As sophisticated digital marketing strategies continue to evolve and produce impressive results, a question that often comes up is: “is email marketing still relevant?”
It is. Its average ROI of $44 for every $1 spent shouldn’t and will not go away anytime soon.
Thanks to its impressive ROI, 86 percent of B2C marketers use email, according to B2C Content Marketing 2018 Benchmarks, Budgets, and Trends.
One of the secrets of such amazing performance of email marketing is personalization. It is an act of targeting emails to a specific recipient by leveraging available information about them. Using this technique in your email marketing can dramatically increase your results because it allows connecting with your audience in a new and meaningful way.
For example, an online clothing retailer JustFab increased its revenue by 103 percent thanks to personalization. Traci Inglis, CMO of JustFab, was shocked to find out that they were able to increase revenues without any promotions.
“But what really surprised me,” says Ingis, “was simply by saying “happy birthday” we had a 34 percent lift over the control in revenue. Simply by saying happy birthday! No promotion — just having that relevant message to a customer.”
In this guide, you’re going to learn everything you need to use personalization not only to reach inboxes but also humans.
First and foremost, personalization in email marketing is a very broad term that includes a number of tactics that use the data and information a business has about customers.
For example, the people who subscribed to your newsletter or made a purchase from your online store left details like an email address, name, the product they bought, the city they live in, and a plethora of other data points. They could also provide this information in customer surveys conducted by businesses.
This data is the foundation of personalization.
For example, if you didn’t know where your customers lived, it would be pointless and to send them an email informing that your ship to a specific city for free.
If you did send that email, though, the recipients would perceive it as irrelevant to their needs. You know what people like to do with irrelevant email that annoy them? The answer is simple: spam folder.
That’s why you need personalization. To make sure that you’re doing it the right way from the start, you need to have a plan. Ask yourself the following questions:
- What customer data and information I have to use in my campaign (The most common types are browsing data, location, industry, name, age, and gender).
- How can I make my emails relevant to the needs of the recipients? (Use browsing history, subscription data, interests, occupation information etc.)
- How can I measure the effectiveness of my personalization? (Use email marketing tools to measure open rate, click-through rate, conversion rate, share rate, and unsubscribe rate).
- What specific goals do I want to accomplish through personalization? (Increase conversion rate by 40 percent, increase open rate by 150 percent etc.)
The answers to these questions will provide you with the information you need to begin.
This is a basic but incredibly effective technique that you can start with.
Including the name in the subject line is a simple yet powerful modification. It makes the interaction with the customer more human and is an important part of your relationship marketing.
The effectiveness of this technique has been proven by numerous studies. For example, Marketing Land found that emails with personalized subject lines were 26 percent more likely to be opened compared to those without.
A number of different businesses participated in this study (see the full list below), but travel companies achieved the most impact.
Using this technique is very easy: include the name of the recipient in the subject line to make it look like you’re having a conversation with them. For example, here’s how Uber does it.
Let’s suppose you’re providing an online service to customers. They use your web-based service and achieve certain milestones, such as months of usage or some success indicators.
Letting them know about their performance encourages them to do more or return to using your tool/service once again!
For example, here’s how an online proofreading service Grammarly lets their users know about their weekly performance. The email contains personalized stats such as the number of checked words and a writing streak.
This is a good move because it lets the recipient know that they’re doing a good job and Grammarly helps them to make their writing better. Besides, the email praises the recipient by saying that they were more productive than 96 percent of all users!
“Many writers track their performance to determine their total output,” says Neightan White, a content writer at Supreme Dissertations. “That’s why emails like these are super helpful for them.”
Of course, the best time to send emails to your target audience ultimately depends on the nature of your business and your customers (it also depends on time zone and even language, so check out local times and get a translation service to localize the content if required). However, one can make some reasonable conclusions by studying the results of marketing studies.
Entrepreneur has compiled data from multiple studies and found the following:
- If your target audience is entrepreneurs and people who regularly check their email for work, the best time to send emails to get opens, clicks, and responses is Saturday 10 AM.
- For B2B businesses, the best time to send emails to get opens, clicks, and responses is Saturday 10 AM, Tuesday 10 AM, and Tuesday 8 AM, respectively.
- For B2C businesses, the best time to achieve the highest rate of opens, clicks, and responses was Saturday 12 AM, Saturday 12 AM, and Saturday 6 AM, respectively.
A customer’s browsing experience is a great source of information for email marketing. For example, if a subscribed visitor has viewed a product but didn’t buy it, chances are they’re hesitating whether to make the purchase.
You can encourage them to do it by sending an email and reminding them that the product is waiting for them. Some businesses even give discounts on these products for a maximum effect.
Here’s how an online clothing store Adam Shop does it.
Technique #5: Personalize Your Business
Personalization isn’t limited to using customers’ information and data. To make the communication with your subscribers easier, you should also “humanize” your business (make it more approachable, relatable, and reachable). Why?
“People tend to connect with other people, not businesses,” explains James Daily, Head of Content Department at Flash Essay. “There’s nothing worse for them than receiving an email from a corporate email address that starts with Dear customer.”
A great example of brand personalization comes from HubSpot, a well-known marketing software company.
As you can see, the sender of the email is a real person working for the company. This technique makes your emails feel much more personal.
In fact, HubSpot conducted an A/B testing to determine the effect of inserting a real person’s name in their promotional emails and found that recipients were more likely to open them. Here are the complete results of their study.
As you can see, the results show an improvement in the two most important email marketing performance indicators: open rate and click-through rate.
This is a nice gesture that helps to connect with a subscriber in a meaningful way and make them feel special. As we mentioned in the introduction, emails like the one from Gap below are able to increase the revenue by more than 30 percent.
Email marketing is here to stay. It produces significant benefits for businesses if done properly, and personalization is a big part of its success. Keeping up-to-date on personalization and other email marketing best techniques allow you to continually enhance your digital marketing and reap a good ROI.
Feel free to use this article as a go-to source for the best email personalization techniques. Let your emails reach both inboxes and humans!
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