It’s easy to send out marketing emails, and apart from the investment of time, it’s free. It’s far more efficient than one-to-one methods of customer contact, like phone calls. However, it’s also completely useless if you’re conveying the wrong message, or treating customers as a homogeneous mass rather than individuals.
Personalized email campaigns take more time to organize since they require more data harvesting about current and prospective clients. They can’t be sent out in batches if you’re using them to target customers who purchased a specific item, or who haven’t made a purchase for three months. In addition, personalized email campaigns have consistently been shown to deliver results which far outweigh generic messages. According to research from Aberdeen, personalizing emails boosts CTRs by 14% and conversions by 10%. Experian agrees, claiming they generate more than six times the revenue of non-personalized missives.
This time, it’s personal
Given these benefits, it’s important to understand how to assemble a personalized email campaign. These are WestHost’s tips for sending the right message to individual customers, rather than sending the wrong message to all of them:
- Use pre-designed templates. It takes a lot of effort to properly customize emails, which is time that can’t be spent on HTML coding. Use a stylish template that will display equally well on desktop or mobile devices – where most emails are opened.
- Emails can be anything from promotional to review-oriented. Whether you’re inviting customers to reorder disposable items, or asking for a review of a recent transaction, you’ll get a better response by prominently referencing their past activities.
- Choose a dynamic subject to pique the reader’s interest. Clearly, this depends on the purpose of a personalized email campaign. A friendly title will capture attention, as will using their first name, asking a question or injecting a sense of urgency.
- Get straight to the point. Once you’ve hooked readers with a catchy subject line, the body text of the email should get down to business. If they’re being encouraged to complete an abandoned basket, make that extra 5% off voucher clearly visible.
- Minimize text and ensure that key messages are front and center in an easily readable font. The previous point will be much easier to accomplish if the email body is cleanly presented and center justified, with a sans serif font over a killer background image.
- Imply the email is exclusive to the recipient. Phrases like “just for you” and “your exclusive offer” sound impressive, particularly if they reference something the client has already bought or expressed an interest in. We all want to feel noticed.
- Divide and conquer your audience. Male and female customers tend to buy different products, except when buying gifts. The same is true for teenagers and over-60s. How many demographic segments and persona types exist in your customer base? Make sure you understand your audience.
- Use special occasions like birthdays to send targeted communications. One well-known firm sends out an anniversary message when a customer has been on their mailing list for 365 days. Memorable dates provide a great excuse to get in touch.