“Personalisation — it is not about first/last name. It’s about relevant content.”

Dan Jak

In the contemporary world, digital marketing has become indispensable for businesses. This is the reason every business is focusing on getting their hands on different digital marketing mediums that can assist them in getting a competitive advantage over their competitors. Out of all the different marketing mediums, email marketing became the favorite medium of almost every business. The reason for the same is

1. It’s cost-effective marketing.
2. It has an excellent return on investment in marketing.
3. It is easy to use and access.
4. It’s an effective and impactful marketing medium.

These benefits compelled almost 90% of businesses to use email marketing as per the latest statistical reports. Email marketing was already one of the most efficient marketing mediums and the introduction of personalization added a cherry on top of the cake. Email marketing was popular because it directly sends your brand message into the personal inboxes of your target audience. 

On the top, if you personalize these emails, imagine the impact you can have on your target audience through your emails. To give you the gist of these imaginative scenarios, let’s have a look at some of the astonishing statistics stating the benefits of email marketing personalizations. 

1. Emails that are personalized have the capability to deliver 6 times higher transaction rates. 
2. 94% of marketers say personalization is very important for meeting email marketing objectives.
3. Personalized emails generate 58% of all revenue. 
4. The open rates for personalized emails were almost 20% higher when compared to non-personalized messages sent via emails. 

I believe that these statistics make it quite evident why you need email marketing personalization. Now, I will give you the pathway on “how” you can use a personalization tool to escalate your email marketing strategy for the better.  So, let us dive right into the blog and comprehend 5 effective ways through which you can enhance your email marketing personalization. 

5 Manners To Enhance Personalization of Email Marketing 

1. Send Behavior Triggered Emails

Getting a visitor on your page or email list is not sufficient for successful email marketing in the modern world. You have to guide your audience on what step they have to take next to complete their purchasing journey. This is where sending behavior-triggered emails will do the necessary job. 

I understand that sending these behavior-triggered emails can put you in a pickle, if you go on sending these emails manually. But be thankful for technological advancements, emails marketing tools can take care of your behavior-triggered emails on their own. But before getting into that let’s get clarity on what exactly is behavior triggered in email marketing. 

To define, behavior-triggered emails also known as transactional emails can automatically deliver emails to the audience on a one-on-one basis that can navigate them on taking the next step on their purchasing journey. 

Using various Email integrated CRM tools, you can automatically detect the last interaction the user had with your business. Based on these interactions, you can automate the sending of behavior-triggered emails. 

Moreover, automation of these emails will also take up the burden from your shoulders and will ultimately contribute to your stress management of your mental wellness. 

Using this way of personalization, you can effectively grab the attention of your target audience by delivering what exactly they need. This will assist in engaging your audience more effectively and also enhances the chances of getting your lead converted. In fact, as per the latest research, behavior-triggered emails have the ability to generate 4 times more revenue and 18 times more profit compared to regular emails. 

2. Utilize Hyper-Personalization

Businesses often don’t think of personalization beyond mentioning the names of people in the emails. But now people are bored with this and they want to have more personalized experiences that go beyond mentioning their names. This is where the concept of hyper-personalization entered the picture. 

Hyper personalization is going a step further than sending personalized emails based on the real-time data and latest interactions of users with your businesses. Let’s understand this through an example, let us assume that you are an online clothing brand. A visitor reached your jeans section, navigated the website a little, and added the item in the cart but left without purchasing. 

Now, instead of sending an email that reads “Hey name, your cart is waiting for you”, you can send “ Hey name, our top-selling, and your favorite jean from our collection is waiting and here’s a coupon just for you”. Now, think it yourself, which email would have a more impactful message? 

Yes, the second one, because it has a more hyper-personalized and relevant message that the user will be able to connect with on a more personal level. Hyper-personalization has an edge over the generic personalization of content in email marketing because you treat every customer as an individual which assists in engaging them more efficiently.  

In fact, as per statistics, 89% of the marketers said hyper-personalization assists in delivering a better customer experience. Moreover, 59% said they experienced a measurable lift in ROI using hyper-personalization in email marketing. 

These statistics are evident enough that hyper-personalization will only benefit the growth and revenue of your business.  So, now it’s your choice, whether to go with personalized or hyper-personalized content in your email marketing strategies. 

3. Grab Attention In The Subject Lines

The subject line is the first impression that your audience gets of your emails. This is the reason, it should be relevant and catchy so that it instantly catches the attention of your target audience. The best way to do this is to bring personalization into the picture right from the subject line. Below mentioned are the ways you can personalize your subject line in different ways. 

1. Add customers’ names – The addition of consumers’ names in the subject line will give customers the idea that the email is just for them. This will assist in grabbing their attention quickly and encouraging them to open the email further. 

• Example – Hey, Kevin, we have got an offer for you, wanna have a look?

2. Use their interest – Technological inventions such as AI and Machine Learning have the ability to drive strong data-driven insights. These insights can be used to know the interest and preferences of your target customers. Further, you can use their interest in creating engaging subject lines. 

•  Example – We know you like our jeans and we have just discounted them, open now. 

3. Celebrate their special occasions – Just writing “Happy Birthday” or “Happy Anniversary” will assist in getting the attention of the audience instantly. Your customers will know that you care about them beyond your own profit and celebrate their occasions with them. 

• Example – Hey, James, wishing you a happy birthday, here’s a gift from our side. 

4. Create urgency – Fear of missing out (FOMO) is something we all are scared of. So creating urgency in the subject line will encourage the target audience to make a move before it’s too late.  

• Example – Hey, hurry up, the sale is only live for 2 hours. 

Using these kinds of personalized subject lines will assist in creating a hook for your target audience to stop and watch your email rather than just swiping out the notification on their mobile or other devices. For making your content easily comprehended by your target audience, you can effectively use the 7Cs of communication. This will assist in making your personalized email marketing strategy more optimized. 

4. Use Dynamic Content 

Content has always been the ultimate key to unlocking the benefits of email marketing. This is the reason your content should be relevant and unique that should sound appealing to the target audience. 

However, it is not necessary that you send your content through text in the body of your emails. You can also create multiple infographics, videos, or images that you think can interest your audience. You can personalize your dynamic content as per the preferences and interests of your audience. 

For example, some might want information through infographics or some might want to get updated through videos. So, you can segment your audience as per their choice of content and engage them more efficiently. 

But, there is one more thing that needs to be taken under consideration while creating dynamic content is that it should be mobile responsive as well. The reason is that the majority of the email users open these emails on their mobiles. 

So, if your content will not be mobile responsive, no matter how good your content is, it will not make a difference because it will not reach your target audience.  So, along with personalizing your content, you have to make sure that your content should also be mobile-friendly to get the most out of your personalized email marketing strategy. 

5. Segment your audience

The ultimate goal of email marketing personalization is to get the attention of your target audience and encourage them to purchase from your business. But, this will ultimately have a better impact when you will send emails to your audience based on their liking and dislikings. This is where the segmentation of your email lists will assist you in attaining the same.

Let’s understand this again with the online clothing brand’s example, you might have some members of your email lists that might be interested in your jeans and some might be interested in your shirts collection. Now based on their likings, you can effectively segment your audience and then send them personalized recommendations based on their preferences. This will assist in engaging your audience more effectively and efficiently. 

Moreover, an effective understanding of the needs of your target audience is one of the crucial skills of digital marketing. 

To conclude, email marketing is an inevitable part of digital marketing in the contemporary world. Hence, the need is to understand the trend of personalization and implement it wisely in your email marketing strategy. That being the case, you can effectively use the above-given ways to enjoy the substantial benefits of email marketing personalization.