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Digital Doughnut Contributor
Digital Doughnut Contributor 16 February 2013
Categories Email & eCRM

The Power of Email Marketing: Humanization

There are many technical aspects to email marketing that are covered time and time again. Figuring out how to analyze data, testing different strategies, and content creation tips are important. One incredibly powerful aspect of modern email marketing is, however, often over-looked.

There are many technical aspects to email marketing that are covered time and time again. Figuring out how to analyze data, testing different strategies, and content creation tips are important. One incredibly powerful aspect of modern email marketing is, however, often over-looked.

 

The humanization of a marketing campaign can turn a simple email into a well-crafted letter made for individual customers

 

Part 1: Personalization

Personalizing an email marketing campaign is an intimidating and often difficult venture. With a couple of rather simple tools, however, businesses and small companies can change a format letter or fill-in-the-blank advertisement into a personal message that quickly gains the attention of the readers targeted.

 

Simple formats can be utilized to create engaging messages. Services such as MailChimp, MailerMailer, and various other email marketing tools allow for customized tailoring of messages. Custom subject lines, individuals names in the email headers, and selective content based on subscriber information can all be achieved through use of the proper tools.

 

Creating a beginning line with personalized names sometimes makes the difference between a message that is never read and a dedicated reader.

 

Part 2: Communication

Humans require more than just one side of a conversation to feel a true sense of communication. This is where follow-up marketing comes in.

 

Many marketing campaigns shoot out hundreds of messages, receive various responses, but never actually take the time to communicate back to the response received. Specific, personal, human communication is best, but just a simple software customized or service generated response is more effective than zero response communication. Response to messages received is often an afterthought in the world of email marketing.

 

Responding to email recipients as humans takes just a minimum amount of investment, but the ROI of that investment is often astonishing.

 

Part 3: Be Human

This step might not be as cheap as much of email marketing, but providing human written responses to important email-induced questions can make all the difference. Adding a few lines or links which encourage inquiries and questions requires a minimal amount of email space.

 

Responding to links can, however, be quite time consuming.

 

In leu of general, non-specific auto-responders for all responses and questions, consider using the magic of human touch. Most individuals are able to tell the difference between computer program responses and an actual human at the keys. Such human responses are somewhat expensive, but they also have the capacity to turn interest into sales.

 

Headers that are crafted with customers’ names, a well timed and human response to a customer question, and creative and consistent communication is all that is needed to turn the impersonal medium of email into a humanized interaction.  

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