Email marketing is alive and well, despite what some resources may say. While we are all inundated by email messages on a daily basis, it is still a viable business tool that can help you reach your audience. With that being said, there are still challenges with email marketing. Many companies struggle with getting their contacts to open the emails, some have trouble getting them to click through to their website. In today’s marketing landscape it is getting more difficult to cut through the inbox clutter to grab your recipient’s attention. Of course with any problem, we’re here to offer you solutions.
Consumers today are used to personalization. From Netflix to Amazon, anywhere you go online, you are seeing messages that are tailored specifically to your personal interests and online behavior. This is why it’s so important to make sure you are utilizing as much personalization as you can in your email campaigns. By making small tweaks to your current campaigns and strategies, you can engage better with your audience and drive better results. Here are 4 easy ways to utilize your tools to make personalized experiences:
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Greet your audience by name. Take advantage of the information you have. Include your contact’s first name not only in your email body, but also in your subject line and your call to action. Use their name to grab their attention and entice them to take action by clicking, buying, or downloading whatever you are offering. Personalizing your messaging is a great way to improve your open rates and click-through rates.
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Segment your emails. Build and divide your lists based on any differentiating information that makes sense to your business. Did they sign up for your emails at a certain event or tradeshow? Are they a current customer? Have they purchased specific items from your store before? Use this information to create custom content to send to these smaller, more intimate lists. You can create special offers for each segment. Sending more personalized, targeted messages will help you to better relate to the recipient and will encourage them to open and engage with your content.
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Utilize time and location. Many businesses have customers spread across the country or even the world. Send your emails based on their timezone to have better engagement. Don’t forget to A/B test and track previous emails to see when you get the highest open rates. Does your audience respond more on Tuesdays? Do they click through on Saturdays? Make sure you track this data and use that information to personalize the dates and times you send the emails.
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Automate behavior-triggered emails. Did a customer leave a product in their shopping cart? Did they click on a specific call to action on your website? Have they not logged into their account in a week? Set up these automated emails based on their behavior to continue to engage your contacts. This strategy won’t take too much time to set-up, but it will make a huge impact on your audience.
Take advantage of your email marketing tool’s personalization features. Regardless of which platform you use, they all provide you with simple ways to deliver more personalized messages and experiences for your mailing list. Your customer will thank you for building personalized experiences for them. There is a reason why people love great customer service and continue to give business to bars where everyone knows your name. You can give your customers a great personal experience online, just as much as you can in person.
Looking to add more personalization to your marketing strategy? Contact us and we can help you to better engage your personas.
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