(Newswire.net — July 9, 2021) —
Email marketing is an online marketing tool with one of the highest returns on investment. If you want to make use of its potential, it’s important to follow the latest trends. One of the current trends is personalization. Customers need to feel like they are having a conversation with another person, not a robot. Take a look at 5 tips to make your email campaigns look more natural to every customer.
1. Carpet bombing does not work
Did you know that 84% of recipients are disappointed with impersonal emails that do not reflect their preferences? A personal approach is important, and you can take the first step to build a relationship before you even start creating email content. But first, it is vital to divide customers into segments (such as age, gender, location, or ideally even more specific ones, such as interest in a certain type of products or services).
If the customers receive a newsletter from real estate agency with an offer of properties from another city, they delete it without hesitation and unsubscribe from the emailing list. Carpet bombing just doesn’t work.
If you want your customers to be among the lucky 16% of recipients who aren’t disappointed, you will need to track data about your customers, which will help you to create personalized email campaigns. CRM systems are perfect for that. If you haven’t used one yet, you can start with a free CRM.
2. Add a subscriber’s name
When it comes to personalization, reaching a customer by name is the first step you should think of. Currently, almost all bulk mailing tools can automatically add a customer’s name to an email.
Right after the email, the name is the most common piece of data that companies track about their customers, so it would be a pity to reach the customer without knowing their name. This gives the impression that the conversation is taking place between two people and not between you and tens to hundreds of other recipients. Although the reality is obvious to most people, they will appreciate the effort.
3. Make use of the data
You can use a lot of other customer data in your email campaigns. For example, automatic birthday wishes to customers are popular. You can also use customers’ location to dynamically display the contacts of the nearest branch according to their location or to adjust the range of products and services, and much more.
For each personalization, it is necessary to keep your customer data up to date. Therefore, every employee who communicates with customers should have access to the contact database. The fastest way to update contact information is in a CRM in Outlook. When a CRM software is embedded directly into the environment of the mail client, which is used every day, you don’t need to constantly switch between a CRM and an email client.
4. Personalize your business
Reaching customer by name is not enough, you need to introduce yourself too. Customers never talk to the whole company, so it’s a welcome perk when a specific person signs as the sender in an email. Ideally, this will be the same person who will be able to respond to customer questions. It doesn’t matter if it’s a company director, sales representative or marketing manager.
5. Match personalized emails and landing pages
In addition to managing customers data and using it in the content of the email itself, it is also necessary to pay attention to any landing pages where customers are referred to from the email. If the customer receives a tailor-made email and goes from it to the company’s homepage, it is as if his journey has begun again, even though the email has already guided him to his destination.
Instead, after clicking on the link, the customer should be sent to a landing page that follows up on the email. From this landing page, the path to completing the order should be as short and simple as possible.