What Is Email Personalisation?
Email personalisation is a technique businesses can use to send unique emails to each subscriber. Using personalisation within your email marketing strategy can encourage a strong and loyal relationship. A remarkable 72% of customers only engage with personalised email content.
What Are The Benefits Of Email Personalisation?
Increased Open Rates
Using personalisation within email marketing isn’t limited to the email content, personalising subject lines can lead to higher open rates. For example, adding the first name of subscribers can make an email stand out more in the inbox and therefore prompt engagement.
Encourage customer engagement
Personalised email campaigns have an increased engagement rate compared to general emails. This can then improve the chance of a subscriber converting within the email such as clicking a link to a website, resulting in more opportunities to convert.
Build loyal relationships
Applying personalisation within your email marketing strategy can build stronger relationships with your subscriber base. For example, sending a sale email to your subscribers with personalised products or services can show them how much you value them.
Four Email Marketing Personalisation Strategies
Segmentation
Segmenting your subscriber base is a brilliant way to ensure you are sending personalised content which will grab their attention. There are multiple ways to apply email segmentation within your audience such as website activity, recent orders and many many more. Sending personalised content to your subscribers has never been easier. For instance, a business has segmented its audience by clothing interests and using this, it is possible to send content which is relevant to each customer.
Automation
Using personalisation with email automation is a great way to build a relationship with your subscribers and continue to drive conversions. An example of using personalisation within an email is an abandoned cart flow, this is a great way to recover lost revenue by a customer leaving products in their carts. Abandoned cart emails target customers with specific products to remind them to complete their purchases.
Recommendations
If you want to increase revenue, a brilliant way to do that is through sending subscribers products which are related to previous purchases as recommendations. This can be done through email marketing campaigns or flows. For example, an upsell flow sends automated emails to subscribers with recommendations based on their purchase history.
Collecting Data
To utilise personalisation to its full potential, collecting first-party data from your subscribers is essential. There are many different ways this can be done such as a sign-up form on a website or through their actions on a website. There can be multiple different types of data which can be collected, however, in email marketing, it is key to collect names and email addresses.
Overall, making your subscribers feel special and valued is key to building relationships and increasing conversions. Using segmentation, automation, recommendations and data collection can help your business benefit from personalisation.
Do you want to develop your email marketing strategy? Contact mira marketing our Newcastle based digital marketing agency to arrange a no-obligation call.
Want to get weekly marketing tips, insights, and news straight to your inbox? Sign up to our weekly newsletter!