In this era of customer personalization, you need to target your contacts in a way that stands out from your competition. You have to question what will make your target audience want to engage with your email before the other messages in their inboxes.
This article will outline 6 simple personalization techniques you can start implementing today that will boost your email marketing efforts.
1) Use Personalized Subject Lines
You also don’t want to sound robotic, so part of the creative challenge is coming up with unique ways to customize and get your audience’s attention.
You can use a digital platform built on top of a database, or data warehouse, with customer information (including email addresses) in a centralized place. In order to easily collect information, make sure your email opt-in forms ask for a first name, last name, and email.
For example, the French cosmetics brand Lancome provides several ways for users to register for emails from them.
By explaining how the information they are gathering will be used to deliver personal, relevant, and exclusive content, Lancome appears more trustworthy. Customers appreciate when you’re straightforward about why they need to give you information.
Every customer is different, so it’s important to tailor your campaigns the best you can to fit every individual’s needs because that will help create lasting, valuable customer relationships.
2) Build Customer Profiles
A customer profile, or persona, is an example of one type of your ideal customer. Based on attributes, behavior, and goals, you can define your sample persona.
Once you have your customer profiles figured out, you can identify which persona any given prospect or customer would be. And if you already have a general strategy figured out for targeting each one, that makes your life as a marketer much easier.
3) Create Automated Behavior-Triggered Emails
Studies have shown that trigger emails outperform promotional marketing emails, and according to the Direct Marketing Association, more than 75% of email revenue is a result of trigger emails.
If you’re online shopping and add items to your cart, but don’t purchase the item, you might receive an email with the subject along the lines of, “Looks like You Forgot Something in Your Cart!”
Since trigger emails have shown to produce a 152% higher open rate than standard campaign emails, it’s definitely worth making them a part of your strategy.
4) Match Personalized Emails and Landing Pages
Your landing page should have a similar look and message that is customized to match the email sent to each customer. This is not only more aesthetically pleasing and logical, but it also drives conversions because customers have a more unified experience.
In this way, you can more specifically target a certain offer/product to an individual so the email delivers what it promises (versus just sending a generic email that directs users to a homepage).
After clicking on the call to action, the “Learn More” button, the customer is taken to a specific landing page, which is the one shown below. Notice the consistency in design and feel throughout the campaign.
5) Incorporate Time and Location
Not all of your customers are going to want to receive emails during the same time period.
Not only are there time zones to consider, but also ideal times vary across industry and customer personas.
Based on historical data such as consumer behavior and engagement habits, you can personalize for different email recipients.
6) Ask the Right Questions
These are straightforward questions that take very little time to answer. By asking these types of questions, it will provide you with insightful data to help your business send targeted emails.
For example, consider Fiverr, a freelance outsourcing online firm.
Fiverr collects and keeps track of user data in order to deploy personalized email campaigns that address individuals’ unique reasons for using this digital marketplace.
Are you looking to make an impact with your organization’s email marketing strategy? Want to learn more about Chainlink Relationship Marketing’s targeted email marketing process and automated multi-channel campaigns?
You can focus on your messaging, strategy, and content, and we can ensure you’re getting the best email deliverability, starting the most conversations, and closing more sales.
Reach out to us to learn more about how we can help your business grow online. We’d love to give you a free consultation.
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