7 Must-Know Email Personalization Tactics for 2019
- 2019,Analyze Data,Clarify,Collect Data,Email Personalization Tactics,personalization,real person,segmenting,Trigger Emails
Your customers receive countless emails every day. How can you cut through the clutter, reach new customers, retain current customers, increase sales, and grow your business? In 2019, more than ever before, it is about email personalization. If you still aren’t taking advantage of email personalization or need to take yours to the next level, check out these 7 email personalization tactics.
Clarify What You are Hoping to Do
Merely adding some personalization to your email campaigns will likely give you some amount of overall improvement. However, if you are looking for substantial gains, start with the goal in mind. Are you interested in increasing open rates? Is there a particular type of engagement you are looking for? Is it all about sales? Think about what you want to happen and then figure out how you are going to measure that. Starting with a plan in mind will help you decide what steps to take and how to measure the effectiveness of your changes and enhancements.
Collect the Right Data
Some email lists are not ready for personalization. When addresses are collected before personalization was a goal, they often lack the critical customer data necessary to add a personal touch. Some email lists contain nothing more than the addresses. Others may have the customers names yet still no major data points to work with.
Sometimes this requires a new method of collecting customer information. Other times, it is merely a matter of optimizing your CRM and how it connects to your email platform. Depending on your goals, there is a plethora of information you might be able to use.
This data might include:
Position in your marketing funnel
Customer likes and interests
If your list lacks basic information about your subscribers, try using an advanced email checker. Not only will il clean your database, but it will add missing data such as first and last name, gender, and location.
Start with segmenting
When beginning the process of adding personalization to your emails, it is beneficial to start by creating segments based on the personal data you have collected. How you divide these lists will depend on your goals and the data you have on hand. We will get into more granular means of personalization, but simply creating different campaigns for different groups based on common characteristics will already add a touch of personalization to your efforts. More than that, it will simplify your efforts to include more specific content based on customer data.
Build in personalization
Once your list is divided into segments based on the criteria you chose, you can dive into the next step which is personalizing content within the emails. This is your opportunity to show your customers that they are more than just another address on a list.
Through dynamic insertion and merge tags, you can customize the body content of the email to match the specific customer. This can contain items related to purchase history, particular interests, geography or any other data point. Also, it is not just text that can be dynamically inserted. Videos, images, and graphics can be dynamically added to address each customer personally.
Send from a real person
One of the most straightforward personalization techniques is one that is often overlooked by digital marketers. What is more personal, an email from a company or an email from a specific staff member at a company? An email from a real person can increase open rates and click-through rates, especially if the person is selected to match the needs and interest of the recipient. For instance, a new customer might receive their email from a member of the support staff who can help them get the most out of their purchase, whereas a potential customer might prefer an email from a member of the sales team who can answer questions about the product.
Use Trigger Emails
One way to be more personal is to send the right email to the right person at the right time. You can do this automatically by setting up behavior trigger emails. Triggers can be based on any number of customer characteristics.
One of the most popular trigger emails is the “Welcome” email. These are often sent either when someone signs up to be added to the email list or becomes a first-time customer. An email can be tailored to a customer’s specific needs at that moment. For new sign-ups, it is an excellent time to share more information about the company. For first-time customers, you have the opportunity to share something that will help them get the most out of their project.
However, don’t let your imagination stop there. Emails can be sent to customers on their birthdays, when it is time to renew or restock, if they have left something in the cart, or when their favorite product is on sale.
Analyze the Data
If you take steps to make personalization an integrated part of your email strategy, you should begin to see improvements in your email ROI. However, if you took tactic one seriously, and have clarity about your goals, you should be able to precisely measure the effectiveness of the steps you have made. Measuring your results through the lens of your goals, you should be able to see what is working and what is not. This will enable you to expand your efforts in the areas that are experiencing the most significant return and make adjustments in areas where performance is still weak.
The toughest part of email personalization is getting started. Most marketers won’t be ready to personalize every aspect of their email marketing overnight. However, taking some first steps will get you moving down the road to better ROI from your email campaigns and more sales for your business.
Charles has been working as a webmaster since 1998. Since then, he has had his hands in thousands of websites and has helped millions get online through a company he partially owns called Web Host Pro.