Can you tell when someone forgets your name? They may avoid introducing you to others, or use the cringeworthy “Hey…you!”. Not only is it awkward, but it can make you feel like they don’t care about you. On the other hand, someone who remembers your name, as well as some personal details such as your interests or job, makes you feel important and helps establish trust.
No, emails can’t become your best friend, but they can provoke very similar reactions. Personalisation is also proven to increase engagement; delivering more opens, clicks, and even transactions. In fact, 74% of email marketers say that targeted personalisation increases their customer engagement rates.
Email personalisation isn’t new, but it is still an important tactic to reach more people and make your emails stand out in their inbox. So how do you personalise your emails to ensure they get the best open and click-through rates possible? Here are 5 steps for personalising your email marketing that is sure to make you a few friends.
1. Segment Your Email Lists
Dividing up your email lists into smaller groups of similar contacts can help you create targeted email marketing campaigns and make personalisation so much easier. When you divide up your email lists, you are able to personalise every step in the process, from the subject line, content, and CTAs (which we’ll go into more detail soon). You can very easily level-up your email lists by segmenting them into meaningful lists that fit your business or goals.
Start by asking your subscribers relevant questions in your sign-up forms. You can then use this information to divide them into key groups. If geographical location is important to your products or services, like a chain of restaurants, then this will be a key category. If your path to purchase is extensive on the other hand, you might want to segment your lists by where your contacts are in the customer journey.
The options are endless, but some good places to start include segmenting lists by:
- Job title
- Products of interest
Or, position in the customer journey…
- Participation in events
- Downloads or sign-ups
- Previous or abandoned purchases
- Email engagement level
2. Personalise Your Subject Line
Emails with personalised subject lines are 22% more likely to be opened. It’s now common practice to use first names in the email subject lines to speak directly to the email recipient. It’s a very simple way to get noticed, but given that a lot of people will have encountered this in their inbox before, it might not be enough to encourage more opens and clicks.
You can take your subject lines one step further by personalising the messaging and phrasing to speak directly to this audience. If your lists are separated by job title or product of interest, this can help to decide the terminology and even the tone of your subject line. This is an easy way to show that you are speaking directly to your segments, rather than sending out a blanket email that may not translate with everyone.
3. Personalise the Email Content
Like living up to a promise, a personalised subject line should indicate a personalised email. When your email is personalised to your audience and contains highly relevant content, it’s going to perform much better than a generic version. In fact, 71% of consumers believe personalised experiences would influence their decision to interact with emails.
A simple starting point could be including the contact’s first name in the email introduction, but be careful not to overuse this. Sometimes over repeating the contact’s name can come across as creepy and forced rather than a natural interaction between friends. Take your personalised content to the next level by changing up the articles, images and calls to action based on what you know about your contacts, like their previous purchases or downloads or whether they have attended your events.
If you know that your contacts have downloaded one of your guides, you wouldn’t want to include this as your call to action in the email. Instead, you could offer them the next guide in the series, or one that compliments their previous download.
Want to know more about guiding contacts through a customer journey? Learn how to support the customer journey using email marketing.
4. Provide Value-Add Content
Whether you’re using email marketing for lead generation, customer retention, or purely for sharing news, one of the best ways to prompt click-throughs is to provide answers or solutions that speak directly to issues your contacts may be having. By acknowledging relevant issues and providing tips or simple ways to overcome them, you will be demonstrating your value and positioning yourself as an authoritative source.
You can do this by including informative videos in your emails, or linking to relevant content on your website. The most important thing here is relevance; 67% of people who unsubscribed from a brand’s promotional emails, reported receiving too many irrelevant emails.
5. Set-Up Personalised Automation
While automation can drive efficiency in your email marketing efforts, it benefits your contacts as well. Automated emails for onboarding, order summaries, downloads and everything in between, delivers important information to your contacts instantaneously.
Personalised automation in your direct email marketing is another way to benefit your contacts and deliver highly relevant information to them without lifting a finger. By sending emails based on your customers actions, you’re giving them highly relevant and timely information, as well as keeping track of where your customers may be in their journey.
You can also use things like your contact’s birthday to send personalised birthday messages or even special birthday promos. Birthday emails generate 342% higher revenue per email than promotional emails. Setting up simple personalised automation like this goes a long way to winning over your contacts and boosting click-through rates at the same time.
All of these tips are easy to implement but can revolutionise your email marketing. Want to put these personalisation tactics to the test? Sign up for your free trial account in Vision6 today!