Digital marketing has become crucial for firms in the modern era. This is why every company is concentrating on acquiring various digital marketing tools that might help them gain a competitive edge over their rivals. Email marketing emerged as the preferred marketing strategy for practically all companies out of all the available channels. The same is the cause because
- Its marketing is economical.
- It has a fantastic marketing return on investment.
- It is simple to access and use.
- It’s a powerful and efficient marketing tool.
Almost 90% of organizations now utilize email marketing as a result of these advantages, according to the most recent statistics. Personalization was the icing on the cake for email marketing, which was already among the most effective marketing channels. Because email marketing immediately reaches your target audience’s personal inboxes, it has become prevalent.
Imagine the influence you can have on your target audience through your emails if you customize your emails, which is recommended. Let’s look at some astounding facts outlining the advantages of email marketing personalizations to help you understand the gist of these imaginative scenarios.
- Personalized emails have the potential to generate six times more transactions.
- Personalization is very crucial, according to 94% of marketers, for achieving email marketing goals.
- 58 percent of all revenue is generated by personalized emails.
- When compared to emails that were not personalized, personalized emails had open rates that were over 20% higher.
These numbers, in my opinion, make it quite clear why you want email marketing personalization. I’ll now outline the process for “how” you can use personalization to improve your email marketing approach. So let’s get straight into the topic and learn about 5 efficient techniques to improve email marketing customization.
5 Ways to Improve Email Marketing Personalization
- Send emails with a behavior trigger
In the modern world, building an email list or getting a visitor to your website is not enough to succeed with email marketing. You must instruct your audience on the next action they must do in order to complete the purchasing process. Sending emails that are based on behavior will be effective in this situation.
I am aware that continuing to send these behavior-triggered emails manually could get you into trouble. However, thanks to technical improvements, your behavior-triggered emails can now be handled entirely by email marketing solutions. However, before we do that, let’s be clear about what behavior triggers in email marketing are.
To put it simply, behavior-triggered emails, sometimes referred to as transactional emails, can send emails to a target audience automatically that guide them through the next step of their purchasing journey.
You can instantly determine the most recent interaction a user has with your company using a variety of CRM solutions that are coupled with email. You can automate the delivery of behavior-triggered emails based on these interactions.
Additionally, automating these emails will relieve some of your workloads and eventually help you manage your stress and maintain your mental health.
By giving your target audience exactly what they need, you may effectively capture their attention with personalization. This will help you engage your audience more successfully and increase the likelihood that your lead will be converted. According to the most recent studies, behavior-triggered emails can actually produce 4 times more revenue and 18 times more profit than standard emails. You can learn all about email marketing by doing an email marketing course.
- Make use of hyper-personalization
Businesses frequently limit personalization to only including recipients’ names in emails. However, people are getting tired of this and want experiences that are more unique to them and don’t just use their names. The idea of hyper-personalization first came into play at this point.
Hyper personalization takes real-time data and the most recent user interactions with your businesses one step further than delivering customized emails. Let’s use an example to further grasp this; let’s say you run an online apparel store. A customer came to your department of jeans, looked about the website a little, placed the item in the cart, but didn’t make a purchase.
The email can now say, “Hey name, our best-selling item, and your favorite denim from our collection are waiting, and here’s a coupon just for you,” rather than, “Hey name, your cart is waiting for you.” Now consider which email would send a more compelling message.
Yes, the second one, as the user will be able to engage with it on a more personal level because it contains a more hyper-personalized and relevant message. In email marketing, hyper-personalization has an advantage over generic personalization since it treats each consumer as an individual, which helps to engage them more successfully.
- Use Attention-Grabbing Subject Lines
Your audience will judge your emails based on their subject lines. This is why it needs to be pertinent and attention-grabbing to grab the attention of your target audience right away. The best method to achieve this is to start with personalization in the subject line. The various methods you can customize your subject line are listed below.
Add customers’ names to the subject line – Giving customers the impression that the email is only for them can increase response rates. This will help you instantly catch their attention and entice them to read more of the email.
Utilize their passion – Strong data-driven insights can be generated through technological innovations like AI and machine learning. The interests and preferences of your target clients can be determined using these insights. Additionally, you can harness their enthusiasm to develop captivating subject lines.
Celebrate their special occasions.- Simply writing “Happy Birthday” or “Happy Anniversary” will help to get the audience’s attention right away. Your customers will understand that you share in their celebrations and care about them beyond your personal financial gain.
Create a sense of urgency – Fear of missing out (FOMO) is a common phobia. Therefore, adding a sense of urgency to the subject line will motivate the target audience to act quickly.
By using these kinds of customized subject lines, you can encourage your target audience to read your email instead of simply swiping away the notice on their phone or other devices. You can use the 7Cs of communication to make your material simple for your target audience to understand. This will help to improve the efficiency of your customized email marketing plan.
- Implement dynamic content
The secret to unlocking the benefits of email marketing has always been content. This is why the audience you are trying to reach should find your material interesting and relevant.
You do not necessarily have to send your material in the body of your emails, though. Additionally, you can produce as many infographics, films, or photographs as you believe your audience will find interesting. Your dynamic content can be tailored to the preferences and passions of your audience.
Therefore, no matter how wonderful your content is, it won’t matter if it isn’t mobile responsive because your target audience won’t see it. To get the most out of your personalized email marketing approach, you must ensure that your content is mobile-friendly in addition to being tailored.
Also Read: Must Use Email Marketing Tools for Marketers
- Subdivide your audience.
The main objective of email marketing personalization is to draw your target market’s attention and persuade them to make a purchase from your company. However, this will ultimately be more effective if you send emails to your audience depending on what they like and dislike. Your email lists’ segmentation will help you to accomplish this in this situation.
Let’s use the online clothes retailer as an example once more to further grasp this. Some people on your email lists may be interested in your collection of jeans, while others may be interested in your selection of shirts. You can now efficiently segment your audience based on their choices and deliver them relevant recommendations tailored to their tastes. This will make it easier for you to successfully and efficiently engage your audience.
Furthermore, one of the most important abilities in digital marketing is the ability to effectively grasp the needs of your target audience.
Email marketing is a crucial component of digital marketing in the modern era. Therefore, it’s important to comprehend the trend of personalization and carefully include it in your email marketing approach. In light of this, you can use the aforementioned techniques to benefit significantly from email marketing personalization. You can learn about email marketing and other copywriting techniques which will help you create click worthy emails by doing an online digital marketing course.
Founder and CEO at IIDE
Karan Shah is an Edu-preneur, Tedx speaker, Harvard alumnus specializing in eCommerce, and the founder of IIDE – The Digital School.
He is a reputed author on the topics of education, digital marketing, and Ed-techs. Over the years he has penned a plethora of articles in leading news outlets such as Entrepreneur, BusinessWorld, Education Times, and Youth Magazine to name a few.