How to Use Personalized Email

When it comes to digital marketing, there are a variety of ways to market yourself as well as the services you provide. One of the largest options you have is to use e-mail marketing. It can cover anything from weekly newsletters to specialized offers. No matter which method you decide to incorporate them, making emails a part of your marketing strategy offers numerous benefits. When crafting emails, you should include the element of personalization. The good news is that doing so is an easy process. Here is what to know about email personalization.

Overview

From a general standpoint, personalization is a straightforward process. It involves targeting a specific campaign to a specific subscriber using the data and information you have about them. This can come in a number of forms, from first names and locations to previous purchases. Using this data, you can tailor emails to match the needs of a specific customer. In terms of what you can personalize, there are a number of options. You can use customized content where a user’s name appears in the subject line or body. Images can be modified based on certain profiles. Other options for personalization include special offers and product recommendations.

What Are The Benefits?

Now that you have a sense of what goes into email personalization, it’s helpful to understand why personalization can be beneficial. Customers have expectations when it comes to their preferences. In fact, 61% of people want brands to have personalized experiences with these preferences taken into account. This is where email personalization provides a major advantage. On average, email personalization can increase click-through rates by 14%, and conversion rates can be boosted 6 times when compared to traditional emails. Plus, there is a lower rate of people unsubscribing from email lists.

There are other boosts that come from running personalization campaigns. For example, they allow you to create better content. As you have more of an understanding of who you are writing stuff for, you can create items that are more specific and relevant. It also allows you to make your business appear relatable and real to your readers. Finally, personalization allows you to build brand loyalty among both new and existing customers.

Best Practices of Personalization

It’s easy to dismiss personalization as just adding a customer’s name to an email. However, for the best results, it takes more than that. You want your emails to be relevant, so they will stand out in a user’s cluttered inbox. This means having information that meets the needs of the recipient and offers them something that will make them want to open it. In addition, the content you sent needs to be timely. This can mean adjusting your copy to match whatever stage of the buying process a customer is in at the time. For example, if someone searches for a specific product on your site, you can create an email that highlights the item and send additional information. You also want to have an email come from a person instead of a business. This can include customizing the subject line or adding your photo in place of a logo.

There are numerous reasons why you should incorporate email marketing as part of your marketing strategy. When done correctly, you have the opportunity for better engagement with your customers and have a better chance of them purchasing from you. Sending something that people will want to read is an easy way to build your brand.