E-mail marketing can be one of the most effective marketing strategies for you to communicate with customers, yet as we recieve more and more marketing emails each day, you face the never ending challenge of ensuring that your e-mail campaigns stand out from the crowd and continue to cut through the noise. One of the ways to achieve this is to incorporate personalisation practices to get the attention of your customers.
Every marketing message is competing for our time and email is no different. We receive more emails each day now than ever before and it can be hard to sort through the email mess let alone try to figure out which emails are worth taking the time to read. Taking the time to personalise emails via the subject line, salutation and content is the only way to ensure that your email gets read. Personalising email campaigns lets customers know that you understand their interests and want to offer content that speaks to them. Personalisation also shows customers and prospects that they aren't just another email address added to your mass mailing scheme.
It's important that you use your customer data when personalizing your email campaigns. This data should include geographic, behavioral, demographic and transactional information. If you don't have this data or it is not up to date try asking your customers to fill out a survey or questionnaire. This information is very valuable to the your success. It can be used to better segment your lists in order to more narrowly target customers – offering them relevant content that specifically speaks to their interests.
Luckily automation also can help your personalisation efforts. Although automation doesn't sound like its personal, when used correctly automation processes can allow you to easily follow-up with customers based on consumer behavior – delivering messages at the right time. This keeps your business top-of-mind and helps to keep an on-going dialogue with your customers – further building your relationship. Customers are more likely to do repeat business with companies they trust.
If you take the time and effort to personalise your emails, you will see a great improvement in your email marketing results.