In the era of digitalization, data is driving our world, and we can’t deny it. Every moment of your life, we are using and generating more data. Then the data is being generated and utilized exponentially, and it is the same for the applications of data.
We can currently see an unexpected rush in data usage in every field; it may be engineering, science, health, marketing, and a lot more. It’s high time to understand that customers are coming with the demand for relevant and personalized emails content online or offline.
To fulfil that demand, the marketers are now coming with personalized emails where we have a one-on-one experience that will meet the current expectations and lead the competition.
Yet, the question comes is how we can leverage this into email marketing and for Personalized Emails?
Here’s everything you’ll learn about 5 different methods or strategies that you can use to achieve extraordinary results;
- Designing Personalized emails
- Segmentations of subscribers to build personalized emails
- Sending mobile-friendly emails personalized emails
- Test copy, design and buttons
- Automated emails
Come, let’s go in-depth of all the strategies;
1. Designing Personalized emails
Personalization of emails doesn’t imply sending distinctively self-composed mail to each individual rather we take the help of customer data for creating a personalized email.
Individuals feel like the sender has invested a lot of energy and is not dealing with like other marketing people where they have no sentiment over the email.
Using ‘Dear’ or ‘dear <customer name>’ doesn’t signify personalization. An ideal approach to personalize emails is using customers’ names to every appropriate area of the email.
This can make it look like a less automated email and will show more efforts and time is used.
Likewise, using clients’ names in the top line brings about an increase in email opening rates. Now, let’s see at some tips to make your email personalized;
- Making a clarity on what to ask
You must be forthright for the data that you need rather than what you want. If you have clarity, it will help provide what customer needs and the customer will feel to fill the form if designed appropriately.
- Prefer actual email addresses for any replies
Using abusive or irrelevant emails will hurt the sentiment of the customers. Try to use a genuine email address so clients/prospects can feel like asking questions.
- Use email signatures
Whenever you are marketing emails, try to use your real electronic signature in the personalized emails.
2. Segmentations of subscribers to build personalized emails
Dividing your audience based on several factors can effectively show positive results on your strategies. By segmenting your customers based on interest, domain, job profile, and many more, you can focus on each area and bring more opening rates, replies, and best prospect numbers.
This is the best way to choose your potential audience. Use CRM tools and make your segmentation easy. These methods will assure you that your emails are relevant to the receivers and guarantee you that it won’t be sent to the wrong person at the wrong time.
Below are some ways to do segmentation;
- Segmentation based on industry
If you want to get higher marketing performance, try to know your audience or clients’ industry profile.
- Segmentation based on company size
It’s essential to know the company’s size that you will be targeting.
- Segmentation based on sales cycle
People will react differently at different sales cycles. So, it’s better to first analyze those reactions and the work on it.
3. Sending mobile-friendly personalized emails
What you check in the morning as soon as you wake up? If you are like me, then I suppose you pick up your mobile and check for incoming calls, messages and yes, you guessed it, emails.
But don’t worry, it’s done by 50% of the people. People mostly use their phone for emails and internet searches.
Recently it was found that people prefer to open mails on a phone more than desktop/laptop. About 55% of the people purchase mobile after reading a mobile-friendly email. Below are some tips for implementing;
- Implementing Responsive Email Design (RED)
- Keep subject short
4. Test copy, design and buttons
It doesn’t matter whether you test your homepage, landing page, or email templates. Testing is crucial for every marketer to make practical decisions to improve his performance.
Testing will give you a clear view of the individual impacts of your testing aspects. This is the same as email marketing as everyone does A/B testing. Below are some few points on testing;
- “From” address line:
The name and the organization name have a massive effect on opening rates. Test your “from” address line by putting various names by an employee’s name or take both name and company name or use the CEO name itself.
- Plain text vs HTML campaigns:
Adding the component of personalization plays a vital role in the mail sent style.
- Long vs short emails:
There is no compulsion of any long or short. It depends on the marketer, so test and go forward with the best one.
5. Automated emails
Trigger emails are emails which are sent automatically concerning user actions/behavior. Mainly marketers use ‘welcome’, ‘thank you’, and receipt acknowledgement emails to grab users’ attention.
By the automated trigger mails, it is opened more than conventional emails. These trigger emails are given four times higher revenues for the companies.
Having an integration can look like a tough task for the marketers but actually it’s not. There is small information like location, gender, product preference that can show various possibilities for any marketers. It’s just how you look into these data; do you take it as a resource or garbage!
So, I believe that this article can give a useful insight about how to use your data to enhance your email marketing by implementing segmentation, personalization, and automation.