In this modern era, we are certainly going through a lot of personalization.
There is so much data at our fingertips. And, many of us fail to make the most out of it. Very few budding businesses are aware of the importance of personalization. You will be fascinated to hear that only 5% of the online crowd is investing in personalization strategies.
So, why are we missing out on personalized marketing? Where does it affect the most?
Surveys reveal that emails are affected the most. Even when marketers believe that personalization is important, they don’t handle the emails.
With this being said, here are a few tips on how you can personalize your emails.
Raise the Right questions!
First things first, you must ask the right questions from your audience. Personalization becomes easier when you are in the right direction.
Ask questions on why customers are visiting your site. And, query on why they want to buy from you. Likewise, you should understand the “goal” of subscribing to your emails. Data from these questions will help in sending targeted emails. In the long run, you will be able to generate more business. Top 5 tips for increasing audience engagement
Build Customer Profiles!
Moving on, you need to focus on customer personas.
You should appreciate the fact that customer personas need ample data. A recent case study revealed that customer personas generated from business-to-business sales can be priceless. This data is crucial for modifying the content in your emails.
Let’s understand this with an example.
NetProspex started to make use of customer personas. They grouped every customer in their business into three different personas. The data from download behaviour and website history helped in the grouping. With the help of this data, the brand started to send personalized emails. For example, when a customer named “Christiana” was interested in demand generation, they modified the emails with content on demand generation. Also, they included plenty of resources on Demand generation to Christiana. With this implementation, the percentage of email open rates increased by 11% for NetProspex.
Location and Time
It is not rocket science that some times of the year, and certain locations are more useful to few customers. If your customer reads his/her emails at 8.00 AM, you should target this time. There is no point in targeting this customer at 12.00 PM! A/B tests will help you understand the optimum time for sending emails.
On the other hand, you need to appreciate the fact that your customers can be present in many locations. To be more precise, they can be scattered around the world. They might be receiving your emails at an unknown hour. Thus, keep track of their time zones.
To make things easier, ask your customers when they would want to receive emails!
Automated Behavioral Emails
To become a true leader in the industry, you need to make use of sophisticated technologies. Behavior-triggered emails fall in this category.
By definition, behaviour-trigger emails are used to send “emails” based on the customer’s response and reaction to your product. These emails are sent in real-time. For example, if you have not accessed your Facebook account for 5-days, you will receive an email from the company. Doesn’t this sound amazing? Try to use this technology in your business too!
