Article

Clara Beck
Clara Beck 14 November 2019
Categories B2B, Email & eCRM

How Can Personalisation Increase The Impact Of Email Marketing?

Email personalisation is one of the key elements to drive more revenue and increase the customer base, but with increased competition, basic personalization is failing to make the right engagement with the customer. According to Pure360’s research, only 8% of the survey respondents stated that they would like to engage with a retail brand if addressed by their first name. Also, only 7% said that they would like to engage with the brand if they send a birthday email. In such a scenario, you need the next level of personalisation tactic for your emails. Find some of them in this blog.

Email marketing, when executed the right way, can help you churn out a more number of sales.

So, which is the right way?

This question is no longer an enigma for many!

After delving deeper to find the right answer, marketers realized that some simple tactics could help to increase the impact of email marketing. One of them is personalization; it has been found that segmented campaigns in email personalization, help a 760% increase in the revenue.

Personalization of email marketing is a crucial process, which helps you to reach your business target easily. One should implement personalization because:

  • It helps in better engagement.
  • Motivates users in sending their personal data
  • Helps in creating relevant content
  • Improves the reputation of the sender
  • Helps in meeting the subscriber’s expectations

Daily email traffic is increasing every year, so one needs to stand out with a personalization strategy to catch the attention of the recipient in their already saturated inbox. Find the below statistics:

Daily-Email-Traffic-Stats.png

Some interesting personalization facts:

  • Personalized emails help to improve the conversion rates by 10% and click-through rates by 14%.
  • Personalized email campaigns help to produce almost 20% more sales opportunities when compared with the non-personalized ones.
  • Personalized CTAs help in a 42% higher conversion rate than the regular CTAs
  • Almost 31% of the consumers are more likely to make the purchase when they are offered the tailored-content

Implement the game-changer personalization tactics, which are:

1. Segmented Personalization:

All customers have different preferences, tastes, and interests. So, one cannot expect a single email to have the same impact on all the recipients. As a marketer, you need to focus on different customer segments, which are based on the interests, demographics, geographics, psychographics, and others.

When you send the most relevant recommendations and offers to your potential customer, it shows that you value them as a customer and are willing to go the extra mile in understanding their likes, dislikes.

Pillars-of-Segmentation.png2. Using The Purchase History Of The Consumer:

The purchase history of the consumer is crucial for developing an effective personalized email. It gives precise information about the interest of the consumer. The data even helps you to analyze the product which the customer has purchased in the recent past and send the email aligned with the same.

3. Making Recommendations Based On The Abandoned Cart Emails:

Marketers have sent personalized emails to many potential customers based on the abandoned cart. An abandoned cart is when the customer fills the cart with products but did not complete the check-out process. In the case of an abandoned cart, it is easy to craft a personalized email where you have to simply remind the customers that the specific product was added to the cart, but the process was not completed.

4. Offering Category Based Discounts In Personalized Emails:

Most of the eCommerce companies have found that the customers shop within some specific categories. When you send a discount coupon to customers via email, it helps in arising the right excitement level. Try not sending generic coupons to the customers. Focus on delivering coupons to customers, the products which you think that they will be genuinely interested in.

How to get it started?

There are some simple steps to get it started:

1. Developing A Plan

If you want to set your email-marketing tactics right, develop a proper plan. The plan should focus on all the aspects of the campaign to make the most out of the personalization strategy. While developing the strategy, you should not lose focus from important areas such as data, measurement, and goals.

2. Collecting Relevant and Adequate Data

This step is essential as, without the relevant data, you cannot move on to the next level. The more data you have about your customer, the easier it becomes to target your customer with a personalization strategy. Check all the multiple touchpoints, for gathering information such as when the customer made the purchase, downloaded the content, signed up for the email list, amongst others.

3. Segmenting The Email Lists

As a marketer, it’s just not enough to collect the relevant data. You should have the plan to use the data appropriately for providing the personalized email content relevant to the customer. The list can be segmented based on different attributes, such as buying preferences, location, interests, and others.

​4. Automating The Personalization Process

Your business cannot manually send emails to all the customers. Automation is essential in the current scenario; with the automation, you can send emails to the right customer at the perfect time.

Automating-Personalization.png

For example, a cart abandonment email can be sent to the customer right after he didn’t purchase it after filling the cart.

Card-Abondonment-email.png

5. A/B Testing Your Emails

A/B testing of emails requires just one element of email for sending nearly two versions of it to different groups for checking the better response rate. For example, you can send two emails where email body content is the same, while the subject line is changed. It can help you understand whether a change in the subject line affects email open rate.

Wrap up

Personalization, automation, and email segmentation need complete customer data to make an email campaign work. You should develop the right strategy for collecting the customer’s data that can be from the customer service interactions, be it email, phone, chat, or others.

Email marketing is not an easy task, but with personalization, it eases out the process. When you can make the right business connection with the right customer, then half of the marketing job is done, easing the process for the sales team.

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