“Personalisation is not a trend, it’s a marketing tsunami.” – Avi Dan
Nowadays buyers live in a world of information overload. Every single day, they see countless brand emails from numerous companies trying to win them over. As a marketer, it’s imperative you know how to cut through the noise and reach your target audience.
The more personal the connection you build with your audience, the easier you’ll find it to develop your customer relationships and, of course, encourage conversions. Here are 10 tried-and-tested ways to personalise marketing emails that see great results.
In this article, we’ll talk about different ways to personalise marketing emails and help you learn more about:
- Segmentation and customer personas
- What to personalise
- Using their name (and yours)
- Automation and behaviour triggers
- Responsive Design
Let’s dig in.
1. Use Their Name… More than Once
Addressing someone by name is the first, simple step to personalise marketing emails. Don’t just use it in the greeting, though – people are numb to that. Dropping it in a few times in the body of the email cements the idea that you’re talking directly to them.
2. Create Customer Personas
You don’t talk to every potential customer in exactly the same way, so why wouldn’t you adapt the language in your emails? Create clear personas and figure out where each person on your list fits in. This will help you clarify exactly who you’re talking to.
3. Segment Using Smart Questions
Customer personas are meaningless without proper segmentation. During sign-up, think very carefully about which details will be most useful to know about this person in order to devise the perfect email for them later.
4. Use Carefully Chosen Individualized Details
It’s not just a person’s name that signals this email is targeted specifically to them. Making reference to pertinent details you gathered from segmentation, from their buying or browsing choices on your site, or from direct conversations and questionnaires, grabs their interests. It announces that this is not a scattergun approach – you’ve thought about it.
5. Adopt Behaviour-Triggered Emails
Certain emails will land better with people at particular moments. Creating automated campaigns triggered by a particular action is very effective. For example, an email triggered by an abandoned cart, perhaps offering a discount or other perk for completing the purchase, brings people back into the customer journey.
6. Split Test to Perfect Your Timing
Timing is everything. The time of day you send an email can make a big difference. Play around with A/B testing until you figure out which combinations work best for which segments of your list.
7. Give People Plenty of Control
Let people on your list decide how often you contact them, through what channels and, also, about which topics. Make it easy for them to change their mind later, too.
8. Use Responsive Email Design
Personalisation is also about adapting to the recipient’s device. Make sure you have a powerful, responsive design that maximizes readability and engagement on any size of screen.
9. Find Something in Common
Commenting on a shared interest, background or a person you know in common is a great way to build a rapport with your recipient. You can (probably) only use that level of personal detail with a few select, high-value clients, but it’s well worth the extra effort.
10. Personalise at Your End, Too
People buy from people. The more human you make yourself, the easier it is to build trust. Try signing off marketing emails from your own name rather than the company and see what happens.
Email personalisation can be hard work without the right tools. Make sure your email marketing platform makes it as easy as possible to segment your lists, set up multiple campaigns, A/B test, turn on responsive design with a few clicks and automate where possible. It will make your task far more effective – and manageable.