Marketers face a big challenge in personalizing e-mails for marketing to ensure that recipients recognize it as valid communication and accept it. Since the internet is flooded with unsolicited e-mails, there are high chances that unless e-mails are properly personalized, recipients will not hesitate to treat it as spam and debar it from delivery into the inbox. However, making your way into the inbox of customers is only the first step in e-mail marketing with the actual work beginning only after it is accepted and read. Personalization should help in recognizing valid e-mails and encourage its opening so that customers can act on it to make the marketing efforts a success.
Personalized e-mails have the power to increase click through rates by at least 14% according to survey results. Lack of personalization raises the fear of marketing emails being treated as malware by the recipients, which can be a huge setback for SEO and marketing efforts. However, despite being aware of the necessity of personalization only 5% companies and marketers extensively personalize e-mails. The reason for not personalizing emails is that most marketers struggle with personalization because they are not conversant with the ways of doing it. For boosting your e-mail marketing efforts, follow these simple yet sophisticated techniques of personalization.
Discover what attracts customers
Before you take any action in personalization, you must understand the way you must do it. To know how to personalize e-mails, it is important to discover why customers are visiting your website, subscribing to e-mails, or becoming a user. The answer that you get by asking questions to customers would provide considerable insight that helps businesses to send more targeted e-mails. Remember that personalized e-mails must have relevant content that is of interest to customers. Once you know the reason why customers come to your website, you will realize that there are different reasons. These reasons help to create different categories of customers. Now you can create appropriate e-mail messages emails that would be relevant to them.
Build customer personas
After you have done the categorization, you can move ahead to create customer personas, which reveal many other attributes of their behavior and attitude that you can link to the business processes. It helps to identify at which stage of the business process the customer belongs to so that you can draft e-mails accordingly. To create customer personas, you must interact with them more closely because you have to collect a multitude of data to ascertain the attributes that you can identify and then relate it to your business process. Once you gather the data, you can further refine the categorization by using a matrix of actions they take and their behavioral attributes. This exercise allows you to develop a more personalized customer experience.
Let customer behavior trigger e-mails
That you are in close touch with their clients and monitoring their behavior becomes evident when you make use of action triggered e-mails. These are similar to e-mails that you receive from some social media sites when you are off it for prolonged period. Trigger emails are real time communication that shows you add a personal touch to the relationship with your customer. When you sent a triggered email, it increases the open rate by 152%. These e-mails are immensely powerful for marketers because of its ability to convert leads into customers. With the purpose of welcoming customers, re-engaging them and for cross selling and up selling, you can set up an automated system for sending trigger e-mails.
Use location and time
Another mark of personalization of emails is to send e-mails to customers at the time that they feel most convenient. You must use the client data to dig out the right times of sending e-mails so that it receives the attention of the recipients. Another issue related to time is if your customers are spread around different locations within different time zones for which you must know their location so that you can work out a plan for having different timelines of sending e-mails. This you can do by using the computer data to detect the best times that suit customers and automate the process of sending e-mails at the scheduled times. For more guidance, you can talk to the professionals at page1ranks.com website.
Match landing pages and personalized e-mails
Although you might have personalized emails, there is still scope to achieve more success by pairing the e-mails with the landing pages of your website. The idea is to bring customers on your site by giving the same looks and using the similar copy for both by incorporating the same call to action at both places. This would give customers a unified experience that increases the chances of conversion as they consume personalized content derived from data.
Email personalization is an easy to achieve marketing strategy that depends on how well you mine customer data from your computer system and make use of it.