Email marketing is a powerful tool in your marketing arsenal. It’s popular among consumers and its popularity is climbing. You might have already implemented some elements of personalization in your emails. Tailoring emails for recipients can increase sales.
Although email personalization can drive a lot of conversions, some techniques like customer recommendations may not work for everyone. You can also over-personalize and sound like you’re too familiar with the reader, which can, frankly, freak them out. When personalizing your emails, it’s important to stay professional.
Here are 6 techniques that work in 2021:
1. Apply Personalized Subject Lines
The subject line is an intriguing part of any email. There are several things to take into account when writing a subject line. For example, it should be different from other industries and audiences. They must also be very specific for the best results.
You need to know the impact of each piece of content you send out. By sending different subject lines to different segments of your list, you can find out which kind of subject line works best for each segment. Run A/B tests to see which ones get the best response from your audience.
Finally, once you’ve got your open rates and conversion rates up, you should focus on triggered emails.
2. Focus On Data Collection
A good starting point for personalization is to track and store the things that your customers want and do not want. If you don’t have the right kinds of information on your customers, you won’t be able to personalize your marketing correctly.
By adding a question or two that’s not required, you’ll be able to collect additional information from readers as they sign up for your content.
To get more data, use integrations. Integrations with other apps will let you automatically track different activities or gather new information.
When you use a preference center to learn from your readers, you can create appealing subject lines.
3. Use Of Subscriber Tags
Use tags to send personalized CTAs and for triggering emails. Personal CTAs and triggered emails let you send more detailed and personalized content to your subscribers.
Once you’ve created the proper tags, you should write out emails to your recipients. This approach will save you a ton of time because it allows you to segment all your workflows through just one email.
This feature is offered by most mailing list providers.
4. Enquire The Right Questions
If you don’t know how to segment your market, you can always ask them questions. It’s easier to create content if it’s targeted towards a specific group of people rather than one large group. However, segmenting is only effective if you ask the right questions.
For example, asking customers what brings them to your website; why they started using your service; what they need help with most will help you find out what you’re doing right (or wrong) pretty quickly, and it makes targeted emails a breeze.
Above all, you need to stand out. Emojis, humor, and freebies are some of the best ways to do that. Sometimes it might also be useful to ask opinion questions. People like to feel like they have a voice.
5. Optimize Your Landing Pages
Personalized emails may help you boost open rates, but this means nothing if the recipients don’t convert.
While personalization can be a useful email marketing strategy, the main goal should never be to get a higher open rate. Your goal should always be to get a higher conversion rate from your emails. If your goal is to get people to take specific actions, you must ensure that the landing page and the message match.
Relevant landing page should be included in as many emails as you can. Landing page should be relevant to the customer and their current buying stage.
6. Embrace Customer Personas
Your marketing persona is a representation of your ideal marketing prospect. Marketing personas help you understand what your prospects want and need. If you know more about your customer, the easier it is to craft messages that they want to open and engage with.
When you group customers using a mix of attributes and actions, you’ll have a broader understanding of what makes your customers tick. There are some guidelines on how to build personas on our other blogs.
Conclusion
Email personalization is the process of developing highly targeted email campaigns based on subscriber behavior, interests, and demographics. Similarly, if you’re not taking the right approach and you use this technique, then you won’t see results.
Sending the same email to every customer isn’t good enough. You need to adapt to your customers based on their time zones and your business goals. This includes using imagery and showing products they want.
Bottom line, email personalization can help your business create a sense of community that your competitors don’t offer. Consequently, this will result in a higher conversion rate.
