. Email marketing strategies have changed drastically over the years, and of course, what worked 5 years ago is no longer applicable. However, email marketing still rules as a key player in any marketing strategy. Using available consumer data has also become one of the best ways to personalize your marketing.
Let’s break down how email personalization works and why.
Why is email marketing still the preferred channel for top marketers?
The answer is simple. It delivers the best marketing ROI.
No, seriously. In fact, email generates $38 for every $1 spent, which is an astounding 3,800% ROI, making it one of the most effective options available.
Marketers now use segmented campaigns — where the customer base is divided into segments based on the need of the campaign. This led to as much as a 760% increase.
According to HubSpot, 73% of millennials also prefer communications from businesses to come via email.
Instead of your subscribers receiving an email campaign with generic offers, they will be receiving highly relevant and targeted emails. This shows that you care about their experiences with your products or services and can help establish a closer relationship with your email audience.
Segmentation is quite easy through CRM software. It works because when you segment your database, your email campaigns become much more targeted to your audience.
The key to impactful marketing is sending highly relevant, tailor-made materials to your customers and audience. In order to retain customers, businesses need to follow up effectively. Not only does email marketing enable this seamlessly, but it also makes your business look quite superior. With the ample amount of CRM tools available today, email marketing has never been easier!
What is personalized email marketing and how can your business benefit from this marketing strategy?
Again, as mentioned above, people want to be seen as individuals with their own needs and wants. Using tools that allow you to personalize content for your customers helps you stand out with highly tailored content. But that’s not all:
- Your website’s traffic gets a boost since emails are more likely to be opened.
- It strengthens your customer base or business by sending the right content to the right customer. A customer in India won’t be getting invited to an event two days later in California. That’s highly unwelcome content that can be easily avoided through personalized marketing strategies.
- Personalized email marketing builds trust! This works in your favor, especially if you’re selling a high-priced product.
Studies have also shown that click-through rates are 14 percent higher and conversion rates are 10 percent higher when personalization is part of the general email content.
How can you best personalize your email campaigns?
When you’ve decided on both the kinds of emails you wish to send to your customers and the kind of content you wish to push out, there are few things to know. These are the basics of email personalization and will help you strengthen your marketing strategy.
Don’t miss out on important information when collecting details! Personalization tags are KEY!
When collecting subscriber information from your opt-in form, make sure to gather important information like the user’s name, email, location, etc. Collecting and using other data can help personalize your emails, and strengthen your marketing strategy even further. There are many services out there that can tell you which products or service pages a user was on so that you can cater product-based emails directly to those users.
Segment your email lists
As mentioned before, customers have individual interests that vary across a very large spectrum. So the one-size-fits-all approach is highly unlikely to work for everyone.
Therefore, dividing your audience based on certain categories can be extremely beneficial when trying to reach out to your customer base via email marketing.
Dividing your customers based on demographics and interests can then become handy in creating tailored content for each group.
Make use of dynamic content!
Leveraging different types of content based on the kind of audience you’re approaching is yet another smart way of upping your marketing game with email personalization.
For instance, you can create multiple versions of the same email and have them personalized. This is based on the information you have about them (like whether they are male or female, purchase history, etc.) This same email can have different kinds of content for the different groups! Here’s your chance to play with infographics, video content, and all other kinds of email marketing content variants!
Long gone are the days of shotgun emails where you send out a boring bulk email and pray for results. 😉
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Leveraging automation to boost relevancy and timelines.
Automated content delivery is all about sending people the right kind of content to the right people. And no, we don’t mean scheduling emails around low traffic vs. high traffic times.
We mean sending emails that can be triggered after a subscriber takes a specific action or hits a milestone! This can be when they cross a certain number of purchases, when it’s their birthday, or when they renew their membership.
The most important: Follow UP!
Say you haven’t received a response after sending an email. You can increase your reply rate by as much as 21% compared to the initial email, just by sending a couple of follow-up emails!
Just ensure that you craft your follow-up response in an authentic manner that is received by customers organically. The last thing you want to do is appear spammy and desperate.
One of the easiest ways to begin with email marketing and personalization-based marketing strategy is by sending a welcome email! Say a customer has signed up for your emails, this is the easiest step you can take to have a lasting effect.
Another way to jump on this bandwagon is to create catered content. A very popular way of approaching this is by creating informative content for your customer. An informed customer is a customer in which you have sparked curiosity and interested with and we all know great things and created out of curiosity!
