The motto of personalization is to make the prospect feel special. When it comes to E-mail marketing, the prospects are likely to respond more favorably to your business brand, when they receive personalized messages.
There are a number of benefits of personalized E-mail marketing campaigns. Done efficiently, the personalized communications tend to strengthen the bond between a brand and its existing customers. Then, your personalized business messages can help you attract the attention of your prospects, who are looking for a solution to certain need. Your personalized messages can make them feel that in form of your product or service, you are offering a solution to address their specific needs and by doing so, you are actually adding value to their lives.
Now the question is: how to personalize your E-mails to the best effect so that they get opened and get substantial clicks? Here is a 5-point checklist to do E-mail personalization most effectively.
1. Know your customers
When applying personalized E-mails, you must make sure that your business message is relevant to the recipient’s needs. The offer that you are making through your E-mails, should exactly match the needs of the target group. For this, you have to perform pre-marketing research and get an understanding of the buyers’ persona. While developing buyers’ personas, consider the following points:
Customers’ demographic information
Profession and income level
Identification of the specific pain points that need to be fixed
Customers’ goals—long term and short term
2. Set the tone of your marketing message
Based on your understanding about your buyers’ persona, you will be able to develop the right marketing message that will help your sales teams to sell your product or services.
The information about your prospects—the size, type and location of the business, revenues, job titles etc will let you use different personalized communication style for different prospects. You can gather these information either through an efficient landing page design or from the outside sources such as CRM application o social media channels.
3. Fragmentation of your target audience
You can razor sharpen your target by breaking your target audience into different segments. This will enable you to connect to your prospects on a more deeper level. The more you break down your target audience into sub groups, the easier will be for you to produce more targeted, personalized E-mails.
4. Personalized contents
Developing E-mail content is as important as the above mentioned steps. So it is important to be doubly sure about the content and language used in the email itself. Before you send E-mails to a particular segment of target audience, you have to make sure that that the solution on offer is actually on the line of the interests and needs of that particular segment.
5. Appropriate E-mail address and sender’s name
Avoid putting email@example.com as the reply-to address in your emails. Instead use a real person’s name like to give your E-mails more personalized touch. Similarly, put a real person’s name in sender’s space. To make your E-mails more credible, you can use the name of a key person in your marketing department.
All these make your E-mails feel more personal and increase their open rates.
Done correctly, personalized E-mail campaigns can go a long way to boost your bottom line. And to do it correctly, you need to develop a good database, work out a through campaign plan and make investment in the right technology to implement your plan.