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Email Marketing – The Power Of Personalization In 2018

When it comes to e-commerce, having your own email list of people that have voluntarily opted into your content is king.

Not only can you pull a lever and have hundreds or even thousands of people read your content, but you also have the ability to generate revenue and drive traffic to your website whenever you want. But the key is not in having the list, but how you use it.

Customers don’t want a big company sending them spammy emails about the latest products 24/7; what they want is a brand that cares about them, that caters to them, that treats them like they’re the only person on your list.

To do that, you’ll need to start personalizing your emails. But rather than go one by one through thousands of names and changing a few minor points whenever you send out a campaign, automation software and tweaking your inbound marketing techniques can help turn that process into an afterthought.


Why Should You Personalize Your Emails?

In short, because it separates you from everything else that may be in your customer’s inbox. The average consumer gets over 120 emails a day, and most of those go straight into the trash.

Without anything to separate your email from the billions of other promotional materials they receive, what good is having all those names on your list in the first place?

personalized-email-from-starbucks
Personalized email example from Starbucks

The other reason is to increase conversions. Automated emails are great, but they can be very bland and uninteresting. Moreover, they also tend to recommend the same things over and over again to every different type of consumer.

By understanding what specific type of customer you are engaging, and then upselling to them based on their actions, you can reach a higher rate of conversion than by simply sending an automated email blast.

A final reason would be to drive interaction.

Think of your emails as a conversation with your consumers: rather than simply having a one-sided discussion that reinforces the same talking points, personalizing your emails makes the dialogue seem more human and intimate, thus creating a more emotional bond between you and your customer.

It may sound superficial, but creating a sense of loyalty with your customers can pay huge dividends down the road.


How Can You Get Started With Personalization?

The Subject Line

The most obvious and straightforward way to personalize your emails is also one of the simplest: insert a code into your subject line that addresses the user by name, rather than a simple heading.

Instead of “Do You Know What You’re Missing in 2018?”, say something like “Jerry, Have You Heard What You’re Missing Out on This Year?”. It creates a sense of urgency, but the customer will also naturally be drawn to the mention of their own name.

Create Dynamic Content

A segmented list is hugely important for your business because it puts people into different categories based on geographic locations, interests, points-of-contact, and several other criteria.

Personalizing your emails based on these various factors can help deliver content that meets those specific needs. While crafting several different email templates for each unique segment can sound cumbersome, many email services allow you to create a single template and tailor various blocks of it to whatever segment you’re addressing.

Whenever the end user opens the email, instead of seeing a general email that could apply to a book salesmen in North Dakota as easily as it does an author from Sweden, your customer will see an email that appears created just for them and will feel valued as a result.

Utilize Time-Sensitive Emails

Whenever a user signs up for your email list, set an automation trigger that will remind them of your relationship at various points in time, such as a one-year anniversary from their signup or two weeks since they last visited your site.

Not only do these work well from a loyalty standpoint, they can also drive conversions by reminding them about your products or promotions that are ongoing. If you really want to sweeten the deal, add in a coupon just to say thank you.

Recommend Other Products or Content

Once someone has actually made a purchase, send them a follow-up email a few days or weeks down the line that positions complimentary products or upsells to them.

Make sure this doesn’t sound too spammy; say things like “Customers who bought this also bought” or “Our customers also loved.” If your customers have been primarily engaging with your content, send them an email suggesting other content.

amazon-email-personalization-example
Personalized email example from Amazon


In conclusion, email marketing is a never-ending climb. There will constantly be new tips, tricks and tactics that businesses need to be regularly monitoring to stay on top of the game.

However, every business is different and should see what works for them and be willing to adjust as needed.

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